London based AI startup 180GIG Limited has launched Meal Roaster, a nutrition assistant that operates entirely inside WhatsApp and is designed to reduce dropoff in food tracking.
Meal Roaster allows users to send a photo of their meal through WhatsApp and receive an automated nutrition analysis within seconds. The response includes estimated calories, macronutrients, and a general health score, delivered directly inside the messaging app.
The product is built around the idea that many people abandon nutrition tracking tools because they require too much effort. By using WhatsApp, a platform already used daily by billions of people, the company aims to reduce friction and make nutrition feedback part of everyday communication rather than a separate task.
Founder Ademola Balogun said the focus was on removing barriers rather than adding new features.
Most nutrition tools fail because people stop using them, not because the technology is weak. We wanted to remove as many steps as possible and fit into what people already use.
Meal Roaster uses AI image analysis to identify food items and estimate nutritional values. To improve engagement, the system also includes playful commentary on meals, which the company says encourages repeat use without turning the experience into a clinical process.
The service offers a free tier that includes meal analysis, health scoring, streak tracking, and a nutrition trivia feature. Paid users receive additional tools such as automated daily meal plans, real time nutrition summaries, weekly and monthly progress reports, food swap suggestions, and custom goal settings for weight management and fitness.
In addition to individual users, the company is offering the service to organisations. Gyms, fitness coaches, corporate wellness teams, and health focused organisations can provide access to the platform for their members in bulk, allowing them to offer structured nutrition support without hiring in house specialists or developing their own software.
The company says this approach is designed to extend nutrition guidance beyond physical locations and scheduled sessions, and to support engagement between visits.
Meal Roaster is currently available through WhatsApp and is part of 180GIG’s broader work on consumer focused AI tools.
