What Spoon Guru does

Spoon Guru is a London-headquartered B2B SaaS company that operates an API-first Nutrition Intelligence platform, delivering structured dietary, health, and lifestyle classification (TAGs®), smart product substitution, automated health scoring, and personalised recipe and meal-planning services to enterprise customers. Founded in 2015 by Tim Allen, Markus Stripf, and Simon O'Regan, the platform combines machine learning with a Human-in-the-Loop QA model in which in-house registered nutritionists perform daily product-sample checks, conflict flagging, and double-validation of packaging claims. The technology processes billions of food data points daily against 300+ dietary attributes and 450 nutrition rules, and is exposed through a suite of APIs (Product TAGs, Recipe TAGs, Smart Swaps, Food Score, Promotional Product Integration, and a nutrition-specific Small Language Model for GenAI).

The company sells exclusively to enterprise and mid-market organisations via a consultative, sales-led motion with 'Talk to Sales' and 'Book a Demo' CTAs, complemented by a partner ecosystem including Google Cloud, Salesforce, Deloitte, EPAM, and academic partner Queen's University Belfast. Named customers include Tesco (UK, since 2017), Woolworths (Australia, 2020), Jet.com (USA, 2019), Schnuck Markets (USA), Albert Heijn (Netherlands), Migros (Switzerland), Sobeys (Canada, 2025), and CPG manufacturer Conagra. Reported commercial outcomes include a 500% conversion uplift on dietary search terms at Tesco, 10-12% AOV uplift at Schnucks, and 4.5x recommendation sales increase at Jet.com.

Name

Spoon Guru

Legal name

Spoon Guru Limited

Website

https://spoon.guru

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Spoon Guru is a London-based B2B SaaS company that provides an API-first Nutrition Intelligence platform, applying AI plus nutritionist-validated dietary classification, smart swaps, health scoring, and meal planning to enterprise grocery retailers, CPG manufacturers, healthcare, and food-service clients globally.

Ownership category

akta.pro rank

Product category

Nutrition Data Enrichment Software

NAICS

Caterers (722320), Community Food Services (62421)

SIC

Food And Kindred Products (2000), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Specialty & Dietary Catering (Vegan, Kosher, Halal, Allergy-Friendly) (HSACAGAH)

akta.pro secondary industries

Menu Planning, Nutrition & Dietary Accommodation Services (Allergens, Special Diets) (EDAEAEAD), Nutrition, Special Diets & Wellness Cooking (EDAOAKAJ)

Keywords

• Nutrition intelligence platform
• Food data enrichment
• Dietary recommendation engine
• Product attribute tagging
• Meal planning API

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. B2B API/SaaS Platform Licensing: Spoon Guru generates revenue by licensing its Nutrition Intelligence API platform to enterprise and mid-market organisations. The platform is sold as a suite of product APIs (Product TAGs, Recipe TAGs, Smart Swaps, Food Scoring, GenAI SLM, Promotional Product Integration) that work independently or together. Clients include grocery retailers, CPG brands, healthcare providers, food service companies, and wellness platforms. Revenue is derived from API access, data enrichment services, and ongoing platform licensing, typically under enterprise contracts.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Spoon Guru provides an API-first Nutrition Intelligence platform that combines machine learning with human nutritionist oversight to deliver dietary, allergen, and health classification of food products and recipes. The platform powers personalised food discovery, smart product swaps, evidence-based health scoring, specialised diet support, and promotional meal planning for enterprise retailers, food service operators, healthcare providers, and CPG manufacturers through a suite of APIs and solution modules.

Product overview

Spoon Guru is a Nutrition Intelligence platform offering a modular architecture with API-first solutions. The core platform combines machine learning with human expert validation through the Human-in-the-loop Model. The product portfolio includes Data Enrichment (turning raw product data into dietary insights), Food Recommendations (Smart Swaps and Predictive Recommendations), Food Scoring (Health Essentials aligned to Nutri-Score/Health Star Ratings and Proprietary Health Score), Meal Planning (integrating promotional products with personalised recipes), Specialised Diets (supporting GLP-1, heart health, gut health with 300+ attributes), and GenAI powered by a Small Language Model (SLM) for conversational commerce and food discovery. Supporting API products include Product TAGs, Recipe TAGs, Swaps & Personalised Recommendations, Food Score, Small Language Model Enabling GenAI, and Promotional Product Integration—all working independently or together.

Differentiator

Problem solved

Functional benefit

Products and services

• Data Enrichment Transforms raw food product data into rich, consistent, and actionable dietary insights by analysing product metadata and ingredient-level information to resolve inconsistencies, bridge data gaps, and apply evidence-based health and dietary attributes at scale for retailers, brands, and food service operators.
• Food Recommendations Empowers customers to discover similar and healthier alternatives through Smart Swaps (1:1 healthier product substitutions at equivalent or lower price) and Predictive Recommendations (products and recipes based on user preferences and shopping behaviour) for grocery retailers and digital commerce platforms.
• Food Scoring Delivers consistent, evidence-based health scores across products, menus, and recipes, with Health Essentials aligned to established regulatory frameworks (NPM, FVN, Nutri-Score, Health Star Ratings) and a Proprietary Health Score for custom scoring models, processed through 450 rigorous nutritional rules.
• Meal Planning Combines promotional product offers with personalised recipes to create affordable, efficient, and tailored meal planning experiences, integrating live pricing, weekly discounts, and promotional flyer data with recipe suggestions for grocery retailers.
• Specialised Diets Enables businesses to offer medically tailored products and recipes for specific health needs (GLP-1, heart health, gut health, diabetes) by classifying products for over 300 specialist health, dietary, and allergen attributes, supporting healthcare providers, wellness apps, and grocery retailers.
• GenAI (Small Language Model) A nutrition-specific Small Language Model (SLM) serving as an intelligence layer optimised for food discovery, powering generative AI applications such as chatbots, semantic search, and digital assistants within a closed, verified nutrition data ecosystem.

Quantifiable outcome

• 500% increase in conversion rates for major dietary search terms (Tesco)
• +10 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature7 records

Partnerships

Five partnerships are on record, tiered core.

• Google CloudcoreTechnology or IntegrationTechnology partner collaborating to scale AI-powered nutrition across digital experiences. Google Cloud serves as a cloud infrastructure partner enabling Spoon Guru's platform to handle billions of food data points daily with reliable, scalable cloud computing.
• SalesforcecoreTechnology or IntegrationTechnology partner integrating Spoon Guru's Nutrition Intelligence with Salesforce's CRM and customer experience ecosystem, enabling personalised food and health recommendations within Salesforce-powered digital experiences.
• DeloittecoreImplementation/ SI/ Consulting PartnerSystem integrator partnering with Spoon Guru to deploy the Nutrition Intelligence solution into complex enterprise digital environments, providing consulting expertise for large-scale implementation projects.
• EPAMcoreImplementation/ SI/ Consulting PartnerSystem integrator and software product development partner collaborating to deploy Spoon Guru's solution into complex digital environments, combining EPAM's engineering capabilities with Spoon Guru's nutrition intelligence.
• QU Belfast (Queen's University Belfast)coreStrategic or Co-development PartnerAcademic partner collaborating on research, validation methodologies, and development of research-backed nutrition intelligence tools. QU Belfast participates in Spoon Guru's ecosystem of health, sustainability, and nutrition experts.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Edamam: Edamam provides nutrition data APIs and AI-powered food analysis for grocery, health, and food service customers — directly comparable API-first business model, customer segments, and nutrition intelligence offering.
• Nutritionix: Nutritionix operates a nutrition database API serving restaurants, grocers, and digital health apps with structured food and nutrient data — overlapping API product surface, integration model, and enterprise customer base.
• HowGood: HowGood provides sustainability and ingredient intelligence data for food retailers and CPG brands via API integrations — a comparable food data SaaS partner already in Spoon Guru's partner ecosystem (HowGood).
• Chicory: Chicory provides digital grocery personalization and shoppable recipe solutions for retailers and CPG brands — comparable target customer (online grocery), overlap in shoppable recipe / meal planning functionality, and similar B2B SaaS delivery model.

Broad incumbents

• Label Insight (NielsenIQ): Label Insight, now part of NielsenIQ, provides product attribute data and analytics for grocery and CPG at significantly larger scale — overlaps with Spoon Guru's Data Enrichment and Food Scoring modules but as part of a much broader data and insights portfolio.
• Kantar: Kantar is a major consumer and market research firm serving CPG and grocery clients with insights and analytics — overlapping customer segments but operating as a broad incumbent across consumer intelligence rather than nutrition-specific APIs.

Emerging players

• Open Food Facts: Open Food Facts is an open-source collaborative food product database covering ingredients, allergens, and Nutri-Scores — partial overlap with Spoon Guru's dietary classification and TAG attributes, particularly for cost-sensitive customers.
• Tastewise: Tastewise offers AI-powered food and CPG consumer intelligence for brands and retailers — adjacent in target customer (CPG/grocery) but focused on market insights rather than operational nutrition data, making it a thematic comparable.

Others

• Daymon Worldwide (Advantage Solutions): Daymon Worldwide, now part of Advantage Solutions, provides retail services including private label and category management for grocery — overlaps in CPG/grocery customer base but operates as a broader retail services and consulting firm rather than nutrition SaaS.
• Databricks: Databricks provides data and AI platform infrastructure increasingly used by retailers for product data enrichment and analytics — enables competitors to build in-house alternatives to Spoon Guru's data layer, making it a relevant ecosystem and risk comparable.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SpoonguruUK

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Spoon Guru