I'm a Foodie

What I'm a Foodie does

I'm a Foodie is an Amsterdam-based, independently operated evidence-based nutrition platform founded in 2013 by dietitian and food scientist Marijke Berkenpas, with co-founder Bart Mol, and operating as part of A Grassroot Company. The platform publishes an extensive Dutch-language content library spanning 850+ blog posts, 6+ books (including the 60,000-copy-selling 'Eet als een expert' and the 2026 'Eet als een expert 2.0' edition), and 240+ podcast episodes across 'Een Podcast over Voeding' and the weekly 'Broodje Jaap!' short-form series with Prof. Jaap Seidell. A network of 19+ credentialed dietitians and food scientists produces and reviews content, with explicit independence from the food industry positioned as a core brand promise.

The company's revenue model is multi-stream and consumer-anchored: direct-to-consumer book and digital product sales through checkout.iamafoodie.nl and Bol.com (e.g., softcover at €29.95, Superfan package at €57), tiered monthly subscriptions and pre-paid credits for the AI-powered 'Eet als een atleet Buddy' WhatsApp chatbot (€6.99-€19.99/month), annual accredited professional symposia and replay packages (€99-€119), corporate webinars (e.g., the '10 haalbare stappen' series), and voluntary listener donations via the 'Vriend van de Show' community. The Atleet Buddy is the company's most recent technology addition: a WhatsApp-delivered, book-grounded AI chatbot providing 24/7 sports nutrition Q&A without medical advice.

The platform serves two principal customer sets: health-conscious Dutch consumers seeking independent, science-based eating guidance, and nutrition/healthcare professionals (dietitians, scientists) purchasing accredited education and content. A secondary B2B layer serves corporate clients (Anderzorg, Albert Heijn, Basic-Fit, DEEN Supermarkten) and health insurers via custom content projects, webinars, and sponsored materials. The company operates exclusively in the Netherlands market and has no disclosed external institutional funding.

Name

I'm a Foodie

Legal name

I'm a Foodie

Website

https://iamafoodie.nl

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

I'm a Foodie is an Amsterdam-based, independently operated evidence-based nutrition platform that publishes Dutch-language books, podcasts, and accredited professional symposia, and operates an AI-powered WhatsApp chatbot for sports nutrition, serving health-conscious consumers and nutrition professionals in the Netherlands.

Ownership category

akta.pro rank

Product category

Nutrition Education and Publishing

NAICS

Diet and Weight Reducing Centers (812191)

akta.pro industry

PRIMARYHSADAFAA

General Nutrition Coaching

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

SECONDARYEDAAAHAA

Nutrition & Diet Education (Meal Planning, Macros, Healthy Cooking)

Education/Adult & Continuing Education/Health, Wellness & Lifestyle Education (Nutrition, Fitness, Mindfulness)

SECONDARYHSADAFAO

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

• Nutrition content publishing
• Evidence-based nutrition education
• Dietitian-led health media
• Sports nutrition publishing
• Professional wellness events

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Book Sales: Physical and digital books sold through own shop and Bol.com. Eet als een expert (2016) sold 60,000 copies. New Eet als een expert 2.0 available in softcover (€29.95) and Superfan package (€57).
2. Atleet Buddy Subscription: AI-powered WhatsApp nutrition assistant with credit-based pre-paid packages and monthly subscriptions. Plans range from €6.99/month (Buddy Start) to €19.99/month (Buddy Pro). Pre-paid credits also available.
3. Corporate Webinars: B2B webinars for companies on healthy eating, delivered by Marijke Berkenpas. Two-part webinar series 'In 10 haalbare stappen naar een gezonder eetpatroon' tailored for corporate clients.
4. Symposia & Professional Education: Annual professional symposia with accreditation points (BLCN, ADAP, BGN, NVvPO). Replay packages available (€99-€119). In-person and livestream options.
5. Podcast Donations: Voluntary donations through 'Vriend van de Show' platform. One-time donations via bunq.me/podcastovervoeding or recurring support at €2.50/month.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

I'm a Foodie is an evidence-based nutrition platform that delivers science-backed nutrition education through multiple formats: published books (Eet als een expert series sold 60,000+ copies), the Een Podcast over Voeding podcast series (500,000+ listens), an AI-powered WhatsApp chatbot (Atleet Buddy) for sports nutrition guidance, B2B corporate wellness webinars, and annual accredited symposia for nutrition professionals. The platform is operated by a network of 19+ credentialed dietitians and nutrition scientists and explicitly maintains independence from the food industry.

Product overview

I'm a Foodie is an evidence-based nutrition platform operated by dietitians and food scientists, offering a multi-product portfolio centered on books, podcasts, and digital tools. The core products include the 'Eet als een expert' nutrition book series (the original 2016 bestseller with 60,000+ copies sold and the upcoming 2026 2.0 edition), the 'Eet als een atleet' sports nutrition book (with a running edition sub-product), and the 'Eet als een expert mini/zwanger' pregnancy nutrition guides. The platform's media offerings include the 'Een Podcast over Voeding' biweekly podcast (248+ episodes) and the weekly 'Broodje Jaap!' short podcast. The portfolio is complemented by the AI-powered 'Eet als een atleet Buddy' WhatsApp chatbot (a digital add-on to the sports book), B2B webinar programs for businesses, annual professional symposia, and free digital resources (infographics and e-books). The products share a common mission: translating nutrition science into practical, evidence-based advice for consumers and professionals.

Differentiator

Problem solved

Functional benefit

Brands

• Eet als een expert: Bestselling nutrition book series; first edition published 2016, second edition (2.0) launching 2026
• Eet als een atleet
• Eet als een expert mini
• Een Podcast over Voeding
• Atleet Buddy
• I’m a Foodie Symposium
• I’m a Foodie goodies

Products and services

• Eet als een expert 2.0 A fully revised and updated evidence-based nutrition guide book authored by four nutrition scientists and dietitians, translating the latest science to the plate. Contains 110 new recipes, 18 shopping choice guides, behavioral psychology (ACT) content, plant-forward approach, and 15 infographics. Pre-order available in softcover (€29.95) and Superfan package (€57).
• Eet als een expert (2016) The original nutrition guide book by Marijke Berkenpas, Gaby Herweijer, Jolien Klamer, and Liesbeth Smit, published by Kosmos. Sold over 60,000 copies, offering practical advice, weekly meal plans, and recipes grounded in nutrition science.
• Eet als een atleet A sports nutrition book by Marijke Berkenpas covering nutrition for athletic performance, training recovery, and sports supplements.
• Eet als een atleet: hardloop editie A specialized edition of the sports nutrition book focused on running, teaching how to maintain a healthy and nutritious diet for runners.
• Eet als een expert mini A specialized nutrition guide for parents focused on infant and toddler feeding, providing science-based dietary advice for early-life nutrition.
• Eet als een expert – zwanger! A specialized nutrition guide focused on nutrition during pregnancy, providing science-based dietary advice for expectant mothers.
• Een Podcast over Voeding A biweekly evidence-based podcast show in which dietitians and scientists discuss nutrition science topics and translate research into daily practice. Hosted by Bart Mol with over 248 episodes and more than 500,000 listens since 2019 launch.
• Broodje Jaap! A weekly short-form podcast (approximately 15 minutes) in which Bart Mol discusses the week's nutrition news with Prof. dr. ir. Jaap Seidell. Released every Wednesday.
• Eet als een atleet Buddy An AI-powered WhatsApp chatbot that allows users to chat 24/7 with the content of the Eet als een atleet book. The Buddy generates answers from the book's knowledge base, providing nutrition and sports nutrition tips via pre-paid credits or monthly subscriptions (Buddy Start €6.99/month, Buddy Active €11.99/month, Buddy Pro €19.99/month).
• Zakelijke Webinars (Business Webinars) A two-part webinar series (60 minutes each) for businesses delivered by Marijke Berkenpas, covering 10 achievable steps toward a healthier diet. Designed to inspire employees to eat healthier step by step and remain sustainably employable. Tailored for corporate clients including health insurers, retailers, and fitness brands.
• Symposia voor Voedingsprofessionals Annual professional symposia for nutrition and healthcare professionals, covering topics such as the microbiome, nutrition trends, sports nutrition, and book launches. Accredited for BLCN, ADAP, BGN, NVvPO professional development points. Available onsite and via livestream, with replay packages priced €99–€119.
• Favorieten ebook (3.0) The third edition of the Favorites e-book featuring 100 recipes, including Ferrero-style energy balls, street-style gyros with tzatziki, and chickpea blondies. Digital recipe e-book in PDF format.
• Eet als een expert – Party Time E-BOOK A digital recipe e-book featuring party-themed recipes published in PDF format.

Quantifiable outcome

• 60,000 copies sold of first book edition
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability3 records

Feature1 record

Partnerships

Five partnerships are on record, tiered minor and core.

• Voeding NuminorGTM or Marketing PartnerVoeding Nu serves as proud media partner for the Eet als een expert 2.0 launch symposium. Voeding Nu is a magazine about nutrition and health for health professionals. Podcast listeners receive 50% discount on Voeding Nu subscription.
• MediCourseminorStrategic or Co-development PartnerBelgian medical education platform organizing the Kindervoedingscongres (Child Nutrition Congress) featuring I'm a Foodie authors. Conference code 'FOODIE' provides 16% discount. Sessions available live and online with replay access.
• Vriend van de ShowminorOthersCrowdfunding/donation platform enabling listener support. One-time donations via bunq.me/podcastovervoeding or recurring €2.50/month subscriptions. Supports podcast production and I'm a Foodie's independent mission.
• Healthcare Insurers & Health FundsminorStrategic or Co-development PartnerCollaboration with health insurers and health foundations on reliable nutrition content development. Includes magazines, videos, presentations, and online masterclasses.
• Corporate Clients (Anderzorg, Albert Heijn, Basic-Fit, DEEN)coreStrategic or Co-development PartnerContent development partnerships with Anderzorg (blogs & WhatsApp service), Albert Heijn (Kickstart 2018 campaign), Basic-Fit (weight loss e-book), and DEEN Supermarkten (concept, recipes, infographics).

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Flowee: Dutch digital health coaching and nutrition platform combining app-based guidance with human coaching. Comparable to I'm a Foodie's nutrition coaching and AI chatbot subscription offerings.
• Happinez: Dutch wellness media brand spanning magazine, online content, and events. Comparable to I'm a Foodie's content-led wellness media positioning in the Dutch consumer market.

Direct peers

• Noom: Subscription-based nutrition and behavior change coaching platform with content-led GTM and recurring digital subscriptions. Comparable to I'm a Foodie's evidence-based content plus subscription/AI chatbot model.
• Foodspring: European sports nutrition brand producing content, supplements, and educational material for athletes. Comparable to I'm a Foodie's 'Eet als een atleet' sports nutrition book and Atleet Buddy product line.
• Orangefit: Dutch personalized nutrition coaching service focused on healthy eating and behavior change. Comparable to I'm a Foodie's coaching-style content, books, and subscription tools.
• NewFysic: Dutch weight loss and healthy eating coaching platform offering structured programs with nutrition guidance. Directly comparable to I'm a Foodie's general consumer nutrition coaching offering in the same Dutch market.

Others

• Basic-Fit: Largest fitness chain in the Netherlands and an existing I'm a Foodie B2B customer (weight loss e-book). Comparable as a Dutch consumer health ecosystem player and as a strategic partner channel.

Broad incumbents

• MyFitnessPal: Large incumbent nutrition tracking and content platform with subscription model. Comparable to I'm a Foodie's content-led consumer acquisition and recurring subscription monetization approach.
• Voedingscentrum: Dutch government-backed nutrition information portal providing evidence-based consumer guidance. Directly comparable to I'm a Foodie's evidence-based blog, podcast, and consumer education content in the Dutch market.
• WW (Weight Watchers): Global incumbent in weight management and nutrition coaching combining content, community, and digital tools. Comparable to I'm a Foodie as a scaled version of the same content-plus-coaching model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/amafoodie
• Instagraminstagram.com/marijkeberkenpas
• LinkedInlinkedin.com/company/iamafoodie

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 I'm a Foodie