What Nutrifox does

Nutrifox is a small, privately held SaaS company that enables food bloggers and website owners to generate, customize, and embed nutrition labels on recipe web pages. The core product is a web-based application in which users paste an ingredient list and the service returns a responsive, styleable nutrition label that can be embedded via code snippet or through a dedicated WordPress plugin. The Nutrifox WP Connector plugin adds Gutenberg block support and in-editor previews, and the product integrates with the Tasty Recipes plugin (also from sister company WP Tasty) to surface nutrition data directly inside recipe cards. Underlying technology is a web SaaS front end backed by a proprietary food/nutrition database, with payments processed through Stripe and PayPal, security/caching via Cloudflare, customer support through Intercom, email marketing via ConvertKit, and an affiliate program run on ShareASale.

The business model is product-led growth: self-serve sign-up at nutrifox.com with a 14-day free trial (no credit card required), after which users pay $9 per month or $89 per year. Food Blogger Pro annual members receive the service at no additional cost, and cancellation triggers a 30-day degradation of embedded labels before removal, creating soft retention mechanics. The company was founded around 2016 and was acquired by Strategy11, LLC on November 30, 2022, operating today as a product within the Strategy11 / WP Tasty portfolio under the legal entity WP Tasty, LLC (Draper, UT / Minnesota-governed).

The customer base is a horizontal, long-tail segment of individual food bloggers and small recipe-site operators, with no enterprise motion, no named anchor customers, and a headcount of 1–10. Distribution relies on direct website sign-ups, the WordPress plugin directory, the Tasty Recipes integration, and affiliate referral, indicating a small, operationally lean niche SaaS rather than a growth-stage platform.

Name

Nutrifox

Legal name

WP Tasty, LLC

Website

https://nutrifox.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Nutrifox is a SaaS platform enabling food bloggers and website owners to create and embed customizable nutrition labels from recipe ingredients. It offers subscription pricing and integrates with WordPress and the Tasty Recipes plugin under parent Strategy11, LLC.

Ownership category

akta.pro rank

Headquarters

HQ city

Draper

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription Revenue: Monthly and annual subscription plans providing access to the nutrition label creation service. The service allows creation of labels that can be embedded on personal websites. During trial period, embedded labels include a Nutrifox link that is removed upon paid subscription.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Nutrifox is a web-based SaaS application that lets food bloggers and website owners create, customize, and embed nutrition labels by pasting ingredient lists and selecting which macro and micro nutrients to display. The service is explicitly designed for bloggers and website owners and is not intended for FDA-compliant food packaging labels. A companion WordPress plugin (Nutrifox WP Connector) and integration with the Tasty Recipes plugin enable faster label loading and native embedding in recipe cards.

Product overview

Nutrifox is a single-product SaaS platform offering an online nutrition label maker for bloggers and website owners. The core offering is the Nutrifox web application, which allows users to create nutrition labels by pasting ingredients and embed them on websites. The product suite includes a companion WordPress plugin (Nutrifox WP Connector) for enhanced WordPress integration with faster loading and Gutenberg block support, plus access to a food database for nutritional information lookup. The service operates on a subscription model with a 14-day free trial and integrates with WordPress via plugin, Stripe/PayPal for payments, and various analytics/communication tools internally.

Differentiator

Problem solved

Functional benefit

Products and services

• Nutrifox Nutrition Label Maker Web-based SaaS application that allows bloggers and website owners to create, customize, and embed nutrition labels by pasting ingredient lists; users select which macro and micro nutrients to display and embed the responsive labels on their personal websites.
• Nutrifox WP Connector Plugin WordPress-specific plugin that enables faster loading of embedded Nutrifox nutrition labels and provides a dedicated Gutenberg block for inserting labels into WordPress posts and pages; available for WordPress sites and integrates with the core Nutrifox service.
• Nutrifox Food Database

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability2 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Strategy11coreStrategic or Co-development Partner · 30 November 2022Nutrifox was acquired by Strategy11, LLC in November 2022. Strategy11 is now the parent company of Nutrifox and administers the service through its subsidiary WP Tasty, LLC.
• Food Blogger ProcoreGTM or Marketing PartnerFood Blogger Pro members with annual membership receive the Nutrifox service at no additional cost. This partnership provides access to the food blogger community and drives customer acquisition.
• ShareASaleminorChannel Partner/ Reseller/ DistributorShareASale administers the Nutrifox affiliate program. Affiliates can sign up through ShareASale to earn commissions for referring new customers to Nutrifox.
• Tasty RecipescoreTechnology or IntegrationTasty Recipes is a WordPress recipe plugin by WP Tasty. Users of Tasty Recipes can seamlessly integrate their Nutrifox nutrition labels with their recipe cards, providing a combined recipe and nutrition solution.

Recent moves5 records

Expansion highlights5 records

Direct peers

• Edamam: Edamam provides nutrition analysis APIs and embedded nutrition-label widgets for food publishers and apps, making it the closest direct peer to Nutrifox for recipe-to-nutrition-label functionality in a B2B/developer context.
• Spoonacular: Spoonacular offers a food and nutrition API that includes recipe parsing, ingredient-level nutrition data, and label-style outputs, directly competing with Nutrifox's ingredient-to-label value proposition for developers and content publishers.
• Recipe Nutrition: Recipe Nutrition is a direct competitor offering recipe nutrition analysis and label generation for food bloggers and recipe publishers, with overlapping use case to Nutrifox's core feature.

Broad incumbents

• MyFitnessPal: MyFitnessPal is a large incumbent nutrition-tracking platform with a recipe-importer feature; while it targets end-consumers rather than bloggers, its food database and free recipe tools compete for the same underlying demand.
• Lose It!: Lose It! is a weight-loss app with a large branded food database and barcode scanning; its nutrition-data infrastructure and brand awareness make it a broad-market alternative to Nutrifox's database-driven label workflow.
• Yummly: Yummly is a recipe and meal-planning platform that surfaces nutrition information alongside recipes, overlapping with Nutrifox's 'recipe + nutrition' experience from the consumer-discovery side of the food-blogger funnel.
• Cronometer: Cronometer is an established nutrition-tracking app built on a curated nutrition database, comparable in its 'serious nutrition data' positioning and a credible free alternative for bloggers researching nutrition labels.

Emerging players

• Foodvisor: Foodvisor is an AI-driven nutrition tracking app using image and text recognition to estimate nutrition, representing the emerging AI-native alternative to traditional nutrition-database label tools that could pressure Nutrifox's UX.
• CopyMeThat: CopyMeThat is a recipe-clipping and organization tool for home cooks that includes per-recipe nutrition summaries, making it an adjacent product targeting similar food-blogger-adjacent users with overlapping recipe + nutrition needs.

Others

• USDA FoodData Central: The free U.S. government nutrition database underpins most nutrition-label tools; it is the open-data alternative bloggers can use to build their own labels, and a structural ceiling on what Nutrifox can charge.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/nutrifox
• Facebookfacebook.com/nutrifox
• LinkedInlinkedin.com/company/nutrifox

Revenue estimate

Valuation estimate

Number of profiles

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 Nutrifox