Eat This Much
Eat This Much is a bootstrapped SaaS platform that automatically generates personalized weekly meal plans based on users' dietary goals, calorie/macro targets, and food preferences. It serves health-conscious consumers, fitness professionals, and B2B platforms via freemium web/mobile apps and an API.
- Company typePrivate
- Founded2012
- HeadquartersRedondo Beach, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What Eat This Much does
Eat This Much, Inc. is a privately held, bootstrapped SaaS company founded in 2012 and headquartered in Redondo Beach, California (incorporated in Delaware). The company operates an automated meal planning platform that generates personalized weekly meal plans based on user-specified calorie targets, macronutrient targets, dietary preferences (keto, vegan, paleo, Mediterranean, vegetarian, low-carb, gluten-free, and custom diets), budget, and schedule. The product is built on a proprietary recommendation engine backed by a curated database of 7,000+ recipes with full nutritional breakdowns, validated by an in-house Registered Dietitian. It also features a "virtual pantry" that prioritizes ingredients the user already owns to reduce food waste, automatic grocery list generation, and integrations with Instacart and AmazonFresh for direct grocery delivery.
The company distributes through a freemium web platform (eatthismuch.com), native iOS and Android apps (with 22,000+ and 10,100+ reviews at 4.7 and 4.6 stars respectively), an "Eat This Much Pro" tier for dietitians and fitness professionals managing clients, and a private B2B Partner API (in early access) that allows third-party health, fitness, and healthcare platforms to embed meal plan generation, grocery lists, and PDF/HTML rendering. Monetization comes from premium subscriptions (monthly or annual, billed via Stripe), tailored B2B API contracts, and a 30% revenue-share affiliate program targeting fitness and nutrition influencers. The company has remained independent and self-funded across its 12+ year history with a core team of approximately 8 people.
Eat This Much is positioned in the global meal planning app market, which third-party reports size at roughly $1.8B in 2025 with a projected 12-13% CAGR through the early 2030s. The company has accumulated millions of users, earned repeated press coverage in CNN, Washington Post, The Guardian, Healthline, Mashable, and Time, and was named Best Meal Planning App of 2025 by CNN Underscored. Its expansion trajectory is anchored on extending the core engine into the professional and B2B API segments rather than on raising capital or scaling headcount.
Eat This Much firmographics
Firmographics- Name
- Eat This Much
- Legal name
- Eat This Much, Inc.
- Website
- https://eatthismuch.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Eat This Much is a bootstrapped SaaS platform that automatically generates personalized weekly meal plans based on users' dietary goals, calorie/macro targets, and food preferences. It serves health-conscious consumers, fitness professionals, and B2B platforms via freemium web/mobile apps and an API.
- Ownership category
- akta.pro rank
Eat This Much industry classification
Industry- Product category
- Meal Planning Software
- NAICS
- Diet and Weight Reducing Centers (812191)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)
- akta.pro primary industry
- Meal Planning & Prep Coaching (Macros, Grocery Guidance) (HSADAFAN)
Keywords
Where Eat This Much is headquartered
LocationHeadquarters
- HQ city
- Redondo Beach
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Eat This Much business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Operations, Marketing or Sales
Revenue model
- Premium Subscription: Monthly or annual fee-based subscription offering premium features including automatic grocery lists, automatic leftovers, advanced meal planning, and access to premium meal plans. Free trial available with automatic billing after trial period. Payments processed by Stripe.
- Partner API Access: B2B API access for enterprise partners including health apps, fitness platforms, dietitians, and healthcare systems. Pricing tailored to each partner's use case and volume. Partners are onboarded directly with custom contracts.
- Affiliate Referrals: Affiliate program pays 30% commission on revenue generated from referred users for 1 year. Affiliate payouts via PayPal or Stripe.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free tier with basic meal planning features |
| Subscription | Annual | Premium subscription for advanced features |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
Eat This Much product offering
Product offeringCore offering
Eat This Much is an automatic meal planning platform that generates personalized weekly meal plans, grocery lists, and nutrition guidance based on a user's calorie and macro targets, dietary preferences, budget, and schedule. The product is delivered through a website, iOS app, and Android app with a freemium subscription model, and is extended to professionals (dietitians, trainers) via a Pro tier and to third-party platforms via a Partner API.
Product overview
Eat This Much is a meal planning platform that offers a unified system of interconnected tools for personalized nutrition. The core product is the automatic meal planner which generates weekly meal plans based on user preferences, calorie/macro targets, and dietary restrictions (keto, vegan, paleo, Mediterranean, vegetarian, and more). This core platform is available via web, iOS app, and Android app, with both free and premium subscription tiers. Premium features include automatic grocery lists and advanced customization. The platform also includes companion tools: calorie/TDEE/macro/BMR calculators for target setting, and premade meal plans at various calorie levels. Eat This Much Pro extends the core engine for health and fitness professionals managing clients. The Partner API allows third-party platforms to embed the meal planning engine. All nutritional content is validated by in-house registered dietitians.
Differentiator
Problem solved
Functional benefit
Brands
- Eat This Much Pro: Professional meal planning software for health and fitness professionals, dietitians, and coaches to use with their clients.
Products and services
- Eat This Much (Core Meal Planning Platform) The core web platform that generates personalized weekly meal plans from user food preferences, budget, schedule, calorie targets, macro targets, and dietary restrictions, accompanied by automatic grocery lists and recipe instructions.
- Eat This Much Premium Subscription Paid subscription tier unlocking automatic grocery lists, automatic leftovers management, advanced meal planning customization, and full premium meal plan access for individual users.
- Eat This Much Mobile Apps (iOS and Android) Native iOS (4.7 stars, 22,000+ reviews) and Android (4.6 stars, 10,100+ reviews) applications providing full meal planning, macro tracking, and grocery list functionality on mobile devices.
- Eat This Much Pro (For Professionals) A specialized version of Eat This Much for dietitians, personal trainers, and nutrition coaches, providing the meal planning engine plus tools to create customized plans for multiple clients and manage authorized client accounts.
- Meal Planning Partner API A RESTful B2B API that lets third-party health, fitness, coaching, and healthcare platforms generate personalized meal plans, build grocery lists, and export PDF or HTML meal plans via credit-based consumption (50 credits per week, 10 per day, 5 per meal, 1 per food lookup).
Quantifiable outcome
- Users report weight loss of 32-40+ lbs over several months through consistent use of planned meals
- +1 more outcomes
Companies that use Eat This Much
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Eat This Much technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability2 records
Feature7 records
Eat This Much partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- InstacartcoreGrocery delivery integration allowing meal plan grocery lists to be sent directly to Instacart for shopping and delivery.
- AmazonFreshcoreGrocery delivery integration allowing meal plan grocery lists to be sent directly to AmazonFresh for shopping and delivery.
- StripecorePayment processing provider for subscription billing. Stripe handles credit/debit card payments securely. Terms state only last 4 digits of card stored.
- Health and Wellness App PartnerscoreB2B API partners including health apps, fitness platforms, coaching software, and wellness applications that integrate Eat This Much's meal planning engine via API.
- Healthcare Provider SystemsminorHealthcare systems integrating structured meal plans into patient care workflows with support for clinical dietary restrictions.
- Dietitian and Nutrition BusinessescoreRegistered dietitians and nutrition professionals using the Professional tier to send clients professional meal plans and grocery lists.
- Grumo MediaminorCreative agency that produced the company's marketing jingle/video.
Scale indicators8 records
Recent moves5 records
Expansion highlights5 records
Eat This Much competitors and assessment
Company assessmentOthers
- Whisk (Samsung Food): Smart recipe and meal planning platform (acquired by Samsung) with grocery list integration. Functions as a platform-level meal planning and grocery integration peer, especially relevant given ETM's Instacart/AmazonFresh integrations.
Direct peers
- Mealime: Direct meal planning app competitor offering personalized weekly meal plans with grocery lists. Closest direct comparison given similar consumer target audience, freemium model, and grocery list generation focus.
- Prepear: Meal planning and grocery list app with social/sharing features for families. Targets similar consumer use cases (weekly meal planning, grocery automation) with overlapping features.
- PlateJoy: Personalized meal planning service with health and dietary personalization, including a B2B offering for healthcare providers. Competes directly with Eat This Much's consumer and Pro tiers in the personalized nutrition space.
- EatLove: B2B nutrition API platform providing personalized meal recommendations and recipe content to health platforms. Direct comparable to ETM's Partner API offering with similar white-label positioning.
Broad incumbents
- MyFitnessPal: Mass-market nutrition tracking platform with hundreds of millions of users. Broader than ETM (food logging + macros), but increasingly overlaps in meal planning and recipe features for the same health-conscious consumer.
- Noom: Subscription weight management program combining coaching and meal planning. Operates at significantly larger scale and price point in adjacent weight management vertical that overlaps with ETM's user base.
- Cronometer: Nutrition tracking app with detailed micronutrient analysis. Competes for the same macro-tracking, nutrition-aware consumer segment that ETM serves, though primarily via logging rather than automatic planning.
Emerging players
- Foodvisor: AI-powered food tracking and meal planning app with image recognition. Competes in the personalized nutrition space with a more visual/AI-forward approach, overlapping on macro tracking and meal plan generation.
- Meal Garden: Meal planning software with both consumer and professional tiers, including a B2B offering. Similar two-sided model (consumer app + dietitian/nutritionist tools) targeting overlapping professional segments as ETM Pro.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
Eat This Much social profiles
Digital presenceEat This Much financial estimates
Financial estimateRevenue estimate
Valuation estimate
Eat This Much leadership team
Management profileNumber of profiles
Profiles9 records
Eat This Much funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Eat This Much M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Eat This Much
What does Eat This Much do?
Eat This Much is an automatic meal planning platform that generates personalized weekly meal plans, grocery lists, and nutrition guidance based on a user's calorie and macro targets, dietary preferences, budget, and schedule. The product is delivered through a website, iOS app, and Android app with a freemium subscription model, and is extended to professionals (dietitians, trainers) via a Pro tier and to third-party platforms via a Partner API.
Is Eat This Much a public or private company?
Eat This Much is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Eat This Much founded?
Eat This Much was founded in 2012. It employs 1 to 10 people.
Where is Eat This Much based?
Eat This Much is headquartered in Redondo Beach, United States, in the North America region.
How does Eat This Much make money?
Three revenue lines are on record. Premium Subscription is the primary driver. The others are partner API Access and affiliate Referrals.
Who are Eat This Much's main competitors?
Whisk (Samsung Food) is listed as an others. Direct peers are Mealime, Prepear, PlateJoy and EatLove. Broad incumbents are MyFitnessPal, Noom and Cronometer. Emerging players are Foodvisor and Meal Garden.
Does Eat This Much have an API?
Yes. Eat This Much offers a Partner API that enables third-party platforms to integrate meal planning functionality. The API supports generating personalized meal plans (full week, single day, or individual meals), building structured grocery lists, and rendering meal plans as PDF or HTML. Key features include: plan generation with calorie/macro targets and diet presets (vegetarian, vegan, paleo, keto, Mediterranean), a recipe database of over 7,000 curated recipes, ingredient exclusions, grocery list aggregation with intelligent substitutions, and PDF/HTML export capabilities. API endpoints include generation (week, day, meal, food object), rendering, groceries, food lookup, API key management, and usage tracking. Credit-based pricing: 50 credits for week generation, 10 for day, 5 for meal, 1 for food lookup. Requires API key authentication via X-API-Key header or Bearer token. Currently in early access with tailored pricing per partner use case. Developer documentation is at www.eatthismuch.com/g/docs.
What industry is Eat This Much in?
Eat This Much's product category is Meal Planning Software. Its primary akta.pro industry code is HSADAFAN, Meal Planning & Prep Coaching (Macros, Grocery Guidance). Its NAICS code is 812191 and its SIC code is 2090.