Healthy Eating, Simplified — Why We Invested in the FoodHealth Company

At Reach, we’re deeply interested in solutions that help people live longer, healthier lives, especially when those solutions integrate naturally in the flow of daily life. That’s why we’re thrilled to share that we’re co-leading the FoodHealth Company’s (formerly known as Bitewell) $7.5M Series A alongside our friends at Ulu Ventures, with participation from Rethink Food and existing investors LEAD VC and Refinery. 

More than half of American adults suffer from chronic diseases tied directly to diet. Each year, these diseases lead to more than a million deaths at a cost of over $1 trillion. Further complicating matters, while most Americans want to eat healthier, 80% say they’re confused about what is actually healthy. Many often rely either on calories as a marker for “healthy” food or whatever the fad diet is at the time making it difficult to maintain a research-driven healthy diet. 

Samantha Alexander was inspired to solve this challenge after navigating her own complex health journey. She leveraged the marketing and strategic expertise she developed during her time at Estee Lauder to build the Food Health Company, whose proprietary technology is the Food Health Score (FHS). Backed by evidence-based nutrition research and experts, this score evaluates the nutritional value and ingredient quality of food products on a scale of 1–100, offering a simple, effective tool that’s already changing how consumers purchase food.