Press Kit — Crave

Overview

Crave helps people cut hidden sugar without strict rules. Snap a photo or scan a barcode to see sugar instantly, choose a lower sugar swap in one tap, and keep a simple daily ring on track. Available on iOS and Android.

Fast facts

Monthly scans
2.1M+
Average rating
4.9★
Crash-free sessions
99.7%
Team
London based, global team

Boilerplate (copy and paste)

Crave is a consumer health app that makes healthier choices simple in real life. Take a photo or scan a barcode to see sugar instantly, pick a lower sugar swap in one tap, and track how choices affect energy, skin, sleep and mood. Users report fewer crashes, calmer skin and better sleep within about a week. Crave is available on iOS and Android. Media: press@trycrave.app.

Download .txt Download .md

The story (short narrative)

Most people want to feel better, but life is busy and labels are confusing. Hidden sugar sneaks into drinks, snacks and sauces, and small choices add up. Crave shows the sugar at the moment you decide, then offers a better like for like option you will actually choose. The goal is not perfection. It is one simple swap today, then another tomorrow. Small changes, real results.

The problem we are solving

Hidden sugar is hard to spot. Labels change, portions vary, and mixed meals are guesswork.
All or nothing plans fail. Strict rules and heavy logging burn people out.
People want quick wins. Energy, sleep and skin are the feelings that keep habits going.

Why now

Phones are the point of decision. The camera is fast and always there.
Better food data. Barcodes, verified databases and brand data are improving.
Short form attention. People need answers in seconds, not minutes.

How Crave works

Snap a picture or scan a barcode — Get sugar instantly for packaged items, or a best estimate for mixed meals.
See the sugar — Clear grams and hidden sugar flags. No guesswork.
Get a smart swap — One tap to a like for like option with less sugar.
Stay on track — A simple daily ring shows if you are in the green today.
Feel the change — Quick check ins link choices to energy, skin, sleep and mood.

Science and method (plain English)

Data sources. We combine verified nutrition databases, brand submissions and barcodes for packaged foods.

Photo estimates. For mixed meals we use computer vision to identify common items and typical portions, then map to known entries. It is an estimate you can edit.

Swaps. We rank alternatives by sugar reduction while keeping flavour, format and context similar, so the choice is easy to accept.

What this is not. Crave is not a medical device and does not diagnose, treat or cure conditions. It is a guide for everyday choices.

Privacy. Private by default. No selling of personal data. Export or delete any time.

For detailed notes, see the methodology PDF in the kit.

Outcomes (early signals)

Users report fewer afternoon crashes within about 7 days
Cravings feel lower in the evening by week two
Skin looks calmer for many users within 7 to 10 days
Typical saves of around 35 grams of sugar per day in pilot cohorts

Figures from pilot surveys and usage data; methods available on request.

Quotes you can use

“Our aim is simple. Show the sugar in the moment and make the better choice the easy one.”
CEO, Alex Winters

“Snap, see, swap. That is the loop. The tech stays quiet so people can get on with their day.”
CTO, Sam Patel

“When people lower added sugar, they often feel steadier energy and sleep. Crave makes that practical.”
Nutrition advisor

“No three o’clock crash. I can actually focus.”
User (beta)

Story angles editors can run

The hidden sugar problem. Why everyday items like drinks and sauces drive crashes.
At the moment of choice. How a camera-first flow changes behaviour in seconds.
Small wins beat strict plans. Why a simple ring and one-tap swaps stick.
Design over discipline. Reducing friction can matter more than willpower.