2012  Finalist




InBelly makes the consumers voice strong. InBelly creates a crowd sourced community that exposes harmful additives in food products and, via market regulation, forces food producers to take harmful ingredients away. Users upload photos of a product and its ingredient list to the inBelly webpage or mobile app and the system automatically shows the health effects. In our test market, Lithuania, we launched our service (www.sveikasvaikas.lt) and have now reached one-third of the population. We were in parliament and, under public pressure, they banned harmful food additives in schools and kindergartens. Demand for additive free food products has doubled within a year. Food producers have been contacting us directly for cooperation. Our certification provides quality assurance on food products. Through this certification, consumers will know that the food item is made of healthy, and high quality ingredients.