a b o u t w h a t s m y b r a n d . c o m
A c c o r d i n g t o B B C E a s y C o o k :
“ I f y o u ’ r e b a f f l e d b y f o o d l a b e l s o r c o n f u s e d b y
c o m p l i c a t e d a l l e r g e n o r n u t r i t i o n a l i n f o r m a t i o n ,
y o u m i g h t f i n d w h a t s m y b r a n d . c o m u s e f u l ”
5,667 Visitors and 23, 485 Page Views Since Launch*
whatsmybrand.com launched to consumers earlier this year in response to growing evidence that consumers have become increasingly baffled by food labels and confused by complicated allergen or nutritional information.
whatsmybrand.com is the first online A-Z food directory that lists detailed information about the ingredients and nutritional content of food and drinks sold in supermarkets, and some take aways too. The site is free for consumers to use and has been designed to help anyone track down the right products for their special dietary, allergen and intolerance requirements. You can also search for foods that are low in salt, fat or sugar and find out if they are suitable for vegetarians or vegans.
With whatsmybrand.com you no longer have to go from shop to shop scouring labels in search of suitable products, you can simply check out everything from home beforehand, then make a list from whatsmybrand.com, and then take it with you while you are shopping.
whatsmybrand.com works in consultation with the Food and Drink Federation and the Food Standards Agency. The site is independent and carries no advertising and brand members cannot pay to further enhance their listings on the site. Once brand members have uploaded their information to our site, these members are required to certify this information - making whatsmybrand.com a trusted source of information for consumers and a useful platform for brands to transparently illustrate their provenance.
M a r k e t i n g W e e k r e p o r t e d :
" w h a t s m y b r a n d . c o m i s d e s i g n e d t o b e a n i n t e l l i g e n t
‘ A - Z ’ , a l l o w i n g s e a r c h e s f o r f o o d a n d d r i n k
b a s e d o n t y p e , t h e n s p e c i f i c p r e f e r e n c e s ,
s u c h a s ‘ v e g e t a r i a n ’ , ' o r g a n i c ’ o r
a v o i d i n g c e r t a i n i n g r e d i e n t s , s u c h a s g l u t e n ”
Our grocery database provides a wide selection of brands from Baby Food to Fairtrade to Organic, and includes special dietary products such as Non Dairy, No Added Sucrose, Without Nuts, Without Gluten, Vegetarian, Vegan, Organic, Low Fat, Low Salt and Low Sugar. We now have:
More than 450 products Without Nuts
More than 200 products Without Gluten
More than 210 Vegetarian products
More than 150 Organic Products
More than 130 products that are Vegan
More than 204 products that are low fat
More than 156 products that are low fat low salt
More than 95 products that are low fat low salt low sugar
And for a really intricate search, we even have products to match "organic vegetarian kosher without nuts low fat low sugar low salt"
So how does whatsmybrand.com survive?
Food and drink companies pay a low annual membership fee for the ranges that are listed on the site. Businesses that do sign up to the site will enjoy increased sales opportunities as consumers with specific needs discover their products and find out where they are sold and importantly these companies will have the opportunity to enhance their reputations for openness, resulting in greater levels of trust with consumers. The service is open to food and drink manufacturers and retailers of all sizes.
Organico is the latest in a long line of major brands to join whatsmybrand.com. Others include Cadbury, Daas Premium Organic Beer, Domino's Pizza, Dorset Cereals, Crown Farms (Euro Foods), Hovis (Premier Foods),Free to Enjoy (Kallo), Green Boar Organic Tea, Jordans, Linwoods Superfoods, Maynards, McCain, McVitie's Minis (United Biscuits), Monty's Bakehouse, Mr Organic, Panzani, Rude Health Organic Foods, Ryvita, S & B, Sunmagic, Sunmaid, Tarantella, Tate + Lyle, The Black Farmer, The Chocolate Alchemist, The Natural Confectionery Company, Trebor Basset, Tropicana , Trout Hall and Verjuice. At this launch phase there is a combination of members' certified and uncertified products.
whatsmybrand.com allows consumers with special dietary requirements - whether nutritionally or in relation to allergies - to look for products that matches their needs at the click of a mouse. It will also make it simple for people with other preferences, such as for Fairtrade or locally produced products, to find the food and drink that satisfies their requirements.
whatsmybrand.com is here to help consumers find free, unbiased and accurate information on food and drink to meet their personal shopping requirements.
In time we hope that your consumer demand will ensure product content transparency from all manufacturers and retailers. But we need your help to do this!
If there is a brand that you would like to know more about, please send us an email detailing the brand or product that you would like to find out more about to ian@whatsmybrand.com and we will contact them on your behalf and then give you feedback on how they respond. It's all about transparency!
Go on, give whatsmybrand.com a go!
* As on 28/02/2010