About
Our mission
Poor diet is the leading preventable health risk in Australia - ahead of smoking, alcohol, and high blood pressure. Yet every week, millions of Australians walk through supermarkets and pharmacies with almost no way to quickly understand what they're actually buying.
The knowledge is buried in hard-to-read labels, marketing claims, and inaccessible research papers. Trulu exists to change that - by giving shoppers a simple, independent, evidence-based score on the products they pick up off Australian shelves.
Trulu is built in Australia, for the Australian market. We focus exclusively on products you'll actually find here - not a generic global database - and hold every product to the same transparent, methodology-driven standard.
How we work
Every product in our database receives a 0-100 health score based on a transparent, multi-factor model that considers ingredients, additives, nutritional profile, and processing level. The methodology is grounded in Food Standards Australia New Zealand (FSANZ) guidelines, the Therapeutic Goods Administration (TGA), the European Food Safety Authority (EFSA), and peer-reviewed nutritional science.
We use AI as a research tool - to parse Australian ingredient lists, cross-reference scientific literature, and generate draft analyses at scale. The Trulu team audits scores, prioritises human review on flagged items and edge cases, and refines the model over time. AI is the method, not the mission.
We're honest about our limits. At this scale, we can't guarantee that every score is perfect at every moment - and we rely on the community to flag anything that doesn't look right so we can fix it quickly.
Read more about our scoring in the Methodology section.
Independence & transparency
Trulu is an independent Australian project. We are not affiliated with any supermarket chain, pharmacy retailer, food brand, supplement company, or manufacturer. Our scoring methodology has no commercial conflicts of interest.
We do not accept money from brands to influence scores, run sponsored placements, or prioritise certain products. When you see a Trulu score, it reflects only the evidence - nothing else.
Who runs Trulu
Trulu was founded in 2026 and is run by an independent Australian team. We're lean today and growing - the work spans nutritional research, data engineering, product analysis, software development, and editorial, enabled by AI tooling and a rigorous review process.
Independence is a deliberate choice. No board to answer to, no investors to satisfy, no pressure to compromise on methodology - and we're honest that staying lean comes with capacity limits we're actively working to expand.
Interested in collaborating? Get in touch.
Contact
Reach Trulu at team@trulu.app. For common questions, see the FAQ.