Billed as a ‘young person’s railcard for better food’, SMASH has been created by former ASK Italian and KFC director Chris Holmes.
SMASH launches with over 300 products from 55 food brands across hospitality and retail. All the products listed on SMASH must meet a nutritional framework developed by nutritionist Jenny Rosborough, inspired by Public Health England’s calorie allowance for grocery items through to everyday meals and restaurant occasions alongside maximum limits for saturated fat, sugar and salt.
The app is backed by Impact on Urban Health (part of Guy’s & St Thomas’ Foundation) and Paul Lindley, the founder of baby and toddler food specialist Ella’s Kitchen. It is being developed with the support of youth advisors from Jamie Oliver’s Bite Back 2030.
Young people can access discounts by scanning a QR code, downloading online discount codes for food delivered to their door, or downloading and printing coupons ahead of time to use as cash in major supermarkets.
SMASH uses facial age scan technology ensure users are under 25. Users are able to browse a curated menu and see what's available near them, with filters including format, price, retailer and dietary requirements.
“Young people want healthier, more-balanced food but they can’t pick these options if they are out of reach. We need to make it easier for young people to find better food that is just as affordable and desirable to eat as chocolate & chips and this is where SMASH helps," says Holmes.
"The fact over 50 brands have come together in such a short space of time to support our mission fills me with optimism that by working together to shine a light on better food options, we can help all our young adults to live healthier lives."
