(Chicago, Illinois. February 10, 2021) – Sifter (Sifter SP LLC) is an advanced, new online grocery site built for the 200 million consumers who avoid allergens or ingredients, address a dietary medical need, or follow a special lifestyle diet. The interactive site, sifter.shop, delivers an unprecedented level of product information and allows consumers to shop and select products based on their personal dietary needs and preferences. Sifter also increases retailer basket size and brand sales through enhanced shopper engagement.

Sifter was developed by pioneering entrepreneurs Andrew and Thomas Parkinson, the founders of Peapod, the world’s first online grocer (1989), and ItemMaster, a company dedicated to accurate grocery product detail to help shoppers make more informed buying decisions. Sifter’s goal is to advance the shopping experience and promote better health for both people and the planet, and it’s free to use. With new-to-market technology, the innovative website allows online shoppers to discover and buy from an assortment of over 100,000 food products that match their personal dietary needs from Sifter’s trusted retail partners. Shoppers set their own diet criteria, including the ability to exclude products with allergens and ingredients that the shopper needs to avoid, then Sifter’s proprietary technology displays qualified products to review.

The launch of Sifter addresses significant marketplace demand. For instance, 85 million Americans avoid buying food containing the top allergens. Until now, finding products that matched shoppers’ diets was a time consuming, frustrating
challenge. Online sales growth, accelerated by COVID and health awareness, has created urgency for online shopping, leading to more personalization, product discovery and the demand for accurate product detail. It’s a market that now represents $100+ billion in sales.

“With 30 years of experience in both online grocery and grocery product data, our passion has been to create a simple, easy-to-use platform which helps people better manage their health through nutrition, while also helping products be discovered by shoppers who value a brand's benefits, story and mission. I think we are accomplishing this with Sifter," said Andrew Parkinson.

Sifter “SiftTag” filters are science-based and conform to regulatory requirements and clinical practices. Here is a short list of the functions you can find on Sifter:

Five main diet categories, comprising more than 100 specific diets:‍

- Allergens and Ingredient Concerns (ex: sesame, milk, sulfites)

- Health Diets (ex: managing immune health, mood, FODMAP, celiac, heart and blood pressure health)

- Medications (ex: antibiotics, steroids, MAOIs)

- Lifestyle Diets (ex: keto, paleo, vegan, Mediterranean)

- Responsible Practices (ex: grassfed, hormone free, fair trade)

‍Create a MyDiet profile (or multiple profiles by family member or category): Displays products that match only your dietary needs.

Sift on the Fly: Discover new products that fit your diet.

Brand Stories: Discover new brands and better understand their benefits and mission. Brands can even sell directly to Sifter shoppers.

Purchase options: Buy from Sifter’s trusted retail partners

RecipeSifter: Copy and paste any recipe URL and Sifter will “sift” the recipe to show ingredient options and consistency with your diet preferences. Recommended products can be dropped into your eCart. It will also let you know if there are “violations'' in that recipe that conflict with your requirements.

Health and Wellness Content: Dietitian curated articles, blogs, recipes and other content on various health and wellness topics to nourish the mind, body and spirit.

Brands and retailers gain from Sifter’s ability to connect food products and dietary supplements with motivated shoppers who are able to design their own diet-specific shopping experience. Sifter is already working with many brands that want to tell their story on Sifter and be discovered by shoppers. Sifter’s growing list of trusted retail partners includes Walmart, Amazon, Stop & Shop, Giant, and other major retailers and drug stores coming soon. Brands and retailers that would like to engage with Sifter can connect with the company by going to the For Brands or For Retailer links at the bottom of Sifter’s home page.

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About Sifter
Sifter.shop is a powerful online grocery shopping site that allows you to find, explore, and buy products that fit your personalized diet and lifestyle needs. Our science-backed database allows consumers to filter products by hundreds of different attributes: medical diets, allergens, ingredients, brands and more. Taking medication? Filter out foods that may interfere with your medicine. Trying a new recipe? Simply copy and paste any recipe on the internet to see how it fits your specific diet. The power is in the sift. Learn more at Sifter.shop.