Eat Smarter

Name

Eat Smarter

Legal name

EAT SMARTER GmbH & Co. KG

Website

https://eatsmarter.de

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Online Recipe and Nutrition Content

akta.pro industry

PRIMARYHSADAFAO

Corporate/Workplace Nutrition & Weight Management Programs

Home & Personal Services/Fitness, Wellness & Personal Training/Nutrition Coaching & Weight Management

SECONDARYHSADAFAN

Meal Planning & Prep Coaching (Macros, Grocery Guidance)

Home & Personal Services/Fitness, Wellness & Personal Training/Nutrition Coaching & Weight Management

Keywords

• Healthy recipe database
• Nutrition content platform
• Recipe subscription service
• Diet meal planning
• Digital food publishing

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain

Revenue model

1. Premium Subscription (EAT SMARTER+): Monthly subscription at €2.95 providing unlimited recipe access (30,000+ recipes), premium content including SmartBooks, Infografiken (300 food infographics), weekly meal planner (4 weeks advance), unlimited recipe saving, and minimal advertising (only from premium partners).
2. Digital Advertising: Programmatic and banner advertising on website and apps, native advertorials, crossmedia offerings including branded recipe integrations, sponsored content sections, and product placements.
3. Print Magazine & Digital Publications: EAT SMARTER magazine with verified circulation of 78,135 copies (IVW I/26), digital e-Paper versions, and special issue cookbooks.
4. Online Courses: Digital nutrition courses including weight loss programs (Abnehmkurs) and sugar reduction courses (Zuckerkurs) sold separately from subscription.
5. B2B Corporate Wellness: Corporate wellness solutions through eatsmarter-bgm.de offering employee nutrition programs and corporate partnerships.
6. Print Books & Cookbooks: Sale of physical products including the Abnehmbuch (weight loss book, 400 pages) and Jubiläumsbuch (anniversary book) through the online shop.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels8 records

Core offering

EAT SMARTER operates a digital healthy-eating content platform offering over 100,000 recipes developed by professional chefs and nutrition scientists, accessible free via website and iOS/Android apps and unlocked in full via the EAT SMARTER+ premium subscription (€2.95/month). Each recipe includes a proprietary Health Score (0-100), full nutritional analysis, filtering by diet and ingredient, weekly meal planning, and shopping list functionality. Adjacent revenue lines include a print/digital magazine, online nutrition courses (Abnehmkurs, Zuckerkurs), physical cookbooks, and a separate B2B corporate wellness offering at eatsmarter-bgm.de.

Product overview

EAT SMARTER is a German healthy eating platform comprising a website with over 100,000 recipes, iOS/Android mobile apps, and the EAT SMARTER+ premium subscription service (2.95 EUR/month). The core platform is complemented by a recipe video section, a food encyclopedia with 350+ infographics, online nutrition courses (weight loss and sugar reduction), a print/digital magazine, and an e-commerce shop. The platform features a proprietary Health Score system (0-100) that rates recipe healthiness based on ingredient analysis.

Differentiator

Problem solved

Functional benefit

Brands

• EAT SMARTER+: Premium subscription service offering exclusive content, 30,000 recipes, unlimited saved recipes in 'My Cookbook', weekly meal planner, and access to SmartBooks with expert health guidance.

Products and services

• EAT SMARTER Website Platform Europe's largest foodsite for healthy nutrition, offering over 100,000 healthy recipes developed and tested by nutrition experts, with expert articles on nutrition and health, recipe search/filtering, and shopping integration. Free access with advertising-supported monetization.
• EAT SMARTER Mobile App (iOS / Android) Native iOS and Android app providing 10,000+ free recipes with the Health Score (0-100), calorie and nutrient detail, recipe search/filtering, meal planning and shopping list functionality, and an optional premium EAT SMARTER+ upgrade. Available on Apple App Store and Google Play Store.
• EAT SMARTER+ Premium Subscription Premium subscription at €2.95/month granting unlimited access to 30,000+ healthy recipes (including 10,000 exclusive weight loss recipes), SmartBooks expert health guides, 300 food infographics, 4-week meal planner, unlimited saved recipes, themed worlds for disease prevention, personal goals, 20 diet programs and child health, and minimal advertising.
• EAT SMARTER Magazine (Print & e-Paper) Print and digital magazine with verified circulation of 78,135 copies (IVW I/26), featuring seasonal recipes and editorial content on healthy eating. Available as print subscription, single-issue newsstand, or e-Paper digital edition with a free trial issue.
• Digital Recipe Collections (SmartBooks) Curated themed recipe collections (SmartBooks) for EAT SMARTER+ subscribers, organized by themes such as quick meals, intermittent fasting, seasonal ingredients, and dietary concepts like Low Carb and Keto, with expert-authored health guides.
• EAT SMARTER Online Nutrition Courses Online nutrition courses including the Abnehmkurs (weight loss course) and Zuckerkurs (sugar course) based on latest scientific findings for healthy, sustainable weight management, delivered via the dedicated learning platform kurse.eatsmarter.de and sold as one-time purchases outside the subscription.
• EAT SMARTER Shop (Physical Products) Online shop (eatsmartershop.de) selling physical cookbooks including the 400-page Abnehmbuch (weight loss book) and Jubiläumsbuch (anniversary book), plus magazine subscriptions and special issues.

Quantifiable outcome

• Over 100,000 healthy recipes available on the platform
• +3 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• ReformhauscoreGTM or Marketing PartnerPremium partner and co-branding partner for the 'Natürlich besser-Blog' (Naturally Better Blog). The blog provides content around health, nutrition, and beauty topics, combining Reformhaus expertise with EAT SMARTER recipe content. This is a key content marketing partnership.
• FRoSTAminorGTM or Marketing PartnerPremium partner for branded content and product integration within recipe context. FRoSTA frozen foods featured in relevant healthy recipe contexts.
• MUTTIminorGTM or Marketing PartnerPremium partner for branded content and product integration. MUTTI tomato products featured in recipe content.
• TK - Die TechnikerminorGTM or Marketing PartnerPremium partner for health-focused content collaboration. Major German health insurance company providing wellness-focused content integration.
• Uniklinik KölnminorStrategic or Co-development PartnerPremium partner providing medical and nutrition research credibility. University hospital contributing expert health and nutrition content.
• YakultminorGTM or Marketing PartnerPremium partner for gut health and probiotic-related content. Japanese probiotic company providing content for digestive health articles and recipes.
• SchaebensminorGTM or Marketing PartnerPremium partner for health and beauty content integration. German skincare brand providing content for wellness-focused articles.
• MyFoodDoctorminorGTM or Marketing PartnerPremium partner for nutrition and health content collaboration. Digital health platform providing complementary nutrition expertise.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• MyFitnessPal: Global nutrition-tracking app with a large recipe database and premium tier. Comparable adjacency through calorie tracking, recipe content, and meal planning, but its core product is logging rather than publisher-led content.

Direct peers

• Lifesum: Swedish nutrition and meal-planning app offering calorie tracking, healthy recipes, and diet-specific plans under a premium subscription. Comparable product surface (recipes + meal plans + premium tier) targeting a similar health-conscious consumer.
• Foodspring: Berlin-based health and nutrition brand combining content (Magazin), products (protein bars, supplements), and a digital subscription layer. Strongly comparable German-language healthy-living brand with overlapping content/community monetization.
• Chefkoch.de: Germany's largest general recipe platform owned by Gruner + Jahr. Operates a similar recipe-and-community model targeting German-speaking consumers, making it the most direct competitor for SEO traffic and recipe-discovery share.
• Lecker (Funke Medien): German recipe magazine and digital platform published by Funke Medien. Closely comparable because it combines paid print circulation, healthy-eating editorial positioning, and digital recipe content in the German market.
• Yazio: German-origin nutrition tracking app with meal planning, calorie counting, and recipe features. Competitor for the same German consumer audience pursuing calorie-controlled nutrition via a digital subscription.
• Kitchen Stories: Berlin-based recipe and cooking app offering video-led recipes with meal planning. Direct competitor for premium consumer subscribers seeking healthy recipe inspiration on mobile platforms in Europe.

Broad incumbents

• BBC Good Food: Established UK healthy-eating and recipe media brand from BBC Studios. Comparable as a premium, editorially-led recipe and healthy-eating destination with multiple revenue streams (ads, subscriptions, partnerships).
• Allrecipes: Largest English-language user-generated recipe platform (Dotdash Meredith). Comparable as a mass-market digital recipe destination competing for the same SEO-driven healthy-recipe traffic.
• EatingWell: US-based healthy-eating media brand (print magazine + digital recipes + meal plans) owned by Dotdash Meredith. Broader-scale incumbent executing the same magazine-plus-digital-recipe model Eat Smarter operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/EatSmarter
• Instagraminstagram.com/eatsmarter_de
• Pinterestpinterest.de/eatsmarter
• Xx.com/eatsmarter_de
• LinkedInlinkedin.com/company/eat-smarter

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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 Eat Smarter