Early access — launching soon

WTF is actually in that?!

Scan any food label with your phone camera. Get instant, plain-English explanations of every ingredient — no chemistry degree required.

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WhatTheLabel

Scan · Understand · Decide

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Tap to scan a food label

✓ Safe
Citric Acid — Natural preservative from citrus fruits. Commonly used, well-studied, no concerns.
⚠ Worth Knowing
Sodium Benzoate — Preservative. Generally safe, but some prefer to limit intake.

How It Works

Three taps. Zero confusion.

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1

Snap the label

Point your phone camera at any food label — packaged, bottled, fresh, anything. Our OCR reads it instantly.

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2

AI breaks it down

Every ingredient gets translated into plain English. What it is, why it's there, and whether you should care.

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3

Make informed choices

See allergen flags, additive warnings, and dietary compatibility at a glance. Your diet, your rules.

What You Get

Built for real life, not lab coats

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Plain-English Translations

Methylparaben? Xanthan Gum? We tell you exactly what it is in words you actually understand.

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Allergen & Additive Alerts

Instant flags for common allergens, artificial colours, and controversial additives. Customise for your sensitivities.

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Diet Compatibility

Keto? Vegan? Low FODMAP? Gluten-free? See at a glance whether a product fits your dietary needs.

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Built for Aussie Labels

Understands FSANZ standards, Australian labelling conventions, and local brands — not just US products.

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Health Score

A simple score so you can compare products side-by-side in the supermarket aisle without the research.

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Ingredient Library

Every ingredient you've ever scanned, saved and explained. Build your own personal food knowledge base.

The Problem

Food labels are designed to be confusing. We're fixing that.

87%
of Australians find food labels confusing
3,000+
approved food additives in Australia
4 sec
average time spent reading a label in-store

FAQ

Quick answers

Is it free?
Yes! Early access is completely free. We want to build something genuinely useful and your feedback in the early stages is more valuable than any subscription fee.
How is this different from Yuka or MyFitnessPal?
Most food apps rely on pre-built databases, so they fail on anything not already catalogued. WhatTheLabel uses AI to read and interpret any label in real-time — even store brands, local products, and items never seen before. Plus, we're built for Australian labels and FSANZ standards.
Does it work with Australian products?
Absolutely — that's our whole reason for existing. WhatTheLabel understands Australian labelling conventions, FSANZ requirements, and local ingredients. Most competing apps are US or EU-centric and don't recognise half the products on Aussie shelves.
When does it launch?
We're in active development and early testers will get access first. Join the waitlist to be at the front of the queue — we'll email you as soon as it's ready.
Is it medical advice?
No. WhatTheLabel is an informational tool to help you understand food ingredients. It doesn't replace advice from your doctor, dietitian, or health professional. Always consult a professional for specific dietary or medical needs.

Ready?

Stop guessing. Start scanning.

Join the waitlist and be the first to try WhatTheLabel when it launches. It takes 5 seconds.

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Privacy Policy

Your data, your control

What we collect

When you join our waitlist, we collect your email address only. That's it. No names, no phone numbers, no tracking cookies, no browsing data.

Why we collect it

Solely to notify you when WhatTheLabel is ready to use, and to share occasional development updates. We will never use your email for anything else.

How we store it

Your email is stored securely via Mailchimp (The Intuit Inc. group), which complies with GDPR, the Australian Privacy Act 1988, and industry-standard encryption. We do not store your email in any other system.

What we will never do

Your rights

You can unsubscribe at any time via the link in every email we send. You can also request deletion of your data by emailing privacy@whatthelabel.com.au. We will action all deletion requests within 7 days.

Australian Privacy Act compliance

WhatTheLabel is an Australian product. We comply with the Australian Privacy Act 1988, the Australian Privacy Principles (APPs), and the Spam Act 2003. We only send commercial electronic messages with your consent, and every message includes a functional unsubscribe mechanism.

Last updated: February 2026