ShopWell and Kwikee Partner to Help Consumers Make Better Nutrition Decisions

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ShopWell now uses Kwikee’s database of nutritional data and product images so consumers can research favorite foods and explore healthier options, both online and in-store via a mobile app.

“ShopWell’s goal is to help people make better food choices—quickly—using reliable information that is customized to their unique situation.”

Today's consumers are striving to eat healthier, but most are time-constrained and confused about the multitude of options available. Additionally, people have different nutrition needs and concerns, so it’s important for consumers to be able to customize their food choices to their specific needs. Now people can make better eating decisions using a website or mobile app that caters to their specific needs and uses a reliable source of nutritional data to ensure the information they get is accurate.

ShopWell, a free food information site and mobile app, lets shoppers create personalized profiles that include their specific health goals, conditions and/or preferences, and then scores products and provides easy-to-read product information. Foods are scored by ShopWell’s team of registered dieticians, Stanford University statisticians and engineers who evaluate foods on an ongoing basis.

“Consumers are increasingly concerned with health issues, but product information can be difficult to obtain and decipher,” said Brian Witlin, Co-Founder and CEO. “ShopWell’s goal is to help people make better food choices—quickly—using reliable information that is customized to their unique situation.”

A key issue for ShopWell and similar industry initiatives is the lack of verifiable product information consumers can trust. ShopWell selected Kwikee, a solution by MultiAd, due to its unique business model where manufacturers such as Coca-Cola, Kraft Foods, Unilever and ConAgra sponsor SKUs for product photography and data collection. All of the content in Kwikee is provided by and approved by consumer packaged goods (CPG) manufacturers, making it a reliable source for accurate product information. The retail trade has free access to the content in Kwikee, with ShopWell taking the process one step further and employing Kwikee’s XML delivery to receive dynamic updates of product content on a daily basis.

About ShopWell Solutions, Inc.
ShopWell Solutions, Inc. operates shopwell.com, a free, food information and personalized nutrition website that helps consumers make thoughtful choices about the groceries they buy and eat. ShopWell is the only free, personalized nutrition resource online, providing easy-to-understand nutrition information to help make healthy eating simple. Using aggregate data and analytics compiled from shopwell.com, ShopWell also provides consumer insights and analytics to branded food companies and grocers to help improve their understanding of consumers’ shopping preferences. The company was spun out from design consultancy IDEO in 2009. ShopWell is based in Palo Alto, California.

About MultiAd
MultiAd offers a portfolio of marketing and advertising solutions designed to increase productivity and revenue including: mobile application development, web application development, Creator Professional, Creative Outlet, Recas®, Kwikee®, ePublish (interactive online versions of print publications) and several self-service advertising solutions. For more information on MultiAd, visit multiad.com. For free access to product information and images, visit kwikeesystems.com.

Note: MultiAd, Kwikee and Recas are registered trademarks of MultiAd, Inc.

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Rachel McMenimen
MultiAd, Inc.
(309) 690-5231
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