Spoon Guru expands expert team behind AI nutrition platform

By Nikki Hancocks

- Last updated on GMT

Getty | Neirfy
Getty | Neirfy

Related tags AI Startup company personalised nutrition Allergies

AI food technology start-up Spoon Guru is strengthening its leadership team ahead of the revised HFSS (high fat salt and sugar foods) legislation coming into force next year.

The six-year-old UK-based company has a goal of becoming the dominant global technology platform for users looking for product recommendations based on specific lifestyle goals or dietary needs.

Using artificial intelligence and machine learning, the platform classifies food products and recipes in its own database, which then marks them as being suitable or unsuitable for a variety of different dietary needs.

HFSS legislation changes coming into force in October 2022 will prevent marketing and advertising of HFSS being shown on TV (pre-9pm) and online, as well as a limit on where these products can be placed in bricks and mortar stores - hence big changes for Spoon Guru's clients.

In preparation for these changes, new hires to the firm include a newly created Head of Health and Sustainability role alongside senior recruits across marketing, sales and strategic counsel.

As a Registered Associate Nutritionist with the AfN (Association for Nutrition), Johanna Bolinder has joined Spoon Guru’s team as the Head of Health and Sustainability. She will focus on providing expert guidance on a broad range of nutritional issues to build long term value including leveraging her deep understanding of scientific/regulatory affairs and consumer and sustainability trends.

Markus Stripf, Co-Founder and CPMO, comments: “Johanna has vast experience working on business critical product change projects and will play an integral role in the business as we move towards making a positive difference at scale to the way we sell and buy food.

"Johanna’s passion about food and driving better health for people and the planet through sustainable food choices makes her a perfect fit for Spoon Guru and supporting our partners ahead of the HFSS legislation changes next year.”

Bolinder adds: “To truly drive lasting change, retailers need to use the technology and tools available to them to help remove friction from food search and discovery.

"Shoppers want to be better educated about the health and nutrition of the food they buy, but research has found that they put retailers at the very bottom of the list of places they go to for this information. That, in itself, presents a very big opportunity for differentiation in the grocery space.”

Additional new hires include Shruti Chawla as Vice President of Marketing, Justin Yaxley as EMEA Vice President of Sales, Trusha Pandya as Head of Sales and Vice President Americas and Nicola Davis, Vice President Customer Success.

Shruti Chawla is an experienced marketing leader who has built a decade-long career working across the B2C & B2B space at both global enterprise technology companies and startups. 

Justin Yaxley has worked for companies such as Unilever, Diageo, and Google. Justin will be bringing a wealth of experience in helping CPG and retailers to adopt modernising sales technologies.

Trusha Pandya’s 15+ years of experience with top consulting firms, leading software providers in retail operations and store transformation have made her a strategy-focused sales and operations expert. 

Nicola Davis has worked with grocery retailers around the globe for the last 20 years specialising in supporting clients to leverage data to drive customer-centric experiences with a strategic focus across all channels. Nicola will bring vast knowledge of customer insight analysis, personalisation, and driving value from customer data.  

Markus Stripf summarises: “These new additions to Spoon Guru’s team will support the AI technology brand ahead of the HFSS legislation changes. The new team will also be invaluable while the business continues to focus on creating a healthier and sustainable shopping experience and enabling grocery retailers to help their shoppers eat healthier, sustainably and more consciously, at scale.

"Our goal is to accommodate personal dietary needs and various lifestyle goals among the end consumer while ultimately adding value to our partners' businesses and increasing revenue potential through intelligent commerce.”

Related topics Suppliers Personalised nutrition

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