Tellspec TellSpec Case Study 09-16-2015

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TECHNOL OGY CASE S TUDY

April 2015
Portable, real-time nutrient

analysis for consumers
Many industry concerns have focused on the amount of information given to consumers on labels and how nutritional
content is communicated on-pack. But could food manufacturers be looking in the wrong direction? By Paul Gander.
The alliance between digital technology
and the Web is empowering consumers as
never before. Brand-owners are used to
being in control of this resource thanks to
tools such as Quick Reference (QR) codes.
But in conjunction with smartphones, a
new portable technology from Canada
is linking spectrometer-based chemical
and nutrient scanning to online, real-time
analysis and data. Some consumers are
already able to discover more about the
precise makeup of a product on the shelf
all the way down to trace elements
than many manufacturers.
Like existing lab-scale spectrometers,
the TellSpec scanner sends a beam of
light into a food or opaque liquid and
captures the reflected light (spectra).
The captured data is relayed to the
cloud, where a proprietary algorithm
converts this into a detailed analysis that is
directly communicated via an app to the
consumers smartphone.
Currently, the app will give read-outs
on calories and break them down into
N E W
proportions (and net amounts per 100g,

for instance) from carbohydrates, fats and
protein. It will also identify components
all the way from individual sugars to six
major allergens such as gluten.
And the range and accuracy of
TellSpecs analytical capabilities is only
going to increase. Says CEO and founder
Isabel Hoffmann: Were already working
on how we can identify heavy metals
and by-products such as acrylamide,
for example. Well be able to pick up
pesticides, too. The goal is to be able to
see everything at a molecular level.
For now, this is an aspiration. Asked
why a consumer version of TellSpec is
available but not yet a medical-level unit,
she says: We currently achieve 96.7%
accuracy detecting gluten. That level of
accuracy is fine for gluten, but not OK for
something like a peanut allergy. The more
scans we have, the closer we can bring our
accuracy to 100%.
As if the technology itself were
not sufficiently exciting, this sense of
community endeavour adds an extra

engaging quality to TellSpec. In a
statement late last year, Hoffmann
explained: One of the key characteristics
of our food analysis engine is that, as
our database grows with each scan,
our learning algorithms become more
accurate. The more food scanned by
people, the larger the food database and
the larger the public memory of food
composition and consumption.
She likened the process to a crowdsourcing project, and it is no accident that
the business has already used Indiegogo
crowd-funding to help fuel development
and growth.
But Hoffmann has not been relying
on this source for funds. Since beginning
work on the project some two and a half
years ago, and forming the company
around two years ago, she says she has
attracted venture capital funding from
Europe (including Russia) and Asia in
particular, as well as some angel investors.
When NNB spoke to her, she was just
N U T R I T I O N B U S I N E S S
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TECHNOL OGY CASE S TUDY

April 2015
back in the Toronto HQ after opening

new premises in London which will serve
as the European office.
The company has been working
towards a major launch to investors this
summer. This includes adding features
to the existing app. From a consumer
standpoint, a prototype version of the
scanner is already available.
By March 2015, the company had
made 2,200 online sales worldwide;
mostly in the US and to a lesser extent
Europe, says Hoffmann. The unit costs
$350 (323) plus a $70 (65) annual
subscription. I think the price is going to
go higher before it starts to come down,
she says. But compare this with the price
of a lab-scale spectrometer, which might
be up to $1,500.
SHRINKING TECHNOLOGY
The price may not be miniaturised yet,

but the unit is. In March, TellSpec halved
the thickness from around 7cm to 3.5cm
or so, reducing a relatively bulky shape to
something roughly one fifth of the size.
And Hoffmann expects this process to
continue. The miniaturisation is probably
the easiest job, she says. Data acquisition
is the harder part, and that will depend on
people all over the world.
When it comes to other aspects of the
technology, there have been false starts
and some limitations remain.
The scanner currently uses Texas
Instruments DLP technology based on
near-infrared (NIR) which, according to
TellSpec, offers a few advantages over
the first-generation model which used
a laser. The move away from laser was
about consumer safety, the company
acknowledges, but also imposes some
restrictions. For example, the laser worked
with clear liquids, says Hoffmann, while
the current system will scan through
transparent plastics and glass but not
opaque packaging.
Some remaining gaps have nothing
to do with the technology. We havent
included fish or meat so far, she says.
Wed obviously like to be able to do
that, but we dont have our own labs and,
N E W
when youre dealing with products like

this, there are regulations regarding the
construction of a lab. Were currently
raising funding for that.
Using slogans such as Check your food
as easily as your email and TellSpec goes
beyond the label, this technology is a
marketeers dream. But who is the target
audience?
I see things growing slowly, says
Hoffmann. She reports that the early
adopters tend to be those battling with
weight loss, diabetics and pre-diabetics
and families coping with allergies and food
intolerance. Feedback from questionnaires
distributed among users confirms that
these groups predominate.
Will this technology change consumer
behaviour? Even a scientifically designed
study of current user behaviour would
be unlikely to reflect longer-term trends.
Because if you start Hoffmann on the
question of how processed foods have
changed since the 1960s, she soon warms
to the broader theme. She describes the
situation with regard to additives, and
especially those intended to extend shelflife, as horrible.
People dont understand what theyre
eating, so something like TellSpec is
necessary, she argues. I really think that
this will [eventually] be used worldwide,
by everybody.
Interestingly, she adds: I predict its
a female product. This is the first serious
product for women.
Clearly, much of the interest in TellSpec
involves analysing unlabelled foods in
food-service settings or, at home, checking
food that has already been purchased.
For example, the app is currently being
expanded to allow tracking of calorie and
carb intakes per meal. But of course, there
is nothing to stop consumers using this instore before they make a purchase.
Nor is it exclusively consumers who are
interested in the technology. Carrefour,
Walmart and North American retailer
Metro have been in to see us, says
Hoffmann. They were talking about
having an area in-store where there would
be a large, fixed scanner with which
shoppers could analyse their food.
25
As she says, consumers are already

asking retailers about all sorts of additives,
contaminants and by-products. Investment
in TellSpec would give the faster-moving
chains a way of differentiating themselves
from competitors.
Food producers have also approached
TellSpec about having portable scanners
in their factories to check for contaminants
or out-of-specification ingredients. Is
it surprising that they do not have this
technology already? Not really, says
Hoffmann: Its the raw materials supplier
who has responsibility for testing. But
Ive been told that, too often, the supplier
doesnt actually carry it out.
DATABASE COMPLEMENTS SCANNER
In a sense, the scanning and analysis

is only one half of the TellSpec story.
Because users are also paying for access
to what the company has called its
TellSpecopedia: a searchable bank of
scientific and research data about different
food components, ingredients and their
health impacts.
In the example Hoffmann likes to use,
if a consumer encounters Tartrazine
when scanning a tortilla chip, he or she
can instantly access relevant data. But as
she makes clear, this would only consist of
references to peer-reviewed research.
Hoffmann herself is a half-Brazilian,
half-French maths graduate who went
on to set up eight businesses, first in
software-related fields such as gaming,
later in preventative medicine. It was her
own daughters complex allergies that
prompted her to investigate the idea of
a scanner-and-phone combination. She
knew about spectrometers from time she
spent studying astrophysics and deduced a
way of interpreting the scans.
Her vision of making this brilliant
gadget as universal as the smartphone
is inspiring. But it remains to be seen
whether access will stretch even as far as
a significant minority of the population,
given that the majority of us still cannot
even be bothered to read the label
properly.
N U T R I T I O N B U S I N E S S
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24

TECHNOL OGY CASE S TUDY

Portable, real-time nutrient

proportions (and net amounts per 100g,

community endeavour adds an extra

TECHNOL OGY CASE S TUDY

back in the Toronto HQ after opening

The price may not be miniaturised yet,

when youre dealing with products like

As she says, consumers are already

In a sense, the scanning and analysis

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