Leading UK network operator O2 has added a new weight loss service to its latest directory of i-mode® content. Featured under the Lifestyle category, the Nutracheck program can help users to lose weight by keeping a personal food diary and allowing them to look up the calorie content of thousands of food products on their mobile. The service – the first of its kind in the UK - is likely to appeal to both men and women who are concerned about their diet and want to make healthier food choices.
Nutracheck is accessed by clicking on the yellow ‘i' button exclusive to i-mode handsets.
Getting started is easy. A user sets up their profile and weight loss aspirations, and the program sets a daily calorie and fat targets personal to them. Food eaten is entered into the phone, using a simple search system to find items – including unique ‘Barcode QuickSearch', which only requires the user to enter the last 4 numbers of a product barcode. Users have at their fingertips, the calorie and fat content of thousands of products including alcoholic drinks, takeaways, fast food and coffee shop products. Checking the calories in a sandwich or latte whilst in the queue, may result in a last minute switch to a lower calorie option! The main Nutracheck food diary screen tots up all the food added, and shows the user at a glance how they are tracking against their daily target.
Sharon Reid, Content Product Manager for O2 says ‘This is a really exciting new development for i-mode. It will appeal to our health-conscious subscribers who want a convenient way to improve their eating habits - whether that be to lose weight or just feel better'.
The technology was developed by NutraTech Ltd, who launched the UK's first combined online and mobile phone weight loss service in February 2005. The interactive Nutracheck food diary and calorie counter with food database that can be searched using Barcode QuickSearch technology, has to date, won the company three awards for innovation. Tim Vryenhoef, Founder and Managing Director of NutraTech adds ‘We're delighted to be working with O2. i-mode is a fantastic development which has revolutionised mobile internet services, and as our weight loss program is the first of its kind in the UK, it is great to have teamed up with such advanced mobile technology'.
In addition to the food diary, the i-mode program also includes ‘Food Swap', a feature that searches for lower calorie or fat options to the item entered. Users can also store favourite foods for easy reference, check how they are tracking over the week and update their personal targets as they lose weight. ‘Hints and Tips' are provided daily, giving advice on food, exercise and staying motivated.
Notes to editor
· The Nutracheck weight loss program is available now via the i-mode directory.
· Subscription costs £3 per month. A 5-day free trial is available.
· The provider of the Nutracheck program is NutraTech Ltd. (Nutracheck is a trading name of NutraTech Ltd). It was developed by marketers Tim Vryenhoef, Rachel Hartley and IT specialist Paul Cookson. The company has won the NatWest ‘Most Innovative Start Up Business Award 2005', Ecommerce Award for ‘Best Use of Wireless & Mobile Technology 2005' and Nottingham Evening Post ‘New Enterprise of the Year Award 2006'.
· The market opportunity: 42% of men and 32% of women are overweight (BMI index between 25-30) and 23% of men and 23 % of women are obese (BMI over 30). Source: British Nutrition Foundation 2004
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