Spoon Guru secures Series A investment from Woolworths Group

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Spoon Guru secures Series A funding with W23, the Venture Capital arm of leading Australian retailer, Woolworths Group

Multi-million dollar investment to further support changing health needs of grocery shoppers globally

LONDON, October 7th, 2020: Spoon Guru, the London-based AI powered food search and discovery technology start-up,  announces today that it has secured a Series A funding round with W23, the Venture Capital arm of Australia’s largest retailer, Woolworths Group. The multi-million dollar investment will be used to expand Spoon Guru’s footprint with retailers across APAC, North America and Europe, at a time when governments are putting a greater focus on the importance of food and health to [1]boost national health. 

Co-founded in 2015 by Markus Stripf, Tim Allen and Simon O’Regan, Spoon Guru successfully launched into the UK with a game-changing Tesco partnership supporting shoppers with individual dietary preferences, and has been growing its international presence year on year. In 2018, Spoon Guru partnered with Woolworths Group’s to support its health ambitions in Australia and New Zealand and since then has secured further heavyweight retail partnerships in the Netherlands and the US. Spoon Guru plans to use the investment to continue expansion across the US, Europe and further afield.

Spoon Guru will also use the funds to fuel product innovation instore and online. Through the combination of AI and machine learning with nutritional expertise, Spoon Guru enables food retailers to deliver highly personalised experiences tailored to each customer, based on their distinct and unique dietary, health, and wellness needs. Recent product launches include the Immunity Support TAG in response to the pandemic and beyond as well as a ground-breaking health and wellness suite of products which together help shoppers to make better choices and improve outcomes. 

Markus Stripf, Co-founder of Spoon Guru, comments:

“With governments worldwide launching campaigns to tackle obesity and related lifestyle diseases, consumers are now thinking about how food impacts their health and wellness. There is a desire from shoppers for healthier choices and with a significant swing to online shopping, grocery retailers have the opportunity to use technologies like Spoon Guru to drive and scale healthier baskets. It is our mission to provide retailers with the tools they need to ensure healthier food discovery, thereby improving basket sizes and values and in turn driving customer loyalty and growth for our partners. The funding will ensure we can further develop our product suite and expertise in driving towards this goal.”

W23, was established by the Woolworths Group in 2019 to partner with innovative start-ups as part of the Group’s retail ecosystem strategy. With a particular focus on next-generation consumer products and disruptive services, to date W23 has partnered with a range of businesses from meal-kit deliveries, through to crowd sourced fulfilment, digital health and AI powered SEO and SEM.

Ingrid Maes, Managing Director of W23, said;

“Our investment in Spoon Guru fits perfectly into our portfolio of strategic partnerships with game-changing startups that are helping to shape the future of online retail.

“Spoon Guru’s specialist algorithms are already meeting the health goals and dietary requirements of millions of Woolworths’ customers. Our partnership model will give the team at Spoon Guru the freedom to continue doing what they do best, while also helping Woolworths differentiate its offer and accelerate the Group’s ability to meet the changing health needs of customers. We look forward to being part of Spoon Guru’s next growth phase.”

Co-Founder of Spoon Guru, Tim Allen adds;

“W23 is recognised as the go-to Venture Capital fund for disruptors within the food and health-tech space. Having the retail and grocery expertise of Woolworths Group will be a significant asset to our efforts as we scale rapidly across APAC, North America and Europe.”

The Spoon Guru Board is headed by Chairman and Ex Asda CEO, Andy Clarke.

For more information, please visit: www.spoon.guru



For further information, please contact Tola Betiku or Ken Hooper at Cherish PR:

[email protected] –  07402 688 862
[email protected] – 07812 098 092

About Spoon Guru:

Established in 2015, Spoon Guru is a London-based global AI nutrition technology start-up that has developed a unique Health & Wellness platform to cater for individuals with specific dietary food requirements or health objectives. A world leading end-to-end solution, Spoon Guru combines AI and machine learning with nutritional expertise to enable food retailers to deliver a highly personalised experience tailored to each consumer, based on their distinct and unique dietary, health and wellness needs. The platform processes billions of data points on a  daily basis and analyses every ingredient as well as its nutritional value to allocate the appropriate dietary tags to each product or recipe, enabling large and unstructured data sets to be easily searched and accurately filtered to deliver relevant choices.

64% of the world’s population now actively exclude foodstuffs from their diet (Nielsen). 72% of US consumers say finding healthy food is difficult whilst a staggering 76% of consumers have unintentionally consumed food that’s restricted from their diets.

Spoon Guru enables retailers such as Tesco in the UK, Albert Heijn in the Netherlands, and Woolworths in Australia and New Zealand to cater for shoppers’ distinct and unique dietary needs – increasing the choice of foods available, whilst minimising the effort to find them.

Spoon Guru received a number of accolades including the Retail Week Customer Innovation Award for its partnership with Tesco, the Retail Technology Game Changer Award at the World Retail Awards, and the founders were presented with the Retail & E-Commerce Tech Founder of the Year at the 2018 BMW i UK Tech Founder Awards. In the US, Spoon Guru was chosen as a 2019 Red Herring Top 100 North America winner. The company was also presented the Personalized Nutrition Initiative accolade at the Nutraingredients awards, and awarded a Gold Stevie by the American Business Awards® in the category of Most Innovative Tech Company of the Year.

About W23

W23 is Woolworths Group’s venture capital arm and was established in 2019 to partner with innovative start-ups as part of Woolworths’ ‘retail ecosystem’ strategy. Investments to date include Marley Spoon, Sherpa, Eucalyptus and Longtail UX.

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Safiya Marzook

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