Zipongo acquires FillMyFork to make purchasing healthy food easier


In California, Zipongo acquired FillMyFork as a complimentary expansion of its Food Benefits Management offering to health plans, employers and health systems. Zipongo and FillMyFork will use their combined analytics to leverage behavioral science to drive healthy eating choices.

FillMyFork provides healthy cooking recommendations, nutrition rewards and passive tracking of grocery purchases. The program offers incentive points for healthy grocery store purchases and removes points for unhealthy choices. Customers can convert their points into gift cards for Whole Foods, Starbucks or other retailers.

FillMyFork’s passive grocery scoring and analytics system has revealed nutrition trends in tens of thousands of grocery purchases. Combining this integrated reward metrics system with Zipongo’s dietary assessment, advanced data personalization, meal planning and grocery delivery mechanisms will make the healthy choice the easy choice. And, the integration of both company’s systems will provide personalized point of purchase shopping lists and coupons that incentivize buying healthy foods.