Quantified Nutrition



Jamie Oliver







The Challenge

Currently, 64% of the UK adult population is overweight, with 24.7% considered obese. Simultaneously, population growth and economic development dictates that there is a projected increase in food demand of 50-70% by mid-century; and yet it is also estimated that over one third of all food produced globally for human consumption goes to waste.

How can tracking what we cook and eat make our consumption habits more sustainable, and make us happier and healthier?  This challenge, set in partnership with Jamie Oliver, explores how self-monitoring can move beyond ‘number tracking' to inform food and cooking choices, positively change behaviour and ultimately improve wellbeing.

Whilst the winning solution could be an app, wearable, analytics tool, hardware or any digital solution, the technology must be simple, fun, accessible and innovative. Furthermore, it is imperative that the successful solution has mass appeal to empower children, adults and families to eat healthily.

Applicants may wish to propose a holistic solution, or equally could focus on a particular aspect of the following points for consideration:

  • Looking beyond simple ‘goal setting' techniques to set the pace for deeper and sustainable behaviour change, as opposed to simply encouraging a shift in mindset. Applicants may wish to incorporate instructions, alerts, tips and one-on-one tutorials, for example, for effective and longer-term engagement.
  • Carefully considering the pricing strategy, so that cost isn't a barrier to mass adoption, and continued use of the solution.
  • Exploring connectivity to other relevant products, places and content; such as existing recipes, restaurants, books, TV shows, digital experiences and products. 
  • Strengthening engagement through personalisation, feedback mechanisms, and bespoke rewards or content, to tailor the solution to the individual and enhance the user experience.
  • Utilising location technology to improve efficiencies and ensure on the move tracking is easy and seamless.
  • Drawing upon seasonality, ambient and external factors to influence eating habits and make meals more nutritionally sound. This could include calendar milestones, seasonal ingredients, and recipes to suit the time of year or weather, for example.
  • Responding to the data captured to help minimise food waste and embed sustainability into everyday behaviour, and / or to provide insight into consumer behaviour.  

The winning solution will be trialled by Jamie Oliver for a minimum period of three months, before being commercialised more widely.  This could involve tapping into their expertise in food and healthy living, or exploring how best to engage in the active digital community of 3 million customers.


About Jamie Oliver

Jamie Oliver is a phenomenon in the world of food. He is one of the world's best-loved television personalities, an internationally recognised campaigner and one of Britain's most famous exports.

Jamie has had huge success with television series including. The Naked Chef (BBC), Jamie's School Dinners, Jamie's Great Italian Escape,  Jamie at Home , Jamie's Ministry of Food , Jamie Does, Jamie's 30 Minute Meals, Jamie's Great Britain, Jamie's 15 Minute Meal, Jamie's Money Saving Meals and the Emmy Award-winning Jamie's Food Revolution (ABC),  as well as well as a number of one off specials.

Jamie has inspired people to spend more time enjoying cooking delicious food from fresh ingredients – and even start growing their own food. His programmes have now been broadcast in over 100 countries including the USA, Australia, South Africa, Brazil, Japan and Iceland. Having been translated into over 30 languages, the accompanying cookbooks are bestsellers not only in the UK but across the world.  His 2010 book, Jamie's 30 Minute Meals, became Jamie's first million-selling book in the UK as well as being the fastest-selling non-fiction book since records began.  His 2014, Comfort Food, topped the charts once again.

The high street restaurant collection ‘Jamie's Italian' is hugely popular across the UK and now across the world with sites in different 12 countries. Fifteen restaurant group which he founded in 2002, continues to provide training for young people in three locations around the world as well as producing food of the highest quality.  Jamie's restaurants also include Barbecoa, Union Jacks and Jamie Oliver's Diner.

Jamie lives in London and Essex with his wife, Jools and his kids, Poppy, Daisy, Petal and Buddy.



Awards: 5 x £35,000

Contest Brief

Guidance for Applicants

Deadline: noon, Tuesday 27 October