If dinner needs a chemistry degree, something isn’t right.

Xanthan What? Magnesium Who? WTF?

Food labels have become a second language. 33% of UK adults can’t explain basic ingredient names in everyday food, so we built What The Food (WTF), a free tool that turns label gibberish into plain, clear English.

Nutritionist Rob Hobson brought the science. Comedian Katherine Ryan brought the sense. Together, they’ve decoded 100+ of the UK’s most confusing ingredients so you get straight facts, zero jargon, and complete confidence about what goes on your plate.