‘We are a dietician in your pocket’

Created by brothers Andrew Parkinson and Thomas Parkinson, who founded Peapod in 1989 (which sold to Ahold-Delhaize in 2002), Sifter​ is an extension of the CPG veterans’ mission to help consumers navigate the often complex and time-consuming task of label reading by providing an easy tool to help them sift through thousands of products to find the ones that fit their specific dietary needs and restrictions.

The concept of Sifter emerged from the Parkinson brothers’ Peapod spin off, ItemMaster, which provides a comprehensive and verified set of label information for thousands of food products.

“One of the challenges we faced at Peapod is we wanted to allow shoppers to be able to find products based on their diet by looking at the ingredients and the nutrition. And there was really no good database that provided that, which is why we started ItemMaster,”​ Andrew Parkinson told FoodNavigator-USA. 

ItemMaster was sold to Chicago-based asset management firm Gladson in 2019. 

With the everyday consumer in mind, Andrew and Thomas Parkinson launched Sifter in 2019 and made the technology available to online shoppers in 2021 through Sifter.shop, the company’s online platform.

“We launched Sifter really with the objective of helping consumers discover products but then also buy them by linking up to all the retailers that sell their products,”​ said Andrew Parkinson.

“In a very short period, we have over 20,000 people that have come to use it. The people that are coming are definitely the ones that are looking to avoid certain foods,” ​he said.  

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