Intent
Intent is an AI-powered personalized meal planning app that generates tailored meal plans, automated grocery lists, and ingredient-ordering workflows for health-conscious consumers, now distributed exclusively through MyFitnessPal's Premium+ subscription tier following its 2025 acquisition.
- Company typePrivate
- Founded2020
- HeadquartersSan Francisco, United States
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What Intent does
Intent is a personalized meal planning application that uses AI-powered algorithms and machine learning to generate meal plans tailored to users' dietary preferences, health goals, routines, allergens, calorie targets, and household sizes. The product builds automated grocery lists from each meal plan and offers ingredient-ordering integration, with optional Apple Health connectivity that pulls in nutrition, exercise, and body weight data to refine recommendations over time. The company was incorporated as Excipient Inc., a Delaware corporation, designed in California, and monetized through a standalone annual auto-renewing subscription prior to acquisition.
In 2024, MyFitnessPal quietly acquired Intent (publicly announced February 2025) for an undisclosed sum; co-founders Will Sun and Peter Zhang joined MyFitnessPal as part of the deal. Following the acquisition, Intent's technology is distributed exclusively through MyFitnessPal's new Premium+ subscription tier at $99.99 per year, integrated with MyFitnessPal's 18-million-item food database and launched in spring 2025 across the United States, United Kingdom, Ireland, Canada, Australia, and New Zealand.
The target customer is health-conscious individual consumers seeking simplified, automated meal planning; a secondary use case is corporate wellness programs delivering nutrition benefits to employees through the MyFitnessPal platform. Distribution is product-led growth inside MyFitnessPal's 270-million-member base rather than independent sales motion, and the standalone Intent app continues to operate under Excipient Inc.'s existing terms of service while feature development migrates into the parent platform.
Intent firmographics
Firmographics- Name
- Intent
- Legal name
- Excipient Inc.
- Website
- https://intentapp.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Acquired
- Headcount range
- 1–10 employees
- Short description
- Intent is an AI-powered personalized meal planning app that generates tailored meal plans, automated grocery lists, and ingredient-ordering workflows for health-conscious consumers, now distributed exclusively through MyFitnessPal's Premium+ subscription tier following its 2025 acquisition.
- Ownership category
- akta.pro rank
Where Intent is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Intent business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Premium+ Subscription (via MyFitnessPal): Following acquisition, Intent's technology powers MyFitnessPal's Premium+ subscription tier, priced at $99.99 per year. This subscription includes personalized AI meal planning integrated with MyFitnessPal's 18-million-item food database, accounting for users' allergens, calorie targets, dietary preferences, and household sizes.
- Direct Subscription: The standalone Intent app operates on a subscription model with annual auto-renewal terms, where subscriptions are paid in advance and are non-refundable. The service was available for personal, non-commercial use.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Premium+ Subscription (MyFitnessPal) |
| Subscription | Annual | Standalone Intent App Subscription |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Intent product offering
Product offeringCore offering
Intent is an AI-powered personalized meal planning app that generates customized meal plans based on users' dietary preferences, health goals, routines, allergens, calorie targets, and household sizes. The app produces automated grocery lists and supports seamless ingredient ordering. Following acquisition by MyFitnessPal in February 2025, the technology is now distributed through MyFitnessPal's Premium+ subscription tier at $99.99/year.
Product overview
Intent is a single focused product - a personalized meal planning app designed for consumers seeking automated meal planning. The core product, Intent - Meal Planner, provides AI-powered personalized meal plans that cater to users' goals and preferences. The company was acquired by MyFitnessPal in February 2025, integrating its technology into MyFitnessPal's platform via a new Premium+ subscription tier. There are no separate modules, add-ons, or platform architecture described - it operates as a unified meal planning application.
Differentiator
Problem solved
Functional benefit
Products and services
- Intent - Meal Planner A standalone personalized meal planning application for individual consumers that uses AI to generate customized meal plans aligned with users' health goals and dietary preferences, and produces automated grocery lists. Operated by Excipient Inc. on an annual auto-renewal subscription.
- MyFitnessPal Meal Planner (Premium+ Integration) An integrated AI-powered personalized meal planning capability within MyFitnessPal's Premium+ subscription tier, combining Intent's proprietary algorithms with MyFitnessPal's 18-million-item food database to deliver customized meal plans, automated grocery lists, and ingredient ordering to MyFitnessPal's 270 million members.
Quantifiable outcome
- MyFitnessPal CEO Mike Fisher expects the new meal-planning capability to lift registrations and paid subscribers by several percentage points
- +1 more outcomes
Companies that use Intent
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Intent technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability2 records
Feature4 records
Intent partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- MyFitnessPalflagship / coreMyFitnessPal, the leading global nutrition and food tracking app with over 270 million members, completed the acquisition of Intent in February 2025. The integration combines Intent's AI-powered meal planning technology—including personalized meal plans, automated grocery lists, and seamless ingredient ordering—with MyFitnessPal's platform. The Meal Planner feature launched in spring 2025 through MyFitnessPal's Premium+ subscription at $99.99/year, initially available in the US, UK, Ireland, Canada, Australia, and New Zealand. Intent's co-founders Will Sun and Peter Zhang joined MyFitnessPal as part of the deal.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Intent competitors and assessment
Company assessmentDirect peers
- Yummly: Yummly offers smart recipe recommendations and meal planning with grocery integration; comparable to Intent on consumer-facing meal planning and grocery list automation.
- Whisk: Whisk (formerly Samsung NEXT-owned) provided an AI-powered meal planning and recipe platform for consumers and food publishers, directly comparable to Intent on AI meal planning technology and grocery integration.
- SideChef: SideChef combines guided recipe experiences with meal planning and grocery ordering, providing a directly comparable product experience to Intent's meal planning + ingredient ordering flow.
- Eat This Much: Eat This Much is an AI-powered meal planning app that auto-generates daily/weekly meal plans based on calorie and macro targets, directly overlapping Intent's AI meal planning value proposition.
- PlateJoy: PlateJoy delivers personalized meal plans and grocery lists tailored to dietary preferences and health goals — a near-direct functional overlap with Intent's personalization engine and target persona.
- Mealime: Mealime is a consumer meal planning app offering personalized weekly meal plans with grocery lists; it directly competes with Intent on AI-driven meal plan generation and grocery integration for health-conscious consumers.
- Lifesum: Lifesum is a subscription nutrition and meal planning app that delivers personalized meal plans and food tracking — overlapping with Intent on AI personalization, subscription model, and health-conscious consumer target.
Emerging players
- EatLove: EatLove provides AI-driven personalized meal recommendations and content to health platforms; an emerging B2B-oriented peer with comparable AI nutrition personalization technology to Intent.
- Foodvisor: Foodvisor offers AI-based food recognition and personalized nutrition/meal planning; emerging player with comparable AI-personalization thesis to Intent, focused on image-driven food tracking.
Broad incumbents
- Noom: Noom is a large-scale subscription health/wellness platform offering personalized nutrition coaching and meal logging; it overlaps with Intent's category but operates at much broader scale with a coaching-led rather than pure-AI model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Intent social profiles
Digital presenceIntent financial estimates
Financial estimateRevenue estimate
Valuation estimate
Intent leadership team
Management profileNumber of profiles
Profiles2 records
Intent funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Intent 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 Intent
What does Intent do?
Intent is an AI-powered personalized meal planning app that generates customized meal plans based on users' dietary preferences, health goals, routines, allergens, calorie targets, and household sizes. The app produces automated grocery lists and supports seamless ingredient ordering. Following acquisition by MyFitnessPal in February 2025, the technology is now distributed through MyFitnessPal's Premium+ subscription tier at $99.99/year.
Is Intent a public or private company?
Intent is a private company. It is classified as corporate owned and is currently acquired.
When was Intent founded?
Intent was founded in 2020. It employs 1 to 10 people.
Where is Intent based?
Intent is headquartered in San Francisco, United States, in the North America region.
How does Intent make money?
Two revenue lines are on record. Premium+ Subscription (via MyFitnessPal) is the primary driver. The others are direct Subscription.
Who are Intent's main competitors?
Direct peers on record are Yummly, Whisk, SideChef, Eat This Much, PlateJoy, Mealime and Lifesum. Emerging players are EatLove and Foodvisor. Noom is listed as a broad incumbent.
Does Intent have an API?
No public API is recorded for Intent.