Half of all Dutch citizens live with a chronic disease. Anke Kuik looked at that number, then looked at the supermarket, where more than 70% of the products are ultra processed, and asked the question nobody was acting on: if we know this is making us sick, why is it still the easy choice?

In this episode of Tomorrow's Bites, we sit down with Anke Kuik, co-founder of FLTRD, to unpack what it takes to build a food app that scores products on how processed they are, and to challenge the way we've all been taught to read food labels.

Anke didn't come from food. She built and sold a data and privacy company one year before GDPR went live, then combined that background in data and technology with a new obsession: why healthy choices are so hard to make. Her first version tried to do everything. Recipes, education, shopping lists, all outsourced to an external tech company, all too expensive to change. She stripped it down to one thing that actually worked.

The result is the Pure Score, a zero to 100 system validated by the University of Applied Sciences in Amsterdam, built on more than 5,000 individually scored ingredients.

In this conversation, Anke reveals:

The three mechanisms that actually make ultra processed food bad for you, and why "more than five ingredients" is the wrong way to think about it
Why a fresh vegetable and a frozen one score exactly the same in her system
How the same additive can score green in a tin of tomatoes and cost you points in a soft drink
Why she won't give plus points for probiotics, even when the label brags about them
What the Nutri-Score gets wrong, and why a red salmon score confuses everyone
Why she's now licensing the score to the same supermarkets she started by scraping data from
The uncomfortable trust problem waiting for her the day a supermarket becomes a partner
Why 7,000 monthly users and a French app called Yuka convinced her the timing is finally right

This is a conversation about focus, food literacy, and the messy reality of turning a health mission into a business people will pay for.

If you build, brand, or sell anything people put in their mouths, this episode will change how you read the back of the packet.

Share it with someone who scans labels and still isn't sure what they're looking at.

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The Guest: Anke Kuik🌱

Look into the company: FLTRD

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How Food Apps Are NOW Changing What Sells in Retail? - with co-founder of FLTRD, Anke Kuik