About Us
Our mission is to improve the diet of children and prevent the negative health outcomes that derive from the consumption of ultra-processed and high in fat, salt or sugar foods (HFSS)
Numerous studies have shown that home cooking is associated with a better overall health, improvement in wellbeing, nutritional status, and even educational performance in children. But it takes more time and effort for the already overwhelmed parents. It also costs 3x more to eat healthy (Food Foundation). We are building the technology can help to overcome those barriers.
WHY?
Too many children grow up on unhealthy diets and there is no easy way to sustain a balanced diet as a family
— One in three children are leaving primary school overweight or obese1
— Less than 0.1% of the population meet all elements of the Eatwell Guide recommendations2.
— If current trends continue then, amongst children born this year, 25% will suffer overweight or obesity by the time they start school, rising to 75% by age 653.
What we’re building:
The smartest and most intuitive cookbook
A balanced diet planner for all the family and special diets
Up-to-date, easy-to-understand resources for parents to support nutrition and wellbeing.
Smart tools to support a busy lifestyles, climate change and the cost of living crisis
A platform for peer exchange and support
From parents to parents. We know first hand how intense it can be working and having a family and we are designing Phoebe to work for our family first. We hope it will help yours too.
Meet The Founders
Sarah Roesink
Mum of three, podcaster, creative and passionate advocate of healthy eating. Sarah realised that is hard to avoid ultra-processed foods especially if you are a working mother and have limited time and energy for cooking.
Spyros Zevelakis
Software engineer and product design expert with a track record of designing digital products that people love. Spyros finds home cooking a great pleasure that reminds him of childhood in the island of Crete.