MyFitnessPal acquires Intent to combine meal planning, grocery list creation and calorie-tracking in one AI app

MyFitnessPal, a leading calorie-tracking application available on Android and iOS platforms, has acquired Intent, an AI-powered meal planning startup. This acquisition marks MyFitnessPal’s expansion from primarily tracking food intake to offering comprehensive meal planning services through artificial intelligence technology.

The acquisition details: MyFitnessPal’s purchase of Intent will integrate advanced meal planning capabilities into its existing platform through a new feature called Meal Planner.

• The integration will incorporate Intent’s proprietary algorithms and machine learning technology
• New features will include AI-powered meal planning, automated grocery list creation, and simplified ingredient ordering from major e-retailers
• The system will also streamline the meal logging process for users

Service expansion and availability: The new Meal Planner feature will be exclusively available to Premium Plus subscribers when it launches in spring 2024.

• The service will cost $99.99 annually
• Initial rollout will cover six regions: the United States, United Kingdom, Ireland, Canada, Australia, and New Zealand
• Existing Intent users can continue using their current service until April 2026

Executive perspective: Mike Fisher, CEO of MyFitnessPal, emphasizes the strategic importance of this acquisition for user growth and platform enhancement.

• The integration aims to attract new users who prioritize meal planning in their health journey
• The move represents a significant expansion of MyFitnessPal’s core functionality beyond calorie tracking
• Users can sign up for early notification when the Meal Planner feature becomes available

Market implications: This development signals a shift in the digital health and wellness space toward more comprehensive, AI-driven solutions.

• The integration of AI technology into meal planning represents a growing trend of personalization in health and fitness apps
• The premium pricing strategy suggests confidence in users’ willingness to pay for advanced AI-powered features
• The acquisition highlights the increasing consolidation of specialized health tech startups into larger platforms

Looking ahead: The success of this integration could set a precedent for similar fitness and nutrition apps to expand their services through AI-powered features, though the relatively high price point may present a barrier to widespread adoption among casual users.