bitewell: Why we invested

Investing at the intersection of food, technology, and health

We are thrilled to announce our recent investment in bitewell, home of the FoodHealth Score. bitewell provides a simple scoring system that helps consumers understand the nutrient density and ingredient quality of food products at the grocery store so that they can make purchasing decisions that align with their dietary and health goals. 

Supply Change Capital is bullish about investing at the intersection of food and health. Why? It is a critical time for food-based healthcare. 42% of Americans today suffer from chronic health conditions like diabetes, heart disease, and hypertension. Many of these conditions are diet-related. And the costs of our healthcare system are overrunning our ability to treat patients—we need a more preventative approach to care, one that starts with food.

bitewell offers an important tool for everyday consumers to make healthier choices at the grocery store by ingesting personal information and suggesting a FoodHealth Score that is tailored to the consumer. By lowering the barrier to nutrition information at big-box grocery, consumers will be empowered to make critical decisions about what they eat based on their own personal health needs. 

What’s more, the market for nutrition-based health is large and growing. The global personalized nutrition market was $11.3 billion in 2022 and is expected to reach $23.3 billion by 2027, growing 15.5% annually. As such, the food industry is paying close attention, and the FoodHealth Score is now available at Kroger nationwide. We expect to see rapid expansion to new grocery retailers across the US in the coming months.

bitewell’s core product is the FoodHealth Score, a personalized nutrition scoring system that evaluates food on a 0-100 scale to help users make healthier choices tailored to their individual health goals and conditions. By combining nutrition science with technology, the company empowers people to manage conditions like cholesterol, blood pressure, diabetes, and weight management through informed food choices.

As income inequality continues to rise in the United States, tools like the FoodHealthScore can play an important role in empowering consumers to make healthier food choices. The FoodHealth Score allows shoppers to choose between the foods they already know, love, and can afford in their weekly shopping carts while considering the composition of dark green, light green, yellow, and red scores in their carts. The FoodHealth Score is validated by the Validation Institute, a 3rd party entity that works with companies to ensure that their product offerings and data reliably reflect real-world health outcomes.

bitewell is led by the inimitable Sam Alexander and supported by a team with extensive experience in the data science, health, and food sectors. Check out the FoodHealth Score in action on the online product page for your favorite items at Kroger, and join the waitlist for bitewell’s app here.