Fitatu

What Fitatu does

Fitatu Sp. z o.o. is a Poznań, Poland-based consumer health technology company founded in 2016 that builds a calorie counter, food diary, and macro-tracking mobile application under the Fitatu® brand. The app combines manual logging, voice-based food search, photo-based food recognition (AI 2.0 Acai), and a proprietary product database of more than 3.2 million items (with roughly 100,000 added per month) to help individual users track nutrition, physical activity, and body metrics toward weight-management and fitness goals. The product integrates with the major consumer health data fabrics (Apple Health, Google Health Connect, Google Fit, Garmin, Suunto, Polar, Xiaomi Mi Fitness) and supports seven languages (English, German, Spanish, French, Italian, Dutch, Polish), giving it a pan-European consumer footprint anchored in its home Polish market.

The underlying technology stack pairs client-side logging utilities on iOS and Android with server-side AI inference (proprietary computer vision, voice, and NLP models) operating against the company's curated product database. Brand reach is supported by a formal influencer program ("Fitatu Friends") and a Kantar Polska number-one ranking in its home category.

Fitatu monetizes through a freemium subscription model. Free users access core logging features; paying users subscribe to "Premium" (listed at approximately £179.88/year or £14.99/month) for advanced analytics, meal plans, and challenges; "Premium+AI" adds AI-driven calorie estimation, voice search, and intelligent logging. To date the company has disclosed one venture funding round (SpeedUp Venture Capital Group, January 2018) and reports that more than 10 million users have reached goals through the platform; direct revenue, headcount, and active-user metrics are not publicly disclosed.

Name

Fitatu

Legal name

Fitatu Sp. z o.o.

Website

https://fitatu.com

Company type

Private

Founded year

2016

Operating status

Operating

Short description

Fitatu Sp. z o.o. (founded 2016, Poznań, Poland) operates a freemium AI-powered calorie counter and food-tracking mobile app for individual consumers, integrating with Apple Health, Google Health, and major wearables across seven European languages.

Ownership category

akta.pro rank

Product category

Calorie Counter and Nutrition Tracking Apps

NAICS

Diet and Weight Reducing Centers (812191)

akta.pro primary industry

Meal Planning & Prep Coaching (Macros, Grocery Guidance) (HSADAFAN)

Keywords

• Calorie counter app
• Nutrition tracking platform
• AI calorie estimation
• Food database
• Meal planning software

Headquarters

HQ city

Poznan

HQ country

Poland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Premium Subscription: Fitatu Premium subscription offering ad-free experience, access to all recipes (2,000+), menu access via computer, shopping list, intermittent fasting patterns, fitness app synchronizations, and priority customer service. Billed monthly or annually.
2. Premium+AI Subscription: Premium+AI includes all Premium features plus AI calorie estimation from photos, AI voice search, and advanced AI features. Higher price point than standard Premium with annual and monthly billing options.
3. Free Tier: Free version with basic calorie counter, food tracker, limited recipes (about 1,000), basic intermittent fasting (16:8), water tracking, and limited habits. Serves as funnel for premium conversions.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Fitatu offers a smartphone calorie counter and food tracker application for iOS and Android, distributed via the Apple App Store, Google Play, and Huawei AppGallery. The platform lets consumers log meals, scan barcodes, and track calories plus 39 vitamins and nutrients, water intake, body measurements, and intermittent fasting schedules, supported by a proprietary 3.2M-product UK-focused food database and 2,000+ recipes. Revenue comes primarily from recurring Premium and Premium+AI subscriptions, where Premium+AI adds proprietary AI calorie estimation from meal photos (Fitatu AI 2.0 Acai) and AI voice-based meal entry.

Product overview

Fitatu is a Smart Personal Nutrition (SPN) platform comprising a core mobile app for calorie counting and food tracking, supplemented by two subscription tiers (Fitatu Premium and Fitatu Premium+AI), a free web-based Calorie Calculator, and two content databases (Product Database with 3.2M+ products and Recipe Catalog with 2,000+ recipes). The Premium+AI tier integrates AI capabilities for photo-based calorie estimation and voice meal entry, representing the company's most advanced offering. Free tier provides basic tracking, barcode scanning, water tracking, and limited recipe access. The platform emphasizes British market focus with local grocery chains and restaurant integrations.

Differentiator

Problem solved

Functional benefit

Products and services

• Fitatu App Smartphone calorie counter and food tracker application for iOS and Android that helps users lose weight, gain mass, or maintain health through AI-powered meal tracking and nutritional monitoring, with barcode scanning, 1CLICK entry, water tracking, and intermittent fasting features.
• Fitatu Premium Paid subscription tier offering an ad-free experience, access to all 2,000+ recipes, computer menu access, fitness app synchronizations, intermittent fasting schedules, matching meal suggestions, smart shopping list, and priority customer service.
• Fitatu Premium+AI Top-tier subscription including all Fitatu Premium features plus AI calorie estimation from photos using Fitatu AI 2.0 Acai (27% improvement over prior version, #1 accuracy ranking by Kantar Polska) and AI voice-based meal entry.
• Fitatu Calorie Calculator Free web-based tool for calculating daily calorie needs based on goals (weight loss, gain, maintenance), sex, age, height, weight, and physical activity levels, with results transferable to the Fitatu app.
• Fitatu Product Database Web-accessible database of 3,225,678 products with calories and nutritional values, including British grocery chain products (Tesco, Sainsbury's, Asda, Morrisons, Aldi, Lidl) and restaurant chain meals, updated with 100,000 new products monthly.
• Fitatu Recipe Catalog Recipe database with calories and macronutrients featuring step-by-step photos, including approximately 1,000 free recipes plus 2,000+ additional Premium recipes across breakfast, lunch, dinner, snacks, and high-protein categories.

Quantifiable outcome

• 27% improvement in AI accuracy with Fitatu AI 2.0 Acai
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration24 records

AI capability10 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core.

• Google Health ConnectcoreTechnology or IntegrationTwo-way synchronization with Google Health Connect supporting 100+ devices and apps. Receives calories burned during workouts and activities, sends height, weight, and meal data. Core integration for fitness tracking ecosystem.
• Apple HealthcoreTechnology or IntegrationTwo-way synchronization with Apple Health for iOS users. Sends and receives health and fitness data including calories, weight, and activity information. Core Apple ecosystem integration.
• Apple WatchcoreTechnology or IntegrationDedicated Apple Watch app with calorie and macronutrient goals display, water intake tracking from wrist, and intermittent fasting control. Premium feature enhances smartwatch experience.
• Kantar PolskacoreStrategic or Co-development PartnerIndependent research organization that conducted accuracy study ranking Fitatu's AI photo calorie estimation as #1 among competitors. Validates technology leadership claims.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• MacroFactor: Subscription macro and calorie tracker emphasizing adaptive algorithms and verified food database. Overlaps with Fitatu Premium's coaching and macro-focused offering.

Direct peers

• MyFitnessPal: The market-leading calorie counter and food-tracking app, offering barcode scanning, a large food database, and macro tracking. Closest functional peer to Fitatu across core product and target consumers.
• Lose It!: Calorie counter and weight-loss app with food database, barcode scanner, and macro tracking. Competes head-to-head with Fitatu in the freemium nutrition-tracking category.
• Yazio: Freemium calorie counter and intermittent fasting tracker offering meal planning and barcode scanning. Directly comparable on subscription model and target weight-management persona.
• FatSecret: Free calorie counter and food diary with a community-driven food database and barcode scanner. Competes with Fitatu in the basic calorie-tracking value tier.
• Lifesum: Subscription nutrition and meal-planning app offering calorie tracking, diet plans, and recipe suggestions. Comparable to Fitatu Premium on meal suggestion and personalized coaching.
• Cronometer: Nutrition tracker emphasizing micronutrient completeness (similar to Fitatu's 39-nutrient tracking). Directly comparable on depth of nutritional analysis versus mainstream calorie counters.
• Foodvisor: AI photo-based calorie estimation app. Closest direct competitor to Fitatu Premium+AI's computer-vision food recognition capability.

Broad incumbents

• Noom: Subscription weight-management platform combining coaching, psychology, and food logging. A broader incumbent overlapping Fitatu's weight-loss use case from a higher price tier.
• WW (Weight Watchers): Established weight-management brand with digital program including food tracking and coaching. Competes with Fitatu as a broader incumbent in paid weight management.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/fitatucom
• Instagraminstagram.com/fitatu
• TikToktiktok.com/@fitatu
• YouTubeyoutube.com/channel/UCxzcxGQ9kQHhD9wb
• Xx.com/fitatucom
• LinkedInlinkedin.com/company/fitatu

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 Fitatu