United around one mission:
to improve the diet of children
We believe that childhood is a window of opportunity for children to develop a preference for healthy and sustainable food.
We don’t want to scare you, but if current trends continue then, among children born this year, 1 in 4 will suffer overweight or obesity by the time they start school, rising to 3 in 5 by age 65 (Food Foundation). Children consume more ultra-processed foods (UPF) and foods high in fat, salt, or sugar (HFSS) than adults do.
Our mission starts from food-allergies.
Over 7% of children are living with food allergies, limiting their nutritional choices.
About our company
PhoebeAI limited is an Innovate UK award-winning business with a reputation for striving for AI Assurance* and committed to ethical innovation.
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AI Assurance refers to the processes, practices, and technologies used to ensure that artificial intelligence (AI) systems perform reliably, safely, and ethically. It encompasses various aspects, including data quality and integrity, model accuracy and robustness, transparency and interpretability of AI algorithms, fairness and bias mitigation, security and privacy protection, and compliance with legal and regulatory requirements. Essentially, AI Assurance aims to instill confidence in AI systems by addressing potential risks and uncertainties associated with their development, deployment, and operation.
Our Team
We are a group of experts passionate to make an impact. We look at the problem from many different angles to design game-changing innovations that people love to use.
Sarah Roesink, MA
Cofounder/Director
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In her tenure in early years education Sarah realised the deep problem with childrens’ diets. Her passion for healthy eating and sustainability is rooted in her childhood in Germany, where she attended a Steiner school and experienced first hand the seed-to-plate approach to cooking. Sarah is passionate about education and sees knowledge as the key driver to make informed decisions for a healthier future.
Sarah is an entrepreneur of many creative ventures, including social media food channels Paxxi and Paxxi family with millions of followers. Through these platforms, she has created content focused on healthy eating, producing numerous videos with millions of views. She produces and presents Phoebe’s podcast. Graduated with distinction from Central Saint Martins, and previously London College of Fashion. Outside of work she is a devoted mother of three, a creative photographer and an avid park-runner.
Spyros Zevelakis, MA
Cofounder/Managing Director
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Previously, Spyros led the commercial success of two ventures: Paxxi.gr (1+ million subscribers) and 2xUX, a product design consultancy that facilitated digital transformations within the Lloyd's Insurance Market, and worked with innovators in health-tech and biotech space (Equivital, Molecular Health etc). With a background in software design and engineering he has a proven track record of designing game-changing digital innovations like the Whitespace placing platform, now part of Verisk's business.
He is an enthusiastic entrepreneur who embraces many disciplines such as code, genAI, design and food to make a meaningful impact. He’s lectured in the UK, Europe and the US and holds an MA with distinction in Communication Design from Central Saint Martins. Spyros is a father of three young children and outside of work, enjoys making music, building electronics and swimming.
Aliya Porter, RNutr
Child Nutritionist
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Aliya has been working as a Registered Nutritionist for 18 years, the NHS, voluntary sector and private practice. She has been shortlisted for Community Nutrition Professional of the Year award 2 years in a row (2022, 2023) and highly commended by the British Nutrition Foundation for her work in 2022. Aliya has written the nursery menus for a national nursery chain serving over 4000 children, written the recipes for a World Cancer Research Fund book encouraging children to get involved with cooking, worked with small baby food companies to improve children's nutrition, spoken at national and international conferences and supported hundreds of people to improve their nutrition through workshops, courses and 1-1s.
Dr Olympia Tsilochristou PhD
MD/Allergist Consultant
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Olympia has 15 years of experience in Allergy and is a Consultant Allergist at the UK’s largest Department of Allergy at Guy’s and St Thomas’ Foundation Trust. As part of her training, Olympia received expertise in paediatric allergy too and her PhD was based on paediatric allergy patients. Before taking up her current post as Consultant Allergist, she was part of the Paediatric Allergy team at Evelina Hospital/King's College. Olympia's main field of clinical and research interest is food allergy.
Emrah Cozcu, MSc
CTO
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Emrah’s tech journey began in robotics and web development during his school days. With over 20 years in the field, he’s significantly influenced software and AI within the banking and asset management sectors in the US and Turkey. He founded GRI AI Ltd. in London, pioneering in Cognitive Decision Management Systems for government and finance. His deep expertise in programming and machine learning drives his creation of scalable solutions across industries, reflecting his dedication to innovation and excellence.
Matt Hill, MSc
Platform Engineer
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Matt is a developer with a MSc in Software Engineering, currently pursuing an MSc in Clinical Nutrition, offering a unique combination of academic knowledge relevant to our work. He has been working with PhoebeAI as a platform engineer in the AI Assurance project. Previously worked in the fintech sector and in a five-year venture as a fitness trainer and developer of health and fitness software.
Eirini Hatzidaki
Project Manager
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Eirini Hatzidaki is working in project management and communications for the last five years. She has managed up to 8 client projects simultaneously during her time in IT recruitment, supported various consultancies in that capacity and currently manages 3 teams using Prince2 methodology. She has also earned certifications in Project Management and Agile methodologies and regularly completes continuing professional development (CPD) courses to keep up to date with the latest methodologies and technologies.
Our Advisory Board
Professor Baukje de Roos
Personalised Nutrition
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Professor of Human Nutrition and expert in precision nutrition. Leading the Scottish Government RESAS Strategic Research Programme 2022-2027 Topic “Food & Drink Improvement, and Diet & Food Safety”.
Professor Klaus G. Grunert
Consumer Behaviour
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Professor of Marketing at Aarhus University and director of the EIT Food Consumer Observatory. He was the founder and long-term director of the MAPP Centre for Research on Value Creation in the Food Sector. He is a consumer behaviour researcher with an interdisciplinary orientation. Most of his research is on consumer behaviour with regard to food and drink with a background in the disciplines of marketing, agricultural economics and food science. He has done extensive research on how to promote healthy and sustainable food choices and diets, including research on labelling, in-store environments, health branding and app-based solutions. He has recently completed a consumer study on consumer acceptance of app-based personalised nutrition as part of the Stance4health project. With an H factor of 95, he is one of the most cited researchers in the area.
David B. Jackson PhD
Healthcare Innovation
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Healthcare innovator and data strategist. Principal Consultant in Data Strategy at Zifo, previously 15 years CIO Molecular health.
Professor Marion Hetherington
Food Psychology
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Professor of Human Nutrition and expert in precision nutrition. Leading the Scottish Government RESAS Strategic Research Programme 2022-2027 Topic “Food & Drink Improvement, and Diet & Food Safety”.
Professor Etienne Roesch
Data Science/ML
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Professor of Applied Statistics & Cognitive Science at University of Reading; Software engineer by training with expertise in bayesian forecasting, machine learning, and issues of reproducibility in Science.
Tom De Gay, MA
UX and Visual Design
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Head of Design and founding team member for Quantemplate, the data automation platform for the insurance industry. With over 20 years design experience, Tom defines Quantemplate’s UX, product strategy and value proposition, and has overseen its growth from start-up to trusted partner for blue-chip insurers. As a parent of a child with food allergies, he takes a particular interest in how new technologies can help families meet their child’s needs.
Gareth Selby
Innovation & Sustainability
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Founder/CTO Inclusive Energy with expertise in sustainability and innovation project management. Gareth has founded two innovation organisations that have successfully grown to create impact in sustainable energy access in the global south over the past 10 years. Through one Innovate UK project Gareth was able to register one international patent and grow a product in biogas (called Smart Biogas) that is now supplied to over 40 customers in 33 different countries.