How can you tell whether foods truly match what is expected of them? A newcomer among the many apps related to consumer products, MyLabel, a Lyon-based startup, has looked into the issue.
With this app, users can examine in real time the carbon footprint, traceability, ethical or nutritional value of a food. If the product does not meet one or more expected criteria, an alternative is offered. A browser extension provides the same information for online shopping. The MyLabel app is free and ad-free, funded through the anonymous resale of data collected from users.
Instantly find your product’s traceability
After downloading the mobile app, simply enter your expectations regarding environmental, societal, and health impact. For in-store shopping, scanning the product with your smartphone allows you to immediately determine its origin, nutritional value, any pesticide use, and how farmers are paid.
If the product meets your expectations, a “My” icon appears. If it doesn’t, “Not My” is displayed, with the option to find alternatives better aligned with your preferences.
For online shopping, the principle remains the same. Just download the MyLabel extension for your browser and link it to your account, then go to a supermarket website. The products shown appear according to the preferences you previously expressed, directly associated with the ‘My’ and ‘Not My’ icons.
Drive lasting change in the food industry’s offerings
The food assessment carried out beforehand by MyLabel took place over two years, compiling sources from various NGOs such as Bio Consomm’acteurs, FAIR[e], un monde équitable, and Greenpeace France.
Early feedback on users’ expectations of the app indicates a clear concern for health (80% of consumers selected this criterion), ahead of the environment (65%) and the social aspect (45%).
Because the app is free and ad-free, MyLabel funds itself by selling aggregated anonymous data about its users to food companies, while guaranteeing statistical confidentiality (no personal data). Beyond MyLabel’s expected profitability, the benefits are multiple and it could help reshape the agri-food industry’s offerings according to consumers’ values.
Since its launch a year ago, the app has been downloaded just over 30,000 times; its creators ultimately aim for 100,000 users in order to have a solid reference base.
