{"id":21465,"date":"2026-09-18T16:20:04","date_gmt":"2026-09-18T15:20:04","guid":{"rendered":"https:\/\/www.gousto.co.uk\/blog\/?p=21465"},"modified":"2026-09-22T08:16:07","modified_gmt":"2026-09-22T07:16:07","slug":"what-the-food","status":"publish","type":"post","link":"https:\/\/www.gousto.co.uk\/blog\/what-the-food","title":{"rendered":"What The Food? Decoding the UK&#8217;s Most Confusing Food Labels"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text css=&#8221;&#8221;]Sodium metabisulphite. Xanthan gum. <b>What the eff are you actually eating?<\/b><\/p>\n<p>Brits spend over <b>1 hour and 20 minutes<\/b> a month staring at ingredient labels. A third of us still can\u2019t explain what half of it means.<\/p>\n<p>So we built <b>What The Food (WTF)<\/b> with registered nutritionist <b>Rob Hobson<\/b> and comedian <b>Katherine Ryan<\/b>. It\u2019s a free tool that translates 100+ baffling industrial ingredients into plain, clear English.[\/vc_column_text][vc_btn title=&#8221;START DECODING WITH WTF&#8221; style=&#8221;custom&#8221; custom_background=&#8221;#8193DC&#8221; custom_text=&#8221;#FFFFFF&#8221; align=&#8221;center&#8221; css=&#8221;&#8221; link=&#8221;url:http%3A%2F%2Fwhat-the-food.co.uk%2F&#8221;][vc_btn title=&#8221;GET YOUR FIRST BOX&#8221; style=&#8221;custom&#8221; custom_background=&#8221;#8193DC&#8221; custom_text=&#8221;#FFFFFF&#8221; align=&#8221;center&#8221; css=&#8221;&#8221; link=&#8221;url:https%3A%2F%2Fwww.gousto.co.uk%2Fbox-prices&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=&#8221;&#8221;]<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 ez-toc-wrap-left counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.gousto.co.uk\/blog\/what-the-food\/#Food_Labels_Have_Become_a_Second_Language\" >Food Labels Have Become a Second Language<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.gousto.co.uk\/blog\/what-the-food\/#What_Do_Brits_Really_Think_About_Ingredient_Lists\" >What Do Brits Really Think About Ingredient Lists?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.gousto.co.uk\/blog\/what-the-food\/#Introducing_What_The_Food_WTF\" >Introducing What The Food (WTF)<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.gousto.co.uk\/blog\/what-the-food\/#How_the_WTF_Decoder_Works\" >How the WTF Decoder Works<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.gousto.co.uk\/blog\/what-the-food\/#Why_Gousto_Is_Doing_This\" >Why Gousto Is Doing This<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.gousto.co.uk\/blog\/what-the-food\/#Try_It_Yourself\" >Try It Yourself<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Food_Labels_Have_Become_a_Second_Language\"><\/span><b>Food Labels Have Become a Second Language<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>[\/vc_column_text][vc_column_text css=&#8221;&#8221;]Look at the back of almost any packaged food, and it reads more like a chemistry exam than dinner. <i>Sodium metabisulphite<\/i>, <i>acetic acid esters<\/i>, <i>xanthan gum<\/i>. None of these were in grandma\u2019s recipe book.<\/p>\n<p>Googling them usually makes things worse with conflicting advice, jargon, and zero clarity on the only question that matters: <b>is this good for my family to eat?<\/b>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_Do_Brits_Really_Think_About_Ingredient_Lists\"><\/span><b>What Do Brits Really Think About Ingredient Lists?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>[\/vc_column_text][vc_column_text css=&#8221;&#8221;]We surveyed 2,000 UK adults to pull back the curtain:<\/p>\n<ul>\n<li aria-level=\"1\"><b>33%<\/b> can\u2019t explain basic ingredient names in everyday food.<\/li>\n<li aria-level=\"1\"><b>21%<\/b> have given up reading ingredient lists altogether.<\/li>\n<li aria-level=\"1\"><b>20%<\/b> put items back because the label was too confusing.<\/li>\n<li aria-level=\"1\"><b>24%<\/b> bought food without knowing what was inside.<\/li>\n<li aria-level=\"1\"><b>74%<\/b> are actively trying to eat healthier.<\/li>\n<\/ul>\n<p>People want to make informed choices. The food industry just makes it ridiculously hard.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Introducing_What_The_Food_WTF\"><\/span><b>Introducing What The Food (WTF)<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>[\/vc_column_text][vc_column_text css=&#8221;&#8221;]<b>What The Food<\/b> is Gousto\u2019s AI-powered digital dictionary, built to decode label jargon on the spot.<\/p>\n<p>Nutritionist <b>Rob Hobson<\/b> provided the accurate scientific facts for 100+ common food additives. Comedian <b>Katherine Ryan<\/b> translated the science into clear sense.<\/p>\n<p>\u201cIngredients like <i>acetic acid esters of mono- and diglycerides of fatty acids<\/i> leave most of us none the wiser,\u201d says Katherine. \u201cWTF pairs the accurate science with a translation you can actually picture and remember.\u201d<\/p>\n<p>\u201cThis isn&#8217;t about calling ingredients good or bad,\u201d adds Rob. \u201cIt\u2019s about giving people the facts so they can choose for themselves.\u201d[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_the_WTF_Decoder_Works\"><\/span><b>How the WTF Decoder Works<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>[\/vc_column_text][vc_column_text css=&#8221;&#8221;]Use it at home or in the supermarket aisle:<\/p>\n<p><b>Search the dictionary:<\/b> Look up 100+ ingredient definitions on demand.<\/p>\n<p><b>Toggle Science &amp; Sense:<\/b> Compare technical definitions with Katherine\u2019s plain-English translations.<\/p>\n<p><b>Scan a label:<\/b> Point your camera at any food packet for instant, jargon-free answers using our AI scanner.<\/p>\n<p><b>Play the quiz:<\/b> Test your knowledge before the clock runs out to unlock rewards.[\/vc_column_text][vc_btn title=&#8221;START DECODING WITH WTF&#8221; style=&#8221;custom&#8221; custom_background=&#8221;#8193DC&#8221; custom_text=&#8221;#FFFFFF&#8221; align=&#8221;center&#8221; css=&#8221;&#8221; link=&#8221;url:http%3A%2F%2Fwhat-the-food.co.uk%2F&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_Gousto_Is_Doing_This\"><\/span><b>Why Gousto Is Doing This<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>[\/vc_column_text][vc_column_text css=&#8221;&#8221;]Everyone deserves to know what goes onto their plate.<\/p>\n<p>As Gousto Founder and CEO <b>Timo Boldt<\/b> puts it:<\/p>\n<blockquote><p><em>\u201cFood labels have become unnecessarily complex. You shouldn&#8217;t need a chemistry degree to know what you&#8217;re eating. WTF translates that jargon quickly, honestly, and with a bit of humour\u2014because convenience should never come at the cost of transparency.\u201d<\/em><\/p><\/blockquote>\n<p>We build our recipe boxes around that exact standard: <b>great-tasting recipes, ready in as little as 10 minutes<\/b>, packed with fresh, seasonal produce (hand-selected where we can) and <b>100% British meat<\/b>. WTF simply extends that commitment to clarity beyond our own boxes.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Try_It_Yourself\"><\/span><b>Try It Yourself<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>[\/vc_column_text][vc_single_image image=&#8221;20442&#8243; img_size=&#8221;medium&#8221; alignment=&#8221;center&#8221; css=&#8221;&#8221;][vc_column_text css=&#8221;&#8221;]Skip the label guesswork. Use <b>What The Food<\/b> to get straight, honest answers next time you&#8217;re in the supermarket aisle.[\/vc_column_text][vc_btn title=&#8221;START DECODING WITH WTF&#8221; style=&#8221;custom&#8221; custom_background=&#8221;#8193DC&#8221; custom_text=&#8221;#FFFFFF&#8221; align=&#8221;center&#8221; css=&#8221;&#8221; link=&#8221;url:http%3A%2F%2Fwhat-the-food.co.uk%2F&#8221;][vc_column_text css=&#8221;&#8221;]And if you want dinner sorted without the chemistry exam, get fresh, pre-portioned ingredients delivered straight to your door with Gousto.[\/vc_column_text][vc_btn title=&#8221;SIGN UP FOR YOUR FIRST BOX TODAY&#8221; style=&#8221;custom&#8221; custom_background=&#8221;#8193DC&#8221; custom_text=&#8221;#FFFFFF&#8221; align=&#8221;center&#8221; css=&#8221;&#8221; link=&#8221;url:https%3A%2F%2Fwww.gousto.co.uk%2Fsignup%2Fbox-size%3Fpromo_code%3DDTI-B-504020%26utm_campaign%3DSEO-Blog&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=&#8221;&#8221;]<i>Survey of 2,000 UK adults conducted by Opinium, August 2026, on behalf of Gousto.<\/i>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][vc_column_text css=&#8221;&#8221;]Sodium metabisulphite. Xanthan gum. What the eff are you actually eating? Brits spend over 1 hour and 20 minutes a month staring at ingredient labels. A third of us still can\u2019t explain what half of it means. So we built What The Food (WTF) with registered nutritionist Rob Hobson and comedian Katherine Ryan. It\u2019s &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.gousto.co.uk\/blog\/what-the-food\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;What The Food? Decoding the UK&#8217;s Most Confusing Food Labels&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":21472,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_lmt_disableupdate":"no","_lmt_disable":"no","footnotes":""},"categories":[513],"tags":[],"class_list":["post-21465","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"featured_image_src":"https:\/\/gousto.gurucloud.co.uk\/wp-content\/uploads\/2026\/09\/1-HERO-Romans-Gousto-WTF-416611-scaled.jpg","author_info":{"display_name":"Gousto","author_link":"https:\/\/www.gousto.co.uk\/blog\/author\/gousto"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.9 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What The Food? 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