Safe Food Advocacy Europe (SAFE)
The Future of Food Awareness
Services
Industry
Healthcare
Project Background
SAFE – Safe Food Advocacy Europe is a Brussels-based NGO dedicated to keeping consumer health and concerns at the forefront of EU food legislation. As the only organization of its kind operating in Brussels, SAFE plays a key role in protecting and representing EU consumers in the food sector.
The organization actively monitors legislative developments, collaborates with stakeholders, and participates in EU-funded projects aimed at enhancing food safety, promoting sustainable consumption, and fostering healthier food environments.
Through educational initiatives and policy advocacy, SAFE continues to push for a food system that prioritizes health, sustainability, and consumer transparency. BiteWatch represents one of its latest initiatives to bridge the information gap between consumers and the complex world of food ingredients.
Challenges
Despite growing interest in health and wellness, consumers still lack access to practical tools that help them decode what’s in their food. No existing app offers comprehensive, real-time insights into nutritional content and potentially harmful ingredients in processed food products.
This gap posed a challenge in preventing non-communicable diseases (NCDs) such as diabetes, cardiovascular conditions, and obesity, which are often linked to poor dietary habits. There was an urgent need for a solution that empowers individuals with personalized nutrition guidance and accessible ingredient education.
Problem solving with design thinking workshop
BiteWatch was developed by Lizard Global in partnership with SAFE to meet this demand by offering an easy-to-use platform that empowers users to scan, understand, and evaluate the food they consume.
By combining data from Open Food Facts and its proprietary database, BiteWatch delivers more than just what’s printed on the label—it explains what ingredients actually mean for your health.
The app personalizes dietary advice based on the user’s health profile, helping them make informed decisions aligned with their specific goals, such as managing cholesterol, diabetes, or heart health.
Key features
Onboarding tutorial
An intuitive walkthrough guides users through the app’s functionality from the start.
Barcode scanning
Instantly retrieve nutritional data and analysis by scanning product barcodes.
Ingredient insights & NOVA score
Unpack ingredient lists and understand levels of food processing with NOVA score integration.
Personalized alerts
Tailor dietary settings to receive warnings about ingredients harmful to specific conditions or goals.
BiteWatch enhanced database
Goes beyond Open Food Facts by interpreting what ingredients mean for health, not just listing them.
The impact
Improved public awareness
Users gain a deeper understanding of how ingredients impact health, particularly in relation to NCDs.
Informed consumer choices
Families and individuals can make smarter food decisions at the point of purchase.
Health education for youth
The app encourages healthier eating habits and digital literacy for kids, with parental guidance.
Conclusion
BiteWatch is more than a food scanner—it’s a step toward a healthier, more informed Europe. By demystifying food labels and offering tailored nutritional insights, the app supports SAFE’s mission to protect consumer well-being and promotes a shift toward sustainable, health-conscious food choices.
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