What it does
Ivy is a food scanner app designed to help users identify and avoid unhealthy processed foods. Its core function allows users to scan barcodes or search for products to receive an instant health score out of 100. The app provides a detailed breakdown of ingredients, additives, and potential risks like seed oils, pesticides, and microplastics. Beyond analysis, it also suggests healthier alternatives and allows users to track personal health metrics like anxiety, sleep, and weight to see correlations with their diet.
Where it shines
Ivy excels at making the invisible dangers of processed food visible and actionable. The onboarding brilliantly demonstrates this by asking the user to evaluate a common loaf of bread, only to reveal its surprisingly low health score (00:20). The main analysis screen is another highlight, presenting complex information through simple scores and icons that are easy to digest (02:40). Perhaps its strongest feature is the "Safer Alternatives" carousel (03:41), which immediately turns a negative finding into a positive, constructive next step for the user.
UX highlights
- Persuasive Onboarding: The app uses a detailed quiz not just for personalization, but to educate and build a strong case for its own value before ever showing a paywall.
- Simple Scoring: The 1-100 score with a simple heart icon provides an at-a-glance understanding of a food's healthiness, which is great for quick decisions while shopping.
- Layered Information: Users can get a quick verdict or tap into any section (like an additive at 02:48) to get detailed explanations and links to scientific studies, catering to both casual users and researchers.
- Action-Oriented Design: The app consistently focuses on what to do next, from offering alternatives to allowing users to build and share a grocery list (04:19).
- Integrated Health Tracking: By allowing users to log symptoms like anxiety and fatigue (04:41), the app helps users connect the dots between what they eat and how they feel.
Monetization & growth
Ivy employs a hard paywall with a 3-day free trial, which appears after a comprehensive and highly persuasive onboarding flow. The paywall screen itself (01:19) is cleverly designed to reduce anxiety by showing a clear timeline of when the user will be reminded and when they will be charged. The app presents a single, discounted yearly plan to simplify the choice. Growth is encouraged through 'Invite friends & family' options in the settings (05:36) and on the main profile tab.
Who it’s for
This app is ideal for health-conscious consumers who want to look beyond simple nutrition labels. It’s perfect for parents trying to make healthier choices for their families, individuals with health issues like bloating or fatigue who suspect a dietary cause, and anyone looking to transition away from a diet high in processed foods. Its detailed analysis would also appeal to users who are deeply interested in food science and additives.
Notes & opportunities
While the search function works well as a fallback, the initial camera view for barcode scanning appears blurry and unfocused (02:18), which could cause friction. The app effectively links food to health, but it could make this connection more explicit by showing trend correlations, for example, 'Your anxiety levels decreased when you ate fewer low-scoring foods.' Lastly, the grocery list is functional but could be enhanced with features like sorting by health score or automatically grouping safer alternatives for items on the list.