Consumers are increasingly on the lookout for cleaner ingredient lists and healthier options. The tech platform Yuka aims to assist them in making informed purchasing choices by cutting through the clutter. Numerous companies have started to offer healthier products, such as Pure Leaf’s zero-sugar sweet tea line, while Nestle shareholders have recently urged the company to boost sales percentages from less healthy items to attract a wider customer base. However, many food labels, whether deemed healthy or not, often contain ingredients that are difficult to read and understand.
Julie Chapon, the founder and CEO of Yuka, believes that technology is essential for empowering consumers to make better food purchasing decisions. A recent survey conducted by One Pill in collaboration with Yuka reveals that 46% of Americans think there is considerable room for improvement in their understanding of food labels. A vast majority of consumers check food labels before making purchases—21% claim they always do, while 32% often check and another 32% sometimes do. Additionally, 39% of survey respondents feel that food manufacturers lack transparency regarding food labeling, and 55% are likely to seek additional information online or from other sources.
Yuka has seen remarkable success across the EU, prompting some companies to reformulate their products. Since its launch in January 2017, the app has attracted 20 million users in France alone. After launching in the U.S. in 2020, it has experienced significant growth over the last two years, as noted by Chapon. “There is a substantial demand for more information and transparency about food products, and the app has gained around 600,000 new users each month, mainly through word of mouth,” she shared in an interview with Food Dive.
Yuka functions by scanning a product’s barcode and analyzing it using a color-coded system that ranges from green to red. Consumers can access more detailed information about the product, such as its organic components, nutritional value, and additives. If a product receives a ‘red’ rating, the app suggests similar alternatives with cleaner labels. The concept for Yuka originated with co-founder Benoit Martin in 2016 when he sought better food options for his two children. While trying to decode food labels, Martin found the information overwhelmingly complicated. “The ingredient lists contain many complex terms, and there is a lack of a reference scale for analysis,” said Chapon. “We thought it would be fantastic to have a tool that simply informs you whether a product is good or bad.”
The goal is not to discourage consumers from enjoying indulgent treats and processed foods but to inform them and provide healthier alternatives. The app operates independently and does not collaborate with specific brands. Chapon explained that Yuka evaluates food products based on three criteria before assigning a rating: nutritional quality, the amount of additives, and the organic component. Since entering the U.S. market, Chapon is optimistic that the app will achieve similar success as it has in Europe.
“We’ve observed that food manufacturers can be motivated to adapt to labeling regulations by reformulating their products to create healthier options,” stated current FDA Commissioner Dr. Robert Califf. He underscored the significance of enhanced nutrition labeling for consumer health and better food choices. However, 36% of Americans believe the FDA prioritizes the financial interests of manufacturers over consumer health. “The FDA’s announcement regarding the labeling system is excellent news, as it mirrors developments in Europe nearly a decade ago,” Chapon remarked. “It’s crucial for consumers to access clearer and more transparent information, especially since many suspect that regulators prioritize financial gains over health.”
In the natural and organic food sector, consumers often purchase products under the impression that they are healthier than they truly are. Many products, marketed with free-from labels, contain ingredients that are hard to pronounce. “Our aim is to deconstruct the marketing that often misrepresents products, assisting consumers in not just trusting claims but being able to read labels and make independent choices,” Chapon explained. “It can be quite confusing, and consumers might be misled by claims that are sometimes vague and not entirely accurate.”
In this context, consumers should also be aware of the importance of ingredients like calcium citrate and its percent calcium content. Understanding these specifics can aid in making informed dietary choices. Overall, Yuka strives to empower consumers by providing the necessary tools to navigate the complex world of food labeling and ingredients.