Sifter Secures $5M in Funding, Launches Major Retailer


CHICAGO, May 25, 2022 (GLOBE NEWSWIRE) — Sifter SP, Inc. today announced a $5 million funding round to accelerate the growth of its Nutrition as a Service™ platform and the launch of its Sifter Retailer Solutions . This breakthrough technology and turnkey offering enables food retailers to build lasting relationships with consumers by helping them achieve their wellness goals. The round was led by Valor Siren Ventures with participation from Hyde Park Angels (HPA) and Wintrust Ventures.

“After founding Peapod and ItemMaster and spending 30 years working in grocery, my brother and I know that the right technology can be a game-changer. This investment allows us to launch a suite of solutions to help retailers attract and keep the rapidly growing health care products segment very vibrant, which is critical for grocers as shoppers’ wallets tighten,” said Andrew Parkinson, CEO and co-founder of Sifter.

Sifter Retailer Solutions starts where 90% of consumers shop the most – in the physical store – where the greatest technology gap exists today to help the consumer make informed purchasing decisions. Sifter’s Scan by Diet solution allows consumers to instantly discover and purchase products that fit their profile based on their dietary and medical preferences. It all happens quickly on a shelf shopper’s mobile phone, which is exactly where retailers and shoppers need it to be easy.

Sifter’s Nutrition-as-a-Service (NaaS) platform propels the consumer wellness journey beyond the store. It lets them plan meals with the right ingredients, manage multiple food profiles for the whole family, and shop online to make healthy eating easier. Sifter’s evidence-based, regulatory-compliant NaaS filters allow for multiple food, food avoidance, and lifestyle preferences in a single search, giving everyone peace of mind about their food choices.

Sifter unlocks the true value of any existing “buy by plan” technology by easily integrating into a retailer’s current systems. Its plug-and-play suite of products allows each retailer to mix and match to create the best solution for their specific omnichannel needs.

As Pete Wilkins, Executive Chairman of Sifter and Managing Director of HPA explained, “We are thrilled to launch Sifter Retailer Solutions today. It allows retailers to be at the heart of the consumer wellness journey. However, we don’t stop there. We know healthcare professionals, consumer goods companies, and wellness groups and associations are essential partners in helping people eat healthy. Sifter will deliberately launch solutions on measure for these partners over the next year. We are confident that the Sifter Nutrition as a Service platform will continue to make healthy eating easy for everyone. Together, we will make the world a healthier place.”

About the sieve: Sifter is the industry-leading nutrition-as-a-service platform that makes healthy eating easy for everyone. Our breakthrough technology, regulatory-compliant food data, and bespoke solution suites enable our partners to empower consumers to successfully navigate their personal nutrition and wellness journeys. Together we will make the world healthier. For businesses looking to take advantage of the Sifter Shop by Diet feature, visit

About Valor Siren Ventures: The mission of Valor Siren Ventures (VSV) is to be the leading innovation driver and investor in sustainability, food, food technology, retail and retail technology investments. Rooted in Valor’s history in food technology and retail, Valor believes there is an opportunity to develop a new venture capital investment model with VSV. Our team aspires to create value by generating differentiated investment opportunities, applying our intellectual capital and accelerating the growth of portfolio companies through operational assistance at scale.

About HPA: HPA is a top tier leading investor. Our People First model leverages world-class operational expertise, a powerful business network and venture capital to fuel startup success. As a result, our founders transform their companies into industry leaders, our investors generate best-in-class returns, and our community experiences job creation and economic growth.

Elana Margolis
[email protected]

Related images

Image 1: Scan by scheme

Sifter’s Scan by Diet solution allows consumers to instantly discover and purchase products that fit their profile based on their dietary and medical preferences.

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