Longevity Food Lab · Food for Life

The moment

Longevity went from a niche to the biggest story in health.

The money, the audience and the behavior have all arrived at once. Wellness is a $6.8 trillion economy and still compounding; the 50-plus generation controls more than half of U.S. consumer spending; and people say, in large majorities, that they want to live healthier for longer and don't know how. Food is the one lever every one of them touches three times a day.

The wellness economy keeps compounding

Global wellness economy, trillions of U.S. dollars. Healthy eating, nutrition and weight loss alone is a $1.15 trillion segment.

Global Wellness Institute, Global Wellness Economy Monitor 2023–2025.

Capital is already betting on consumer longevity

Cumulative funding, selected consumer-facing longevity companies, billions of U.S. dollars. UBS projects an $8 trillion longevity economy by 2030.

Longevity Investors News, 2026 capital-flow review; company announcements 2025.

123M

Americans 50 and older

$10.7 trillion in consumer spending in 2024 — more than half of all U.S. consumption — and $2.7 trillion of it on health. This is our first audience, and it is the one already paying for supplements, newsletters and subscriptions.

AARP Longevity Economy Outlook, 2026.

87%

want to live healthier for longer

Yet 74% failed a basic 20-question longevity quiz, and 72% rely on their primary-care doctor to manage their health. The demand is there; the tool is missing — and the doctor is the trusted channel.

MDVIP / Ipsos national survey, 1,003 U.S. adults.

60%

call healthy aging a top priority

McKinsey's 9,000-consumer survey puts healthy aging at or near the top of wellness priorities across markets, with use of nutritionists up 12% since 2023. People want to be told what fits them, by someone they trust.

McKinsey, Future of Wellness 2025.

Food-scanning is already a mass habit

The behavior we need — point a phone at food and expect a verdict — is learned. Yuka, which grades packaged products only, shows the scale.

Food Manufacture, Feb 2026 (Yuka figures); AppTweak, Most Downloaded Health & Fitness Apps 2025.

Supplements: a habit without a referee

Three in four U.S. adults take supplements and most call them essential — and no mainstream app scores them alongside food.

Council for Responsible Nutrition consumer surveys, 2018 and 2024.

The app

Say it, scan it or photograph it. Get the number and the reason.

Every competitor is a scale or a ledger: calories in, calories out, a budget to overspend by three o'clock. Longevity Food Lab grades the food, not the person — one score, one sentence, in about three seconds — then rolls the day into a single number that a small snack cannot ruin.

Tell it what's in front of you

Speak ("salmon, rice and a Coke"), type, photograph the plate, scan a barcode or a menu. It asks a question only when the answer changes the number.

Get one number, for you

A 0–100 score weighted to the goals you set — sleep, blood sugar, brain health, heart, weight, longevity — not a generic grade. A one-word rating under the number makes it readable at a glance.

See why, in plain English

"Why not higher?" explains the score in a sentence or two: what carried it, what held it back, by how much. Every claim traces to a verified, cited fact.

Keep what you love

In the store, Smart Swaps shows the higher-scoring product on the same shelf. In the kitchen, Chef cooks to your goals and "Optimize" rewrites any recipe — yours, a restaurant's, one from a TikTok link — toward a higher score. We never tell you what not to eat; we show you the better version.

From the current TestFlight build

1–3 of 11

**Step 1 · Tell it what's in front of you**Point at any food, barcode or package and tap; Upload, Speak or Type are one tap away.

**Step 2 · One number, for you**Herb-crusted salmon scores 93 for this user's sleep and brain goals — with the reason in two sentences.

**Step 3 · See why**Full analysis: key benefits, the research behind each of your goals, and the macronutrients.

**Step 4 · Smart Swaps in the store**Scan a grocery product and see the higher-scoring neighbor on the same shelf, and why.

**Step 4 · Keep what you love**A short-rib recipe imported from a TikTok link, scored 82 — one tap to "Optimize for My Health Goals."

**Supplements, scored as a stack**78 Good for this stack — coverage, synergies and gaps, not an average of bottles.

**Sage, a voice nutritionist**Ask out loud; the answer knows your goals, your stack and your day.

**Eats**Sixteen places nearby, what to order at each, and Sage's picks for your goals.

**Circles**A family circle: a scored steak recipe, reactions, and Sheri's Chef Original.

**The day, as one number**Three meals, average score 90, three health goals on track.

**One engine, many doors**Compare, Recipes, Queue, Chef, Sage, Score, Supplements, Shop, Track — every door leads to the same number.

Chef: the food you love, scored higher

Say what you feel like — "something with short ribs" — and Chef makes three recipes for your goals, tastes and cook time. Pick one; Optimize does the same for any recipe you already have. Healthy eating only lasts if it's enjoyable. Chef is how we make sure it is.

On-phone grocery database

1.08 million products with full ingredient and nutrition data on the device. Scores in a store with no signal, no server round-trip, no latency.

Supplements and Stack Synergy

Scores the bottle, then reads the whole stack: what your D3 already covers, what overlaps, what the food on your plate adds. None of the five top-grossing U.S. food-tracking apps scores supplements, and none reads a stack as a whole rather than bottle by bottle.

Eats

Places near you on a map, what to order at each, and Sage's picks for your goals — plus 674 chain-menu items already scored. Eating out stays on the number.

Sage, a voice nutritionist

Ask a question out loud and get an answer that knows your goals, your stack and your day. Built on the same scoring engine, so it never contradicts the number.

Circles

Share a scored recipe or meal with family or a practitioner; they rescore it for their own goals. Every share is a new download.

The day, as one number

The tracker rolls today's meals into one average score — plus a calorie view and intermittent fasting for those who want them. No budget to fail; the day leads with what went right.

How the number is made

Every food is scored 0–100 by the same four questions. The score of a food is the same for everyone; the reading is yours.

What is it?

Whole, minimally processed foods score higher than refined ones. Wild salmon above farmed; raw honey above white sugar. Water is the only 100.

What's in it?

Added sugar, refined flour, inflammatory oils and sodium lower the score by how much is actually there — a teaspoon costs less than a tablespoon.

How does it sit with your goals?

The food's grade doesn't bend to flatter you. Your goals decide how it's read: which benefits lead, which cautions surface, and what the better version looks like.

What's the evidence?

Every reason traces to the library: 223 verified facts drawn only from human studies — Nature, NEJM, JAMA, BMJ and peer-reviewed journals — reviewed by the founders as new research publishes, with a full pass each quarter.

Why we win

The leaders count, coach or grade packages. None of them scores the food you actually eat.

MyFitnessPal is a calorie ledger with the scanner and voice behind a paywall. Noom is a willpower course that costs about $70 a month, or $209 a year paid up front. Yuka grades a barcode and stops there. The AI photo apps count calories and nothing else. Longevity Food Lab is the only one that puts a longevity score on anything you can say, photograph, scan, cook or order — and then on the day.

	Longevity Food Lab	MyFitnessPal	Noom	Yuka	AI calorie apps
Scores a plate, a recipe or a restaurant dish — not just calories	●	—	Color bands	—	—
Personalized to the user's own health goals	●	Macro targets	Weight only	—	—
Barcode and packaged-product scoring	●	Premium	—	●	Some
Supplements scored with food	●	—	—	Cosmetics	—
Voice input included free	●	Premium	—	—	Some
Works offline in the store	●	—	—	Partial	—
Reasoning shown, sourced to cited science	●	—	Unsourced lessons	Additive list	—
No affiliate or placement income on scored items	●	Instacart offers	—	●	—
Price	$10 / mo (annual)	$79.99 / yr	$209 / yr · $70 / mo	Free · optional premium	$30–120 / yr

● included · — not offered. Features and prices as published April–October 2026: MyFitnessPal (Premium $79.99/yr; barcode scanning Premium-only since Aug 2022, voice logging Premium); Noom ($209/yr annual plan, $70 month-to-month); Yuka (free with optional premium; states it carries no advertising and accepts no brand influence); AI calorie apps (Cal AI and peers, 2026 reviews). Sources in the footer.

MyFitnessPal counts your calories. Noom coaches your willpower. Longevity Food Lab scores your food for the years you want to add — say it, scan it or photograph it, and keep eating what you love.

Why now

Own the number before anyone else does.

The category is open. Yuka proved people will scan; the calorie apps proved they will pay; the longevity boom proved they want to live longer and don't know how. Nobody has put one trusted, personal number on food. The plan is to scale as fast as possible, capture the category while it is still unclaimed, and use that position for everything that follows.

The engine is built and shipping

Scoring, the on-phone database, goals, meal and menu analysis, supplements, sharing — live with testers now. Capital goes to growth, not to finding out whether it works.

How users arrive — year one, planning assumptions

Practitioners. Doctors, nutritionists and wellness practices get a free professional seat and share scored foods with patients through Circles. 50 practices × ~100 patients ≈ 5,000 users at near-zero acquisition cost.

Health newsletters and lists. Placement in evidence-based consumer-health newsletters, on revenue share or paid insertion: ≈ $4 per install, the low end of the $3–8 range for health apps.

Gold Badge partners. Products that earn a Gold score license the badge; their packaging and email carry our link. Ten partners in year one, installs at no cost to us.

Paid. A small Meta/Google test at ≈ $6 per install, ≈ $60 per paying subscriber.

Blended: ≈ $3–4 per install, ≈ $30 per paying subscriber, against a modeled $134 first-year revenue per paying user.

Assumptions, not results; measured after public launch.

Lower cost, more of the job

Annual price for the paid tier, U.S. dollars. Longevity Food Lab includes the scanner, voice and supplement scoring that competitors paywall or lack — at $120 it sits between the ledger and the coach, and does more of the job than either.

Published pricing, April–October 2026. Longevity Food Lab Premium at $10 a month billed annually.

Everything behind one number

Compare, Recipes, Chef, Sage, Score, Supplements, Shop, Track — nine doors, one engine, one score. Breadth that took 44 builds to ship, and that no competitor matches in a single app.

The ecosystem

One Index. Everything it attaches to.

Longevity Food Lab is a single, independent 0–100 score for how well something fits a person's health goals — the way one number came to stand for credit. Once the number is trusted, it can be attached to anything a person eats, drinks, buys or is prescribed. Each chapter uses the same engine and the same published rules.

Live nowThe app

Scan a plate, a package, a barcode or a bottle; get the number and the reasons. 1.08M grocery products on the phone, working offline. The proof the engine works — and the consumer front door to everything else.

LaunchGold Badge program

"Rated Gold by Longevity Food Lab" on partner products, emails and packaging, with a link to the app. The partner earns the score through the same public rubric as everyone else — Gold is the published threshold, not a favor — then licenses the right to display it. Their marketing budget advertises us.

LaunchProfessional program

Doctors, nutritionists and wellness practices get premium seats, score for their patients, and share through Circles. Every practitioner seeds a network of their own.

Funded chapterBlood-panel nutrition

Partner with national lab networks: they draw the panel, we analyze it and recommend the specific foods that move the markers. The Index becomes personal at the level of a person's own blood work.

Funded chapterLongevity Food Lab Kitchen

A show and podcast where chefs' plates, restaurant menus and pantry staples get scored on air. The Index becomes a media brand, and every episode is a reason to open the app.

ExpansionMenus, chains and shelves

Restaurant menus, grocery chains and retail shelf tags carrying the number. Scores on 674 chain menu items are already in the engine; the rest is distribution.

✓

Independent where it counts.

Longevity Food Lab never earns a commission, placement fee or affiliate payment on anything it scores — no food, meal, menu, recipe, grocery product or supplement. Not now, not ever. The Index is valuable only because it cannot be bought, and that rule is written into the app itself.

Partner revenue comes only from things the engine does not score: lab testing and analysis, practitioner and professional programs, licensing of the Index and the Gold Badge, media, and services or products outside the scoring universe — blood panels, body-composition scans, glucose monitors and other wearables, telehealth, books and courses. If something can get a number from us, nobody pays us to sell it. The Gold Badge fits the rule: the score is earned first, under the same published criteria as everyone else; the license to display it is a marketing right, never a scoring influence. The same line applies to ownership: no equity, options or revenue share go to anyone whose products the engine scores.

The model

Subscription economics with almost no cost to serve.

A free trial that delivers the first score inside a minute, then Premium at $10 a month billed annually. Scoring and the grocery database run on the phone, so the cost of serving a user is cents. After Apple's 15% commission and AI costs, about 80 cents of every subscription dollar stays with us (modeled; internal P&L audit, June 2026). Capital goes to growth, not infrastructure.

Plan case

12%

of people who install the app and are paying subscribers after the 14-day trial. Hard-paywall subscription apps convert a median 10.7% of installs by day 35.

Base case

14%

The number the launch is planned around: above the median, as a health audience that already pays for its health should be. 14-day trials convert about 42% of trial starters.

Upside

20%

What practitioner- and partner-referred users are expected to convert at.

Users	12% plan	14% base	20% upside
25,000 users	$403K	$470K	$744K
50,000 users	$806K	$941K	$1.5M
100,000 users	$1.6M	$1.9M	$3.0M
250,000 users	$4.0M	$4.7M	$7.4M
500,000 users	$8.1M	$9.4M	$14.9M

Annual subscription revenue. "Users" = installs. Illustrative planning assumptions from the company's pricing and conversion model (Aug 2026), not forecasts; 25,000 users is the first-stage launch target. Conversion benchmarks: RevenueCat, State of Subscription Apps 2026. Actual conversion will be measured after public launch.

The road to 500,000. 25,000 users in launch year through practitioners and health newsletters · 100,000 in year two as Gold Badge partners and paid channels open · 500,000 in years three to four with the Kitchen media brand, chain menus and the blood-panel chapter. Planning targets, not forecasts.

Annual revenue by user base

Base case (14%) in green; the lighter bar extends to the 20% upside. Illustrative.

Company model; $10/month Premium billed annually.

Where that sits in the category

Even the top of this ladder is a sliver of the audience the leaders already reach — which is the point. The category has proven that hundreds of millions of people will download a food app and pay for it; nobody in it is yet selling the one thing we score.

220M

MyFitnessPal annual users

$310 million in 2023 revenue — about $1.40 per user per year, because almost all of them stay free. 500,000 Longevity Food Lab users would be 0.2% of that base.

Mobile Marketing Reads (company figures), 2024–25.

80M+

Yuka users worldwide

16.4 million downloads in 2025 and 2 million scans a day — proof that pointing a phone at food is a mass habit. Yuka grades packages only; it does not score a plate, a menu or a person's goals.

Food Manufacture, Feb 2026.

$400M

Noom revenue (2020)

The willpower-coaching model at scale, at roughly $70 a month. MyFitnessPal, Lose It!, WeightWatchers, MacroFactor and Noom were the five top-grossing U.S. food-tracking apps in 2024.

Noom company reports; Sensor Tower Q2 2024.

The middle of the market

Annual revenue, millions of U.S. dollars, for food and nutrition apps that never became Noom — most built with little or no outside capital. Our 500,000-user base case sits among them.

Cronometer: founder-reported ARR, Nov 2024. MacroFactor and Lose It!: annualized from Sensor Tower U.S. weekly revenue peaks, Q2 2024 — approximate. Cal AI: reported annual revenue at acquisition, Dec 2025. Noom: company-reported 2020 revenue. Longevity Food Lab: company model, illustrative. One honest counterweight: RevenueCat's 2025 benchmark finds only about 5% of health-and-fitness apps reach $10,000 in total revenue in their first two years — the middle tier is real, but distribution decides who gets there, which is what the rest of this page is about.

Revenue per user, public vs. modeled

MyFitnessPal earns about $1.40 per annual user. Our base case works out to roughly $19 per user — 14% paying at $10 a month — because the first score lands before the paywall and the audience is one that already pays for its health. That gap is why the ladder above reaches eight figures at a user count the leaders would consider small.

Arithmetic from the public figures above and the company model; the Longevity Food Lab figure is an assumption to be proven at launch.

The founders

Eric and Sheri Betuel

Longevity Food Lab was Sheri Betuel's idea. She saw that people were drowning in nutrition advice and still couldn't answer the only question that matters at the moment of choice — is this good for me? — and conceived a single number that would answer it for anything a person eats, scans or orders. She has been in every part of the product since: the scoring rules and the science behind them, the way the app speaks to a user, the onboarding, and the testing of every build.

Sheri is a Caples Award-winning direct-marketing writer. She wrote for Prentice-Hall, Wunderman (Y&R) and CBS before co-founding Imagination Inc., the direct-response creative firm she and Eric have run for more than three decades.

Together they are one of the most successful direct-response copywriting partnerships in advertising history. Over 33 years they have written more than 200 controls, and their mailings have reached an estimated two billion consumers for clients including Bottom Line, Healthy Directions, Prevention, TIME and SuperBeets (HumanN). Several of their larger clients built and sold their companies substantially on the sales that work produced. Brian Kurtz, who ran marketing at Boardroom through its best years, names Eric on his "Mount Rushmore" of the four copywriters who made that company.

They founded Clearwater Road Studios, Inc., the software company behind Longevity Food Lab, on a simple thesis: the people who understand what makes a health-conscious consumer act are now able to build the product themselves. Eric is a graduate of Brown University. The Betuels live in East Hampton, New York.

Eric on LinkedIn →

If we open a round

We are not raising money today. This page gauges interest.

If we do open a round, we expect to seek $750K–$1.5M. The floor takes the app from TestFlight to a public App Store launch and funds the first 25,000 users; the ceiling adds the practitioner and Gold Badge programs in year one.

Use of funds, planned

35% engineering (a second engineer) · 20% science and content (the verified library, the Index rules) · 35% marketing and distribution · 10% operations and legal.

Milestones

Public App Store launch, November 2026 · 25,000 users and first measured conversion data by end of 2027 · practitioner and Gold Badge programs live in 2027.

Already paid for

The engine, the app, the on-phone database and the verified library were built by the founders without outside capital. Any round would fund growth, not the question of whether it works.

Not an offer of securities and not a solicitation. No money is accepted here. If a round is opened, structure and terms would be set in definitive documents with counsel.

One number tells you how well a food fits you.