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Innit: The Invisible AI in Your Fridge
How a 72-person team is quietly powering the future of personalized food intelligence
While everyone chases consumer-facing food apps, Innit is playing a different game: becoming the essential intelligence layer for giants like Nestlé. This isn't another recipe app—it's the operating system for personalized nutrition.
"Innit isn't competing for your attention—it's becoming the intelligence behind your food choices."
The B2B Pivot That Changed Everything
Innit started with a consumer app but discovered something crucial: the real value isn't in owning the user relationship, but in powering it. Their 72-person team generates $9.4M in revenue by embedding AI directly into retail and food brand ecosystems. The 45% direct traffic spike suggests enterprise clients and partners are actively seeking them out, not stumbling upon them.
The Network Effect of Food Data
Their top keyword—'innit' with 11,410 monthly searches—shows strong brand recognition. But the real moat is the data flywheel: every partner integration (like their Nestlé connection hinted by 'eugenio minvielle nestle' searches) feeds their platform, making their AI smarter for everyone else. They're not just a vendor; they're becoming infrastructure.
- Vue.js + Nuxt.js + AWS stack shows serious technical maturity for a 72-person team
- Shopwell (220 monthly searches) appears as a secondary brand signal—possible acquisition or competitive intelligence
- Top countries are undefined, suggesting either privacy-focused traffic or a truly global, distributed customer base
Innit's real genius is recognizing that the future of food isn't about winning the app store—it's about being the invisible intelligence layer that makes every other food app smarter. With a lean team and solid revenue, they're positioned to own the plumbing of personalized nutrition while others fight over the surface.
The Infrastructure Play
Innit is building the Stripe for food intelligence—less sexy, but far more defensible. For investors and founders: this is what B2B AI infrastructure looks like when it's working.
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Innit - Food Intelligence platform
Innit’s Food Intelligence Platform provides guidance, personalization, and expert validation across food, retail, and health.
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About innit.com
Innit’s Food Intelligence Platform provides guidance, personalization, and expert validation across food, retail, and health.
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Technology Stack
innit.com uses 11 technologies across their website including Prismic, Amazon Web Services, AWS CloudFront, Lazy Loading, Priority Hints, and more.
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Prismic
Cloud & Hosting
Amazon Web Services, AWS CloudFront
Performance
Lazy Loading, Priority Hints
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Twitter Cards
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DaisyUI
CSS Frameworks
Bootstrap, Tailwind CSS
Traffic & Audience
innit.com receives approximately 5.5K monthly visitors and ranks #3,676,964 globally. The website has a bounce rate of 42% with visitors viewing an average of 1.5 pages per visit. Users spend an average of 0:06 on the site.
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