fatsecret
FatSecret operates a freemium calorie and macro tracking mobile app used by 12.9 million global consumers, supported by a 2.3M+ item human-verified food database, B2B Platform API licensing, and a newly launched Australian telehealth clinic for medically supervised weight loss.
- Company typePrivate
- Founded2006
- HeadquartersMelbourne, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What fatsecret does
FatSecret, operated by Secret Industries Pty Ltd and founded in 2006 in Melbourne, Australia, operates a freemium calorie and macro tracking mobile application used by approximately 12.9 million consumers globally across 200+ countries with localized content in 20+ languages. The company maintains what it claims is the world's largest human-verified food database with over 2.3 million items, built through 18+ years of community contributions and curation. The core product includes food logging, exercise tracking, weight management tools, a recipe library, and a community forum, with premium subscription tiers unlocking advanced features such as AI-powered Smart Food Scan (computer vision for food identification) and Smart Assistant (NLP-based voice/text logging).
FatSecret operates three distinct revenue streams: (1) Consumer Premium in-app subscriptions offering enhanced tracking, planning, and AI features; (2) B2B Platform API licensing to enterprise partners including Samsung Health, Fitbit, Nestlé, Lifescan, Ladder, and Hims & Hers, which embed FatSecret's food database and nutrition engine into their own health applications; and (3) fatsecret Clinic, launched in 2025 in Australia, offering medically supervised weight loss programs with GP consultations and accredited nutrition coaching at A$219 per quarter. The company also operates fatsecret Professional, a separate platform for healthcare practitioners to monitor patient nutrition.
The business is bootstrapped with 11-50 employees and operates without disclosed external funding. The company's strategic trajectory has shifted from a pure consumer data-tracking play toward integrated health services, with the Clinic launch representing a move into higher-value clinical care delivery. This vertical expansion positions FatSecret to capture downstream economics of weight management beyond data logging, though the Clinic is currently constrained to the Australian market.
fatsecret firmographics
Firmographics- Name
- fatsecret
- Legal name
- Secret Industries Pty Ltd
- Website
- https://fatsecret.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- FatSecret operates a freemium calorie and macro tracking mobile app used by 12.9 million global consumers, supported by a 2.3M+ item human-verified food database, B2B Platform API licensing, and a newly launched Australian telehealth clinic for medically supervised weight loss.
- Ownership category
- akta.pro rank
fatsecret industry classification
Industry- Product category
- Digital Health & Weight Management Software
- NAICS
- Diet and Weight Reducing Centers (812191)
- akta.pro primary industry
- Weight Loss Coaching (Non-Clinical) (HSADAFAB)
- akta.pro secondary industries
- Medical Nutrition Therapy (Registered Dietitian) (HSADAFAE), Obesity Medicine & Weight Management (HLAKADAL), Meal Planning & Prep Coaching (Macros, Grocery Guidance) (HSADAFAN), Weight Management & Behavior Change Education (EDAAAHAF)
Keywords
Where fatsecret is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
fatsecret business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Freemium App (Premium Subscription): Core app features (calorie tracking, macro tracking, barcode scanner, community, weight logging, achievements/streaks) are free. Premium subscription offers Smart Assistant, Smart Food Scan, Meal Planner, Dietitian-designed Meal Plans, Water Tracker, Learning Center, Recipe Logging, Custom Meals, and Copy Food features. Available as monthly, quarterly, or annual subscription with pricing varying by region.
- Nutrition Coaching Subscription: One-on-one video coaching sessions with Australian Accredited Practising Dietitians and Nutritionists. Two tiers: 1 Session/Month at $149/mo or 2 Sessions/Month at $229/mo (billed every 28 days). Includes fatsecret Premium access.
- Medically Supported Weight Loss Program: Medically supervised telehealth program with GP oversight, dietitian coaching, and where appropriate, medical treatments. Pricing starts from $399/month (billed every 28 days), with $100 off per month for first 3 months for new patients (starting from $299/month).
- Platform API Licensing: B2B licensing of fatsecret's food and nutrition database to enterprise customers including Samsung, Fitbit, Nestlé, Lifescan, Ladder, and Hims & Hers for integration into their health, fitness, and wellness products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free app with core tracking features |
| Subscription | Monthly | Premium subscription for advanced features |
| Subscription | Monthly | Nutrition Coaching - 1 Session/Month |
| Subscription | Monthly | Nutrition Coaching - 2 Sessions/Month |
| Subscription | Monthly | Medically Supported Weight Loss Program |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
fatsecret product offering
Product offeringCore offering
fatsecret operates a freemium mobile and web calorie-counter application backed by what it describes as the world's largest human-verified food and nutrition database, offering food and macro logging, barcode scanning, weight tracking, and community support to consumers in 20+ languages across 200+ countries. It monetizes through an optional Premium subscription (advanced tracking, AI-powered Smart Assistant and Smart Food Scan, dietitian-designed meal plans), an Australia-only fatsecret Clinic telehealth service for medically supervised weight loss and Accredited Practising Dietitian coaching, and a B2B Platform API that licenses the nutrition database to enterprise clients such as Samsung, Fitbit, Nestlé, and Lifescan.
Differentiator
Problem solved
Functional benefit
Brands
- fatsecret Clinic: Medically supported weight loss and nutrition coaching telehealth service offered in Australia, providing GP oversight, dietitian coaching, and personalized weight loss programs.
Products and services
- fatsecret App Free mobile calorie counter and macro tracking app for consumers, backed by a database of 2.3 million human-verified foods, with barcode scanning, weight logging, supportive community features, and achievements/streaks for motivation.
- fatsecret Premium Paid monthly/quarterly/annual subscription upgrade inside the fatsecret app offering Smart Assistant voice/text logging, Smart Food Scan AI photo analysis, Dietitian-designed Meal Plans, Meal Planner, Water Tracker, Learning Center, Recipe Logging, Custom Meals, and Copy Food features.
- fatsecret Clinic Australia-only telehealth service with two programs: a Medically Supported Weight Loss Program with GP oversight and optional medical treatments (from $399/28-day cycle), and Nutrition Coaching for Weight Loss with one-on-one video sessions with Accredited Practising Dietitians ($149-$229/28-day cycle).
- fatsecret Platform API B2B API providing access to the world's largest human-verified food and nutrition database, enabling developers and partners such as Samsung, Fitbit, Nestlé, Lifescan, Ladder, and Hims & Hers to build diet, nutrition, and health solutions in mobile apps, websites, devices, and other products.
- fatsecret Professional Monitoring tool for health professionals to support and track their clients' nutrition and weight management across multiple touchpoints.
Quantifiable outcome
- Premium members reach their weight loss goals 3.1x sooner than free users
- +2 more outcomes
Companies that use fatsecret
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles5 records
fatsecret technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability4 records
Feature7 records
fatsecret partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- SamsungcoreSamsung integrates fatsecret's food and nutrition database into its health and wellness ecosystem, allowing Samsung users to access comprehensive nutritional information within Samsung Health.
- FitbitcoreFitbit integrates fatsecret's nutrition database into its platform, enabling Fitbit users to track food intake and nutritional information alongside their fitness data.
- NestlécoreNestlé integrates fatsecret's food and nutrition database to enhance its health and wellness offerings, providing nutritional information to consumers.
- LifescancoreLifescan integrates fatsecret's nutrition database into its health monitoring products, supporting users in managing their nutritional intake.
- CoviucoreCoviu provides the secure telehealth video platform for fatsecret Clinic's GP and dietitian consultations with patients. All clinic appointments are conducted through Coviu's web-based video platform.
Scale indicators9 records
Recent moves9 records
Expansion highlights5 records
fatsecret competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key highlights7 records
Customer concentration
fatsecret social profiles
Digital presencefatsecret financial estimates
Financial estimateRevenue estimate
Valuation estimate
fatsecret leadership team
Management profileNumber of profiles
Profiles7 records
fatsecret funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
fatsecret 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 fatsecret
What does fatsecret do?
fatsecret operates a freemium mobile and web calorie-counter application backed by what it describes as the world's largest human-verified food and nutrition database, offering food and macro logging, barcode scanning, weight tracking, and community support to consumers in 20+ languages across 200+ countries. It monetizes through an optional Premium subscription (advanced tracking, AI-powered Smart Assistant and Smart Food Scan, dietitian-designed meal plans), an Australia-only fatsecret Clinic telehealth service for medically supervised weight loss and Accredited Practising Dietitian coaching, and a B2B Platform API that licenses the nutrition database to enterprise clients such as Samsung, Fitbit, Nestlé, and Lifescan.
Is fatsecret a public or private company?
fatsecret is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was fatsecret founded?
fatsecret was founded in 2006. It employs 11 to 50 people.
Where is fatsecret based?
fatsecret is headquartered in Melbourne, Australia, in the Oceania region.
How does fatsecret make money?
Four revenue lines are on record. Freemium App (Premium Subscription) is the primary driver. The others are nutrition Coaching Subscription, medically Supported Weight Loss Program and platform API Licensing.
Does fatsecret have an API?
Yes. The fatsecret Platform API provides access to the largest global food and nutrition database, allowing developers to build diet, nutrition, and health solutions. It can be integrated into mobile apps, websites, devices, and other products and services. The API powers nutrition insights behind leading health, fitness, and wellness products worldwide. Developer documentation is at platform.fatsecret.com/platform-api.
What industry is fatsecret in?
fatsecret's product category is Digital Health & Weight Management Software. Its primary akta.pro industry code is HSADAFAB, Weight Loss Coaching (Non-Clinical), with a secondary code of HSADAFAE, Medical Nutrition Therapy (Registered Dietitian). Its NAICS code is 812191.