Forbes Profiles Vegan Startup, the “Pandora for Food”

This week, Forbes highlighted the launch of Lighter, a vegan startup aiming to be the “Pandora for food.” Currently in beta testing, the site provides customized, plant-based meal plans and shopping lists based on any of 40 “food leaders”—including influencers such as Sweet Potato Soul’s Jenné Claiborne, the Physicians Committee for Responsible Medicine’s Neal Barnard, and 300 Pound Vegan David Carter. Software will become familiar with and learn user preferences as well, leading to further personalization. “When people are deciding they want to eat less meat, they’re often overwhelmed, they feel lost,” co-founder Alexis Fox said. “Yet there’s this incredible network of people that have been through this journey, people who have great recommendations that they’re sharing through talks and books and with their patients.” Lighter has raised approximately $2 million in funding, with the hopes of becoming a global brand.