InBelly: Crowdsourced Health Food

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InBelly: Crowdsourced Health Food
Posted on October 9, 2011 by Natalie Gaudet

There is nothing new with consumers trying to eat healthy. But what is new is InBelly, a startup from Lithuania that offers a crowd-source service that enables customers to evaluate the quality of food products that they buy. They can see if a product contains harmful additives or is unhealthy. Currently there are many tricks how to market unhealthy food product. Therefore, consumers seek a non-biased source of information that they could trust. However, most of the sources either speak in scientific difficult to understand language or do not incorporate the majority of official and scientific sources of information into one database. In short, InBelly’s web page fills in the need for fast non-biased health related information about food products.

Currently, the Lithuanian web page www.sveikasvaikas.lt is successful. It has received publicity in all major TV channels in Lithuania and food companies showed interest in buying the brand. They are working on an English Beta version called www.inbelly.co.uk and mobile phone application. The team The team consist of Albertas Mickenas, Kristina Saudargaite Tomas Verbaitis and Linas Sivis. Albertas is system architect; Tomas is programmer; Linas Sivis; is

modelling PR and communication; Kristina Saudargaite and has administrative role as well as finding partners for international expansion. The web page is a crowdsourced encyclopedia where users upload photos of products and ingredients and then the system recognizes those ingredients and attributes as one of the five markings accordingly. The website uses official and scientific information about the effects of food additives on health and translates it to non-scientific symbols understandable to wider public. They have also applied the same idea to cosmetic products that analyses health effects of ingredients contained in cosmetic products. Kristina Saudargaite confirms why they applied to Startup Sauna “ We are applying to StartUp Sauna for two reasons – mentorship and investments. Since we would like to expand our service from Lithuania to Scandinavia and other EU countries, we need local insights into these markets in order to succeed. To be more presice, we are looking for mentorship on PR&communication, as well as consultation on legal issues. Secondly, we are applying to StartUp Sauna to gain access to its network, and have opportunities to pitch our idea to potential investors.”

Summary
There is nothing new with consumers trying to eat healthy. But what is new is InBelly, a startup from Lithuania that offers a crowd-source service that enables customers to evaluate the quality of food products that they buy. They can see if a product contains harmful additives or is unhealthy.

Description
The Lithuanian web page www.sveikasvaikas.lt is a crowdsourced encyclopedia where users upload photos of products and ingredients and then the system recognizes those ingredients and attributes as one of the five markings accordingly. The website uses official and scientific information about the effects of food additives on health and translates it to non-scientific symbols understandable to wider public. They have also applied the same idea to cosmetic products that analyses health effects of ingredients contained in cosmetic products.

Tags: cosmetc products, Crowdsourcing, health, healthy foods, InBelly, Lithuanian

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