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.

Read more at TechCrunch Europe.