myfood24
myfood24, operated by Dietary Assessment Ltd, is a University of Leeds spinout providing biomarker-validated nutritional analysis software for healthcare professionals, academic researchers, teaching institutions, and commercial API partners across 39 international datasets.
- Company typePrivate
- Founded2017
- HeadquartersLeeds, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What myfood24 does
myfood24, operated by Dietary Assessment Ltd, is a UK-based nutritional analysis software platform spun out of the University of Leeds in January 2017. Originally conceived in the School of Food Science & Nutrition and developed under a £1M Medical Research Council grant from 2012-2016, the platform provides biomarker-validated dietary assessment for healthcare professionals, academic researchers, teaching institutions, and commercial API partners. It addresses a gap between consumer nutrition apps lacking scientific rigour and traditional paper-based dietary assessments that are time-intensive and prone to coding errors. The platform holds ISO 27001, Cyber Essentials Plus, NHS Data Security and Protection Toolkit, DCB0129, and DTAC certifications, positioning it for NHS and clinical procurement.
The platform's core technology is a SaaS multi-tenant application hosted on AWS with RESTful API architecture, fronted by a database of over 507,000 food and drink items covering up to 225 macro and micronutrients across 39 international datasets and 11 languages. Proprietary technical components include a branded-to-generic food mapping process with overstamping to infill missing micronutrient values, barcode scanning via the patient-facing iOS and Android apps, recipe builder with cooking-adjusted nutrient outputs, and biomarker validation against urinary and plasma reference measures. Product lines include myfood24 Healthcare (clinical patient monitoring), myfood24 Research (epidemiological and clinical studies), myfood24 Teaching (nutrition education), and commercial offerings comprising a RESTful API with React Native SDK plus a white-label deployment option.
Revenue is generated via quote-based, multi-year subscription licensing across all segments, with go-to-market motion tailored per segment: sales-led with demo booking for healthcare, community-led through academic partnerships for research and teaching, and API-first plus white-label for commercial integrators. Named customers include York Hospital NHS Trust (71% patient uptake in Tier 3 weight management), University of Southampton, Liverpool Hope University, CSN Health & Nutrition, and international research cohorts in Denmark, Germany, Norway, Australia, and Peru. The company has received no disclosed venture capital beyond an initial University of Leeds Enterprise Fund seed investment.
myfood24 firmographics
Firmographics- Name
- myfood24
- Legal name
- Dietary Assessment Ltd
- Website
- https://myfood24.org
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- myfood24, operated by Dietary Assessment Ltd, is a University of Leeds spinout providing biomarker-validated nutritional analysis software for healthcare professionals, academic researchers, teaching institutions, and commercial API partners across 39 international datasets.
- Ownership category
- akta.pro rank
myfood24 industry classification
Industry- Product category
- Nutritional Analysis Software
- akta.pro primary industry
- Medical Nutrition Therapy (Registered Dietitian) (HSADAFAE)
- akta.pro secondary industries
- Nutrition & Dietetics Services (EDALAFAH), Nutrition Facts / Nutrition Panel Verification (macro/micro nutrients, calories) (AFALAHAA), Nutrition Surveillance, Assessments & Early Warning Systems (BPADAJAF), Meal Planning & Prep Coaching (Macros, Grocery Guidance) (HSADAFAN)
Keywords
Where myfood24 is headquartered
LocationHeadquarters
- HQ city
- Leeds
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
myfood24 business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Infrastructure, Marketing or Sales
Revenue model
- Healthcare Platform Licensing: Licensing of myfood24 Healthcare platform to healthcare organisations. Healthcare professionals purchase licences to support patients with diet-related disease monitoring.
- Research Platform Licensing: Licensing of myfood24 Research platform to academic institutions and researchers for dietary assessment in nutrition research studies.
- Teaching Platform Licensing: Licensing of myfood24 Teaching platform to educational institutions for student education in nutrition and dietetics courses.
- API and SDK Integration: Commercial API access for businesses integrating food diary functionality into their platforms, offered as SaaS with maximum performance, resilience and security.
- White Labelling: White label solution allowing companies to customise and rebrand the platform under their own branding for market entry without building own software.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Healthcare Platform - quote-based licensing |
| Subscription | Multi-year contract | Research Platform - quote-based licensing |
| Subscription | Multi-year contract | Teaching Platform - quote-based licensing |
| Subscription | Multi-year contract | Commercial API - quote-based pricing |
| Subscription | Multi-year contract | White Labelling - custom pricing |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
myfood24 product offering
Product offeringCore offering
myfood24 provides a SaaS nutritional analysis platform for healthcare professionals, academic researchers, and teaching institutions to conduct validated dietary assessments. Its database covers over 507,000 food and drink items with up to 225 nutrients across 39 international datasets and 11 languages, delivered through dedicated Healthcare, Research, and Teaching products, plus a RESTful API and white-label offering for commercial integrators.
Differentiator
Problem solved
Functional benefit
Products and services
- myfood24 Healthcare Nutritional analysis software for healthcare professionals (dietitians, clinicians, GPs) and their patients to monitor dietary intake and support management of diet-related disease including diabetes, obesity, cancer, gastroenterology, malnutrition, and renal conditions. Features personalised nutrient targets, progress monitoring, barcode scanning, activity tracking, and weight/BMI management.
- myfood24 Research Dietary assessment platform for academic and clinical researchers to conduct large-scale nutritional epidemiology studies with biomarker-validated data collection. Supports 24-hour recalls, food diaries, and detailed nutrient intake analysis across 39 international datasets and 11 languages.
- myfood24 Teaching Educational tool for teaching professionals and students in nutrition, dietetics, food science, sports science, medicine, nursing, and psychology courses to perform practical dietary analysis exercises with immediate feedback.
- myfood24 API RESTful API integration solution (with React Native SDK) allowing businesses to embed myfood24's food diary functionality, validated nutrient database, and dietary analysis into their own applications and platforms.
- myfood24 White Label Customisable white-label solution enabling companies to brand and deploy the myfood24 nutritional analysis platform under their own identity for their customers, without building proprietary nutrition software.
Quantifiable outcome
- 82% of dietetic outpatients used myfood24 with 13 minutes time saved in 1/3 of appointments
- +3 more outcomes
Companies that use myfood24
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles4 records
myfood24 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature8 records
myfood24 partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- University of LeedscoreSpinout company from University of Leeds founded January 2017 by Professor Janet Cade. Originally conceived in School of Food Science & Nutrition. Funded by £1M MRC research grant 2012-2016. Andy Duley serves as Director of Commercialisation at University of Leeds.
- Imperial College LondoncoreCollaborated with Imperial College London for biomarker validation studies. myfood24 validated against independent nutrient reference measures including urinary and plasma biomarkers.
- Danish Cancer Research SocietycoreDeveloped myfood24 Denmark in collaboration with Danish Cancer Research Society for use in the DCH-NG cohort study led by Prof Tjønneland.
- University of Queensland (Australia)coreCollaboration for development of myfood24 Australia with local branded products database.
- University of Bonn (Germany)coreProf Dr Ute Nöthlings at University of Bonn collaborated to adapt myfood24 for Germany including translation and inclusion of German Food Composition Tables.
- University of Agder (Norway)coreLed by Dr Anine Medin, Dietary Methodology team collaborated to create myfood24 Norway version with Norwegian Food Composition Table.
- University of the West Indies (Caribbean)coreClose collaboration for creation of myfood24 Caribbean database reflecting Caribbean dietary patterns.
- UniLaSalle (France)coreDeveloped myfood24 France in collaboration with UniLaSalle for French diet and nutrition research.
- Fernfachhochschule Schweiz/FFHS (Switzerland)coreCollaborative effort with FFHS for development of myfood24 Switzerland with Swiss Food Composition database.
- Universidad Peruana Cayetano Heredia (Peru)coreDevelopment of myfood24 Peru fully translated into Spanish with Peruvian National Food Composition Tables.
- University of Sheffield (UK)minorPartnered with University of Sheffield to create dedicated database for enteral feeds and food/drink for medical purposes.
- Psychiatric Epidemiology and Evaluation Unit St John of God Clinical Research Centre (Italy)coreCollaborated to create myfood24 Italy reflecting Italian population food consumption with Banca Dati di Composizione degli Alimenti.
- Amazon Web ServicescoreThird-party server hosting provider for myfood24 SaaS multi-tenant application. Servers located in Dublin, Ireland.
Scale indicators7 records
Recent moves6 records
Expansion highlights4 records
myfood24 competitors and assessment
Company assessmentDirect peers
- Nutritics: Nutritics is a Dublin-based nutrition analysis platform offering food composition databases, dietary assessment tools, and APIs for healthcare professionals, researchers, and foodservice. Direct competitor to myfood24 in clinical/research dietary assessment with similar SaaS licensing model.
- Nutritionix: Nutritionix is a US-based nutrition data provider offering a verified food database, API, and branded SDK used by health and fitness apps. Comparable to myfood24's API and white-label offering with similar developer-focused GTM and recurring licensing model.
- ESHA Research: ESHA Research produces the Genesis R&D and Food Processor nutrition analysis software used by food manufacturers, dietitians, and academic institutions. Comparable to myfood24's research and teaching products with deep nutrient database and clinical/professional user base.
- DietMaster Systems: DietMaster Systems is a US-based provider of clinical nutrition analysis software serving dietitians, hospitals, and wellness programs. Comparable to myfood24 Healthcare with similar dietitian-facing workflow and nutrient database approach.
Broad incumbents
- USDA FoodData Central: USDA FoodData Central is the free US government reference nutrient database covering generic and branded foods. It is a foundational data source that both myfood24 and competitors build upon, and represents the broader public-sector incumbent in nutrition reference data.
- MyFitnessPal: MyFitnessPal is the largest consumer nutrition tracking app with 200M+ users and a substantial food database. While not clinically validated like myfood24, it represents the broad incumbent that consumer users and budget-constrained clinicians compare against when evaluating nutrition tools.
- Noom: Noom is a commercial digital health company offering behaviour-change-based weight management programs with food logging, coaching, and content. While operating at much larger scale, it overlaps with myfood24's patient-facing nutrition tracking and weight management use case at a different quality/price point.
Emerging players
- Spoon Guru: Spoon Guru provides food and nutrition data APIs and AI-powered food classification for health platforms and retailers. Comparable to myfood24's API/SDK offering, though Spoon Guru focuses more on retail/e-commerce tagging while myfood24 focuses on dietary assessment.
- Cronometer: Cronometer is a consumer-facing nutrition tracker emphasising micronutrient completeness and data quality, positioned between MyFitnessPal and clinical tools. Comparable to myfood24 in micronutrient depth claim, though operating at consumer scale rather than clinical/research licensing.
- Innit: Innit provides a nutrition intelligence platform connecting food, health data, and personalised recommendations via APIs and partnerships with grocery and appliance brands. Comparable to myfood24's API/data play with a more consumer IoT and grocery orientation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
myfood24 social profiles
Digital presencemyfood24 compliance and trust
Trust signalCompliance8 records
myfood24 financial estimates
Financial estimateRevenue estimate
Valuation estimate
myfood24 leadership team
Management profileNumber of profiles
Profiles8 records
myfood24 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
myfood24 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 myfood24
What does myfood24 do?
myfood24 provides a SaaS nutritional analysis platform for healthcare professionals, academic researchers, and teaching institutions to conduct validated dietary assessments. Its database covers over 507,000 food and drink items with up to 225 nutrients across 39 international datasets and 11 languages, delivered through dedicated Healthcare, Research, and Teaching products, plus a RESTful API and white-label offering for commercial integrators.
Is myfood24 a public or private company?
myfood24 is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was myfood24 founded?
myfood24 was founded in 2017. It employs 1 to 10 people.
Where is myfood24 based?
myfood24 is headquartered in Leeds, United Kingdom, in the Europe region.
How does myfood24 make money?
Five revenue lines are on record. Healthcare Platform Licensing is the primary driver. The others are research Platform Licensing, teaching Platform Licensing, API and SDK Integration and white Labelling.
Who are myfood24's main competitors?
Direct peers on record are Nutritics, Nutritionix, ESHA Research and DietMaster Systems. Broad incumbents are USDA FoodData Central, MyFitnessPal and Noom. Emerging players are Spoon Guru, Cronometer and Innit.
Does myfood24 have an API?
Yes. myfood24 offers a RESTful API-driven architecture, meaning all functionality visible in the GUI is also usable for integrations with other applications and systems. The API is available for commercial customers and provides access to the food and nutrient database with over 200,000 food items and 100+ macro and micronutrients. An SDK integration option using React Native framework is also offered. Developer documentation is at myfood24.org/apidocs.
What industry is myfood24 in?
myfood24's product category is Nutritional Analysis Software. Its primary akta.pro industry code is HSADAFAE, Medical Nutrition Therapy (Registered Dietitian), with a secondary code of EDALAFAH, Nutrition & Dietetics Services.