Eat This, Not That!
Eat This, Not That! is a digital health and wellness media brand publishing expert-reviewed nutrition, weight loss, recipe, and restaurant content to 110 million+ annual users, monetizing through advertising, affiliate links, and a bestselling book series under parent Galvanized Media.
- Company typePrivate
- Founded2013
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Eat This, Not That! does
Eat This, Not That! is a digital health and wellness media brand built around EatThis.com, a content publishing platform that delivers expert-reviewed articles on nutrition, weight loss, healthy eating, grocery shopping, restaurant choices, recipes, and fitness to 110 million+ annual users. The brand originated from the New York Times bestselling book series created by founder and CEO David Zinczenko, and operates as part of Galvanized Media (founded 2013), whose broader portfolio includes Best Life, Celebwell, Travelicious, and HelloGiggles, reaching 225 million+ global readers collectively. Content is organized across eight verticals (News, Healthy Eating, Groceries, Weight Loss, Restaurants, Recipes, Drinks, Mind + Body) and is produced under a Medical Expert Board of board-certified doctors, registered dietitians, nutritionists, and trainers, with editorial standards that explicitly require human-written, fact-checked material rather than AI-generated content. The platform supports a recipe database of 1,800+ recipes and 12,000+ articles.
The company monetizes through three primary streams: digital advertising and sponsored content on EatThis.com, affiliate commissions from clearly disclosed outbound links, and book royalties from a portfolio of more than 8 million copies sold across the Eat This, Not That! series, the Zero Belly Diet franchise, and other titles published through Simon & Schuster. Distribution is amplified by content partnerships with Microsoft and by participation in the Dotdash Meredith Digital Network, alongside direct channels including Facebook, Instagram, TikTok, Pinterest, and email newsletters. The business is asset-light: the headquarters (Palm Beach, FL) and a small employee base of 11–50 staff support a content operation that, per the 2022 Inc 5000 list, ranks Eat This, Not That! among the more successful private media companies in America and positions it as a top-five U.S. food outlet.
Eat This, Not That! firmographics
Firmographics- Name
- Eat This, Not That!
- Legal name
- Galvanized Brands, LLC
- Website
- https://eatthis.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Eat This, Not That! is a digital health and wellness media brand publishing expert-reviewed nutrition, weight loss, recipe, and restaurant content to 110 million+ annual users, monetizing through advertising, affiliate links, and a bestselling book series under parent Galvanized Media.
- Ownership category
- akta.pro rank
Eat This, Not That! industry classification
Industry- Product category
- Health & Wellness Digital Media
- akta.pro primary industry
- Nutrition & Diet Education (Meal Planning, Macros, Healthy Cooking) (EDAAAHAA)
- akta.pro secondary industry
- Cookbooks, Food & Drink Publishing (MPAJAAAG)
Keywords
Where Eat This, Not That! is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Eat This, Not That! business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Digital Advertising: The website generates revenue through advertising, with affiliate links clearly labeled throughout content. Galvanized Media may receive commissions from reader purchases made through affiliate links in articles.
- Book Publishing and Sales: Eat This, Not That! books have sold 8 million copies across multiple titles including the original series, Cook This Not That!, Drink This Not That!, Grill This Not That!, and specialty titles like Zero Belly Diet and 7-Day Flat-Belly Tea Cleanse. Revenue comes from book sales through retail and online channels.
- Affiliate Revenue: The company earns commissions from reader purchases through affiliate links, which are clearly disclosed at the beginning of stories containing such links.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Eat This, Not That! product offering
Product offeringCore offering
Eat This, Not That! operates EatThis.com, a free digital health and wellness publication that serves readers nutrition advice, healthy-eating guides, grocery and restaurant product reviews, weight-loss strategies, recipes, and fitness content reviewed by a Medical Expert Board of doctors and registered dietitians. The brand also publishes a New York Times best-selling line of health, nutrition, and weight-loss books (8+ million copies sold) under a partnership with Simon & Schuster.
Product overview
Eat This, Not That! is a health and wellness media brand offering a multi-platform content portfolio centered on its flagship EatThis.com website, which serves as the world's #1 nutrition website reaching 110+ million annual readers. The core offering consists of editorial articles, expert-backed guides, and original books covering healthy eating, weight loss, restaurant nutrition, recipes, and fitness. The company operates as a content publishing platform with eight distinct content verticals (News, Healthy Eating, Groceries, Weight Loss, Restaurants, Recipes, Drinks, Mind+Body), supported by a book publishing arm that has produced multiple bestselling titles with 8+ million copies sold. All content is produced by board-certified experts, registered dietitians, and trained journalists with editorial standards requiring human-written, fact-checked material—explicitly avoiding AI-generated content.
Differentiator
Problem solved
Functional benefit
Brands
- Zero Belly Diet: Weight loss franchise including cookbooks, smoothies, and breakfast guides.
- Cook This, Not That!
- Drink This, Not That!
- Grill This, Not That!
- The 7-Day Flat-Belly Tea Cleanse
Products and services
- EatThis.com Website Flagship free digital publication offering expert-reviewed articles, recipes, and guides across News, Healthy Eating, Groceries, Weight Loss, Restaurants, Recipes, Drinks, and Mind+Body verticals for general consumer readers.
- Eat This, Not That! Book Series New York Times best-selling series of health, nutrition, and weight-loss books including the original Eat This, Not That!, Cook This Not That!, Drink This Not That!, Grill This Not That!, Zero Belly Diet, and The 7-Day Flat-Belly Tea Cleanse, with 8+ million copies sold through retail and online bookstores via a Simon & Schuster publishing partnership.
- Newsletter Subscriptions Email newsletter subscriptions that distribute curated Eat This, Not That! health, nutrition, and food content directly to consumers on a recurring basis.
Quantifiable outcome
- 110+ million annual readers
- +2 more outcomes
Companies that use Eat This, Not That!
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Eat This, Not That! technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Eat This, Not That! partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Simon and SchustercorePartnership with Simon and Schuster for the Galvanized book imprint, publishing health, nutrition, and wellness titles including the Eat This, Not That! series and other branded books.
- MicrosoftcoreMicrosoft partnership for providing content to millions of readers through Microsoft platforms, expanding reach and distribution of Galvanized Media brands.
- Dotdash Meredith Digital NetworkcoreGalvanized Media brands including Eat This, Not That! are part of the Dotdash Meredith Digital Network for digital content distribution and monetization.
- Galvanized MediacoreEat This, Not That! is owned by Galvanized Media, a private media company recognized as a leader in Health & Wellness, founded in 2013 and led by David Zinczenko. Portfolio includes Best Life, Celebwell, Travelicious, and HelloGiggles.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Eat This, Not That! competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Eat This, Not That! social profiles
Digital presenceEat This, Not That! financial estimates
Financial estimateRevenue estimate
Valuation estimate
Eat This, Not That! leadership team
Management profileNumber of profiles
Profiles1 record
Eat This, Not That! funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Eat This, Not That! 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, Not That!
What does Eat This, Not That! do?
Eat This, Not That! operates EatThis.com, a free digital health and wellness publication that serves readers nutrition advice, healthy-eating guides, grocery and restaurant product reviews, weight-loss strategies, recipes, and fitness content reviewed by a Medical Expert Board of doctors and registered dietitians. The brand also publishes a New York Times best-selling line of health, nutrition, and weight-loss books (8+ million copies sold) under a partnership with Simon & Schuster.
Is Eat This, Not That! a public or private company?
Eat This, Not That! is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Eat This, Not That! founded?
Eat This, Not That! was founded in 2013. It employs 11 to 50 people.
Where is Eat This, Not That! based?
Eat This, Not That! is headquartered in New York, United States, in the North America region.
How does Eat This, Not That! make money?
Three revenue lines are on record. Digital Advertising is the primary driver. The others are book Publishing and Sales and affiliate Revenue.
Does Eat This, Not That! have an API?
No public API is recorded for Eat This, Not That!.
What industry is Eat This, Not That! in?
Eat This, Not That!'s product category is Health & Wellness Digital Media. Its primary akta.pro industry code is EDAAAHAA, Nutrition & Diet Education (Meal Planning, Macros, Healthy Cooking), with a secondary code of MPAJAAAG, Cookbooks, Food & Drink Publishing.