We are WhatsInThisStuff.com. Our mission is to give people concise information about food ingredients, let them decide which ingredients they like and dislike, and then enable them to quickly make decisions about which food products they want to purchase and consume.

We do this through our database of thousands of products and hundreds of ingredient descriptions. The site allows users to highlight specific ingredients they want to avoid, are allergic to, or want to consume more of, by tagging the ingredient in an “ingredient profile”. Once tagged, the ingredient will be highlighted the color the user has chosen when products are looked up containing that ingredient. The phone app allows users to scan the UPC of products which brings the ingredient information to their phone where they will quickly be able to identify ingredients from their ingredient profile.

Our database is growing every day and we have many more features on the way!