{"id":192784,"date":"2025-06-17T22:17:07","date_gmt":"2025-06-17T22:17:07","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/192784\/"},"modified":"2025-06-17T22:17:07","modified_gmt":"2025-06-17T22:17:07","slug":"issue-no-340-taste-test","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/192784\/","title":{"rendered":"Issue No. 340: Taste Test"},"content":{"rendered":"

A smart ecosystem\u00a0transforming<\/a>\u00a0healthcare through exercise.<\/p>\n

Food fear is inspiring fact-checking.<\/p>\n

On Guard<\/p>\n

US food quality is under fire, and public perception is forcing the industry\u2019s hand.<\/p>\n

Led by the MAHA movement, ultra-processed foods and artificial dyes<\/a>\u00a0are in the crosshairs, the FDA is\u00a0fast-tracking<\/a>\u00a0natural alternatives, and HHS\u00a0vowed<\/a> to strip corporate interests from the nation\u2019s dietary guidelines.<\/p>\n

Still, trust is eroding. Faith in federal food safety hit a record low<\/a>, and only\u00a025%<\/a> of consumers trust government food scientists.<\/p>\n

Feeding fear. <\/strong>Unwilling to accept claims at face value, many are placing trust in themselves.<\/p>\n

On guard, 70%<\/a>\u00a0monitor ingredients they deem harmful, and over half rely on social media or personal research to\u00a0vet<\/a> nutrition claims. Still, 72% of Americans struggle to identify UPFs, and only a fifth rate their diets as \u201cvery healthy.\u201d<\/p>\n

Ironically, those most confident in their food knowledge often overestimate<\/a> the quality of their eating.<\/p>\n

Conscious Consumption<\/p>\n

Beyond calories and macros, new tools are helping consumers identify hidden additives, toxins, and microplastics, separating marketing from fact.<\/p>\n

Intel.<\/strong> France-born Yuka rates grocery products while pressuring manufacturers to improve. With 70M users, including a third in the US, it\u2019s a powerful watchdog. Keeping it simple, influencer Bobby Parrish\u2019s Bobby Approved app delivers a yes\/no verdict.<\/p>\n

Pushing transparency, ZOE\u2019s new shopping app ranks UPFs by health risk. Crunching nutrition data, FoodHealth (fka bitewell<\/a>) now powers health scores for consumers and retailers like Kroger.<\/p>\n

Integrating, AI platforms like Tastewise and Innit inform Big Food R&D, while January AI licensed its digital twin nutrition tech to Mars.<\/p>\n

Archives.<\/strong> Creating public databases, Open Food Facts, TrueFood, and EWG\u2019s Healthy Living track hidden chemicals in our food.<\/p>\n

Sussing out heavy metals and microplastics, Bryan Johnson wants to sequence the American foodome, while Oasis tests water and supplements.<\/p>\n

Unfiltered.<\/strong>\u00a0Still, despite rising awareness, vegetable consumption is\u00a0declining<\/a> as UPF sales grow, meaning good intentions aren\u2019t leading to better habits.<\/p>\n

Bridging the gap, Oura\u2019s new Meals feature analyzes food quality and offers swaps. Meanwhile, startups like Fay, Nourish, and Foodsmart are scaling access to registered dietitians.<\/p>\n

Punchline:<\/strong>\u00a0People are starting to eat like their lives depend on it, but meaningful change requires shared standards and better data across the entire food system.<\/p>\n

\u00a0<\/p>\n

Epicore Biosystems co-founder and CEO Dr. Roozbeh Ghaffari discusses sweat-sensing tech.<\/p>\n

Developing noninvasive wearables, Epicore\u2019s platform monitors hydration, electrolytes, and other key biomarkers for performance, wellness, and industrial safety.<\/p>\n

We also cover:<\/strong>\u00a0Expanding beyond sports use cases, scaling through enterprise partnerships, and building a real-time health platform.<\/p>\n

Listen to today\u2019s episode\u00a0here<\/a><\/p>\n

\u00a0<\/p>\n

\t\t\t \t\t\t \t\t\t
\n\t\t\t \ud83e\udde0 Sword Health moves beyond MSK<\/p>\n

The AI care platform\u00a0raised $40M<\/a> at a $4B valuation and launched a new mental health service.<\/p>\n

Care loop.<\/strong>\u00a0Known for treating\u00a0musculoskeletal pain<\/a>, Sword has hosted 6.5M AI-driven PT sessions for 500K members since 2020. It added pelvic floor therapy and wearables to deepen engagement and outcomes.<\/p>\n

Head first.<\/strong> With demand for behavioral care surging, Sword launched Mind, a proactive mental health service targeting anxiety and depression. Outcome-based, it only charges employers when users improve.<\/p>\n

AI-led.<\/strong>\u00a0Combining clinical oversight with\u00a0AI agents<\/a>, Sword is scaling care in fields facing provider shortages. The goal: deliver high-touch support that\u2019s cost-effective and personalized.<\/p>\n

Still building.<\/strong> As Hinge Health and Omada launch IPOs, Sword is holding off, planning another funding round in 2026 while exploring new verticals like cardiovascular, GI, and speech care.<\/p>\n

Looking ahead: <\/strong>Sword is betting that labor-intensive care can be reimagined through AI, unlocking a scalable, global solution across mind and body.<\/p>\n

\u00a0<\/p>\n

\t\t\t \t\t\t \t\t\t
\n\t\t\t \ud83c\udfcb\ufe0f Reimagining the gym<\/p>\n

EGYM<\/a> is bringing intelligence to every fitness floor.<\/p>\n

Cutting-edge.<\/strong> EGYM\u2019s Genius AI integrates data across smart machines, apps, and services from 200+ partners to create hyper-personalized training plans for every exerciser.<\/p>\n

Adaptable.<\/strong> Adjusting to individual goals, fitness levels, and available equipment, its unique ecosystem meets gym-goers and operators where they are.<\/p>\n

Effective.<\/strong> Ushering in a new era of workouts, EGYM\u2019s tech makes trainers more efficient, analog machines smarter, fitness more fun, and members more motivated to come back.<\/p>\n

It\u2019s AI for the entire gym. It\u2019s the future of fitness. And it\u2019s available now.<\/p>\n

Learn more at EGYM.com<\/a>.<\/strong><\/p>\n

\u00a0<\/p>\n

\t\t\t \t\t\t \t\t\t
\n\t\t\t \ud83d\udcb0 Gen Z & millennials fuel wellness spending<\/p>\n

Young consumers represent 36% of US adults but drive 41% of the nation\u2019s\u00a0$500B<\/a> annual wellness spend, per McKinsey.<\/p>\n

Underserved. <\/strong>Despite their influence, key priorities like mental health, cognitive performance, and gut health remain unmet. Searching for outcomes, they\u2019re driving high-growth categories.<\/p>\n

Functional nutrition.<\/strong> Nearly two-thirds of Gen Z and millennials bought functional products last year. They\u2019re prioritizing ingredients like fiber, nootropics, and adaptogens for gut health, cognition, and immunity.<\/p>\n

Beauty x performance. <\/strong>Gen Z ranks appearance as a top-three health goal. In 2024, 53% increased spending on cosmetic procedures, blurring the line between skincare, supplements, and longevity treatments.<\/p>\n

Longevity, rebranded. <\/strong>60% of global consumers say aging well is a top priority. But younger buyers are shifting from anti-aging promises to performance-based solutions for energy, recovery, and focus.<\/p>\n

Immersive wellness.<\/strong> Last year, 56% of US consumers traveled over two hours for a wellness service, and 60% plan to do it again. From hot-cold therapy to yoga intensives, experiences that restore and inspire are in demand.<\/p>\n

Takeaway:<\/strong>\u00a0Younger consumers aren\u2019t waiting for better wellness; they\u2019re building it. Brands that meet their expectations for results, personalization, and cultural relevance will win the next generation.<\/p>\n

\u00a0<\/p>\n

\t\t\t \t\t\t \t\t\t
\n\t\t\t \ud83d\udcb0 Money Moves<\/p>\n

\t\t\t US \ud83c\uddfa\ud83c\uddf8 \/ Canada \ud83c\udde8\ud83c\udde6<\/p>\n

Digital MSK care provider\u00a0Sword Health<\/strong>\u00a0raised\u00a0$40M<\/a>\u00a0in a round led by\u00a0General Catalyst<\/strong>, reaching a $4B valuation.<\/p>\n

Protein supplements maker Equip Foods<\/strong>\u00a0secured\u00a0funding<\/a>\u00a0from\u00a0HighPost Capital<\/strong>.<\/p>\n

Supplement maker Veracity<\/strong>\u00a0raised\u00a0$6M<\/a>\u00a0in a Series A led by\u00a0Maveron<\/strong>\u00a0and\u00a0Melitas Ventures<\/strong>.<\/p>\n

ICHRA health plan provider Zorro<\/strong>\u00a0raised\u00a0$20M<\/a> in a Series A round.<\/p>\n

Functional mushrooms supplement maker Umbo<\/strong>\u00a0secured\u00a0$1.07M<\/a> in funding.<\/p>\n

Healthy snack maker All In Food<\/strong>\u00a0(fka This Bar Saves Lives) landed\u00a0$4M<\/a>\u00a0in a round led by\u00a0Obvious Ventures<\/strong>.<\/p>\n

Nimbus Health<\/strong>, a network of pulmonary care clinics, raised\u00a0$12M<\/a> in a seed round.<\/p>\n

Genstar Capital<\/strong>\u00a0acquired<\/a>\u00a0youth sports management platform\u00a0PlayMetrics<\/strong>\u00a0and merged it with sports software platform\u00a0Stack Sports<\/strong>.<\/p>\n

Quilt Health<\/strong>, a platform connecting those with complex conditions to clinical trials, raised\u00a0$6M<\/a>\u00a0in a seed round.<\/p>\n

\u00a0<\/p>\n

Europe \ud83c\uddea\ud83c\uddfa<\/p>\n

Switzerland\u2019s\u00a0Aeon<\/strong>, provider of AI-enabled full-body health screenings, closed a\u00a0\u20ac8.2M<\/a> ($9.4M) seed round.<\/p>\n

Thermal resort operator Therme Group<\/strong>\u00a0signed a\u00a0$1B<\/a>\u00a0strategic partnership with investment firm\u00a0CVC<\/strong>, forming holding company Therme Horizon.<\/p>\n

UK-based virtual cancer care platform Perci Health<\/strong>\u00a0raised\u00a0\u00a33M<\/a> ($4M).<\/p>\n

SpAce by Nine Fitness<\/strong>, a boutique gym from former Spanish footballer Fernando Torres, added\u00a0\u20ac467K<\/a>\u00a0($539K) in funding.<\/p>\n

\u00a0<\/p>\n

Asia \ud83c\udf0f<\/p>\n

Indian AI-enabled badminton coaching platform\u00a0Machaxi<\/strong>\u00a0raised\u00a0$1.5M<\/a>\u00a0in a round led by\u00a0Rainmatter<\/strong>.<\/p>\n

Israel\u2019s Lembas<\/strong>, maker of GLP-1-activating peptide ingredients, closed an oversubscribed\u00a0$3.6M<\/a> pre-seed round.<\/p>\n

India-based gut health platform Iom Bioworks<\/strong>\u00a0raised\u00a0Rs 4 crore<\/a>\u00a0($464K) in funding.<\/p>\n

\u00a0<\/p>\n

Today\u2019s newsletter was brought to you by Anthony Vennare, Joe Vennare, Ryan Deer, and Jasmina Breen.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"A smart ecosystem\u00a0transforming\u00a0healthcare through exercise. Food fear is inspiring fact-checking. On Guard US food quality is under fire,…\n","protected":false},"author":2,"featured_media":192785,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4318],"tags":[105,4434,16,15],"class_list":{"0":"post-192784","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-nutrition","8":"tag-health","9":"tag-nutrition","10":"tag-uk","11":"tag-united-kingdom"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/114701024820263389","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/192784","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=192784"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/192784\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/192785"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=192784"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=192784"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=192784"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}