Eat smarter: debuts personalized grocery shopping platform

This week at the Le Web conference in Paris, will be formally launching its personalized social shopping platform for groceries. The Finnish startup basically aims to better inform shoppers about the food they buy, and help retailers communicate directly about the groceries they sell.

At the core of is a recommendation system, which the company says relies on patent-pending technology, that learns from a user’s eating and purchasing habits, and suggests recipes and groceries that match his or her ‘taste profile’. The system takes into account personal preferences – think food allergies or intolerance, budgetary restrictions and predilections. suggests groceries with a retailer’s real-time assortment in mind, giving users the chance to pick up all the food products they want without wondering if everything is going to be there and/or if the available groceries match their dietary needs. is currently available in Finland and in the UK as beta. In the United Kingdom, the product assortment is linked to Tesco, enabling a direct check-out with In Finland, the company has a similar deal with retail holding S Group and boasts 140,000 users. is free and currently available on the Web and as Facebook, iPhone, Android and Nokia applications. Click here to learn more about the company’s management, investors and advisors.

They wrote a funny blog post that you might want to read: Who We Would Like To Take Out For Dinner at Le Web: And Where We Would Take Them