Making food a force for good

Food should be a force for good in people’s lives. It's in our name: WISE, What I Should Eat. WISEcode gives you the truth about your food and the power to choose well. That's FoodTruth™.

FoodTruth™ for everyone.

Consumers

Woman in green sweater scanning a product's barcode with the WISEcode UPF Detector App in a store aisle.

Enterprise

Woman sitting at a table holding an orange bag of Brekky Mix granola with the WISEcode Non-UPF Shield.

Packaged foods analyzed by WISEcode

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At a glance

Food by the numbers.

1 in 3
Foods on the shelf are ultra-processed. Nothing on the traditional label or package tells you which is and why.
80%
Of your long-term health comes down to what you eat. It's the daily decisions that matters most.
$0
What it costs to know about your food. The WISEcode app is free, no ads, and no brand can pay for a better score.
Trusted by 50,000 + Shoppers

WISEcode UPF Detector App

Learn More
WISEcode UPF Detector App shows Rxbar peanut butter chocolate protein bar with lightly processed rating and owl mascot giving thumbs up.
UPF detection
Is it ultra-processed? Scan any product and get a straight answer in seconds. The whole food, not just the label.
Personalized alerts
Tell the app what you're avoiding, whether it's an allergen, an additive, or an ingredient you just don't want, and it flags it the moment you scan.
Man's hand with a wedding ring holding a pen, writing on a document on a white table.
Pantry & lists
Save what works to your pantry and build lists for the week, so the next trip starts sorted instead of from scratch.
WISEcode UPF Detector App showing search results for granola with product images and labels indicating lightly processed status.
Search any food or brand
Look it up before you buy it. Search any food or brand and see where it lands, no scan required. Plan the cart before the aisle.
WISEcode UPF Detector App screen listing food ingredients with low processed levels in Flackers organic product.
Food ingredients breakdown
Tap any product for a plain-language breakdown of what's inside, and what each ingredient actually does. No chemistry degree required.

The WISEcode Standard

See the WISEcode Standard
Every ingredient scored
Instead of writing off whole categories, the Standard reads a food one ingredient at a time and scores each against the latest science.
Five processing levels
Every food lands on a five-level scale, from minimal to super-ultra-processed, so you see how far a product really goes, not just a blunt pass or fail.
Based on 0 foods
The Standard draws on the analysis of 0 packaged foods and a scored library of more than 5,000 ingredients.
Reviewed by a scientific board
A 25-person scientific advisory board reviews the Standard and updates it as the science evolves.
Published and versioned
Every change to how an ingredient is scored is posted to a public change log with the reasoning behind it.
Clear cups filled with various grains and seeds on a reflective surface, labeled with barcodes.
Various packaged dry foods including pasta, rice, canned goods, beans, and jars on a light wooden surface.
Woman pushing a shopping cart down a grocery store aisle filled with various packaged goods.
Smiling female doctor with glasses talks to an older male doctor holding a coffee cup.
Man's hand with a wedding ring holding a pen, writing on a document on a white table.

We are on a mission

Food should be a force for good in peoples lives. For generations, we’ve made our most consequential daily choice virtually blind. We set out to fix that. We don’t tell you what to eat. We help you know what you should eat.
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Questions?
We’re glad you asked.

What is ultra-processed food (UPF)?

It's food formulated with ingredients and methods you'd never find in a home kitchen — additives, preservatives, synthetic flavorings, emulsifiers, and ingredients built to extend shelf life and drive cravings. It's now the majority of what's sold in American grocery stores, which means most families have been eating it without ever being told. About a third of the foods on U.S. shelves are ultra-processed.

Are all ultra-processed foods bad?

No. Ultra-processed tells you how a food was made, not whether it's right for you. WISEcode shows you what's in the product and why it's classified the way it is, and then you can decide if it's right for you.

How is WISEcode going to fix the food crisis in America?

America doesn't have a food crisis. We have a food information crisis. America is great at producing food. What's broken is the information about it. Labels tell you less than one percent of what's in your food, the rest didn't exist anywhere. Not hidden. It simply didn't exist. So we've all been guessing, trusting marketing written to sell. WISEcode makes the invisible visible and when people can finally see what's in their food, the food crisis solves itself.

Do brands pay you to recommend their products?

No. We don't endorse products and we're never paid to promote one. We give you the full picture about a food based on real data and current science; what you do with it is entirely up to you.

What if a product isn't in your app database yet?

Snap a photo of the front of the package and our system goes to work finding it. In most cases the product is added and ready to answer questions within a few minutes.

Where does your data come from?

Our foundation is NFP+™, built over years of proprietary food science, our own testing lab, and AI that maps ingredients and answers questions in plain language. It draws on far more than the nutrition facts panel, roughly twenty thousand attributes per food, across about a million foods.

How does a brand get verified as non-ultra processed?

Sign up for a free account, submit your products and ingredient lists and WISEcode Intelligence™ evaluates every ingredient against NFP+™ and the Non-UPF standard, and most brands have results in one to two days. Products that meet the standard earn the Shield.

How do you use AI?

AI helps power WISEcode behind the scenes. It doesn't decide anything about your food. The score comes from a fixed set of rules built on our science-backed methodology, looking at what's actually in the product. AI works in the background: reading the ingredient list off a label, answering your questions, explaining things in normal terms.

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