Intent

Intent is a US-based technology company specializing in customized meal planning solutions that cater to individual dietary goals and preferences, enhancing convenience in meal preparation for diverse clientele. Founded in 2020 and headquartered in Covina, US, Intent focuses on developing digital platforms for personalized meal planning. The company has secured its first funding deal, and on February 13, 2025, it was acquired by MyFitnessPal, Inc. , a portfolio company of Francisco Partners, to enhance their offerings in healthy food choices.

Intent - Meal Planner specializes in providing customized meal planning solutions designed to simplify users' lives by aligning meal choices with individual dietary goals and preferences. Their core product includes a digital platform that generates personalized meal plans based on user inputs such as health objectives and nutritional needs. Targeting health-conscious individuals, busy professionals, and families, Intent operates mainly in North America and Europe, catering to urban markets that seek solutions for healthy eating. Intent - Meal Planner generates revenue through a subscription-based model, allowing users to access personalized meal plans, grocery lists, and recipe suggestions for a monthly or annual fee.

The direct-to-consumer transaction structure enables users to easily sign up via the company's platform, and Intent - Meal Planner is exploring partnerships with health and wellness brands to expand its offerings. With the acquisition by MyFitnessPal, Inc. , Intent plans to further its mission by optimizing grocery shopping through automated listings. The integration is expected to enhance its meal planning services by leveraging MyFitnessPal’s market presence.

Specific upcoming product developments or market expansions have not been detailed; however, the strategic alignment aims to provide healthier food choices in conjunction with the existing offerings. The acquisition deal will facilitate new initiatives and growth opportunities in the health and wellness sector.