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LabelBlind app simplifies nutritional values on labels of food packages
Friday, 16 August, 2019, 13 : 00 PM [IST]
LabelBlind is a digital platform recently launched by The Nutrition Alchemy that simplifies complex information declared on food labels for consumers to comprehend the nutrition value of food products and apply the understanding to their daily choice of food. It deconstructs the nutrition value of over 5,000 packaged food labels, QSR (quick service restaurant) menus and home recipes, reviews and rates food labels.

“Studies have indicated that consumers struggle to comprehend nutrition labels on food packs. Technical information on food labels stating complex ingredients, nutrition facts, daily recommended values, serving sizes, allergens and more leave consumers overwhelmed. Leading them to make uninformed and unsafe choices that often serve contrary to their desire for choosing food that promotes good health and well-being. Hence, comes the need for a digital solution – LabelBlind,” said Rashida Vapiwala, founder, The Nutrition Alchemy and LabelBlind.

Ratings for food products are based on their nutrient value. Easy-to-comprehend ratings on a scale of one to 10, where a low score signifies foods with low nutrition and a high score signifies foods with higher nutrition.

LabelBlind classifies products into distinct categories, for example, snacks, breakfast cereals, yoghurt, bread, fruits, etc. In each category, it reviews the most relevant nutrients and ingredients and gives them more weight compared to others. For example, fibre is a very important nutrient in breads and cereals, but really not to be expected in yoghurt or beverages.

Further, LabelBlind customises product recommendations based on user health profiles.

Vapiwala mentioned, “Nutrition is a preventive science, the benefits of which for long have remained confined to a select few. It is our mission to democratise the principles of nutrition to build nutrition literacy amongst our people.”

The digital platform is free for use by consumers and collaborates with businesses (in the space of CPGs, food retail, health and life insurance, retail banking and wellness), to offer innovative consumer engagement programmes for consumer and business benefits.

The Nutrition Alchemy (TNA) is a NutriTech firm established in 2018, that combines the fields of nutrition science, consumer marketing and digital technology, to design and develop solutions to democratise good nutrition practices.

TNA consummates match on its platform between consumers, brands and businesses, nutritionists, academics and government agencies to create value.

TNA is represented by professionals in the field of nutrition science, digital technology and consumer marketing.

Vapiwala holds a master’s degree in foods, nutrition and dietetics, and is a PhD scholar, studying the current scenario of the packaged food and beverage industry and consumer behaviour.

Awarded the Junior Research Fellowship by the University Grants Commission, India, and the Dr K U Naram award for a distinguished performance in academics at the post-graduate level, Vapiwala has been felicitated with respectable certifications, like micronutrient and food fortification training programme – Project Healthy Children (PHC) and Global Alliance for Improved Nutrition (GAIN), USA, Nutrition and Chronic Disease Research Methods - Centre for Chronic Disease Control and PHFI, nutrigenomic counsellor - DNALife, South Africa, and Genombio Technologies Pvt Ltd., Pune, Nutrition Research Methods, St John’s Research Institute, Bengaluru, India, in collaboration with Harvard University, USA and Tufts University, USA.
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