More insight into healthier choices in the supermarket
- 5 days ago
- 3 min read
FLTRD validated the PureScore through research via Food Pioneers
More and more people want to make more conscious choices in the supermarket. At the same time, it is not always easy to see at a glance how processed a product is or what less processed alternatives are available.
That challenge led FLTRD to develop an app that helps consumers compare products more intelligently while shopping. To further validate the method behind the app and better understand how users experience it in practice, FLTRD started a research project through Food Pioneers. The result was stronger substantiation and concrete insights that FLTRD can build on.
An app that helps consumers make better choices
FLTRD aims to make it easier for people to make more informed choices in the supermarket. The app shows how processed a product is and helps users find less processed alternatives that are available in the same supermarket. In that way, it supports consumers at the exact moment they are making a choice.
How the PureScore works
At the heart of the app is the PureScore: a score from 0 to 100 that indicates how processed a product is. FLTRD looks not just at whether a product is processed, but at how it is processed.
Because food processing is not inherently negative. The methodology looks at factors such as processing techniques, added ingredients, and how these affect a product’s composition. Based on that, the score helps consumers compare products more clearly.
Transparency is essential to FLTRD. That is why the methodology behind the PureScore has been set out in a whitepaper and is continuously refined based on new insights, expert feedback, and user input.
Independent validation added credibility
To independently assess the methodology, FLTRD worked with Amsterdam University of Applied Sciences. Together with the Dietetics programme, the scoring methodology was reviewed step by step.
By breaking the method down into separate components and discussing each one critically, FLTRD was able to sharpen its rationale and better substantiate the choices behind the score. The outcomes of this process were incorporated into a whitepaper.
For FLTRD, this was an important step. Independent validation gave the score greater credibility and a stronger foundation. For a tool designed to help consumers with clear product information, that added value matters.
Positive signals from users in practice
Alongside the methodological review, Food Pioneers also explored how users experience the FLTRD app. Does it actually help consumers make more conscious choices in the supermarket?
The results are promising. No less than 89% of respondents said the PureScore helps them better assess how processed a product is. In addition, 81% said the app helps them choose less processed products while shopping. User experience was also rated positively. In fact, 96% of respondents said they would recommend the app to others.
At the same time, the research also highlighted clear opportunities for improvement. Users mentioned broader product coverage, more participating supermarkets, and stronger alternatives as important next steps in the app’s development.
The next step for FLTRD
With the results of the research, FLTRD now has a clear direction for its next phase. The team is working on expanding the number of products and supermarkets supported in the app. An Android version is also in development, making the app available to an even wider group of users.
In that way, FLTRD continues to grow step by step, with a more robust methodology, positive user feedback, and clear direction for what comes next.
Do you have a research question within your business?
Are you working on a food innovation and looking to make better-informed decisions? Do you have a question about your product, target audience, or methodology? Food Pioneers helps entrepreneurs sharpen their research questions, connect with the right knowledge partners, and generate insights they can truly act on.
Curious what research could do for your business?
