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/Head of Content
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Sarah, a mother of three and passionate advocate for healthy family diets, has inspired thousands through her weaning content, and sparked the creation of PhoebeAI. She successfully led the Innovate UK Transformative Technologies project and built strong collaborations with experts and academia. As the creator of viral food content and the Phoebe Podcast, Sarah combines creativity with impact. With firsthand experience in primary education (TA) and higher education (lecturer), she believes education is key to turning the tide of unhealthy eating. Sarah holds an MA with distinction from Central Saint Martins in London.
Spyros Zevelakis, MA
Cofounder/Managing Director
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Spyros is a father, entrepreneur, and an expert in digital product design and software engineering. He designs intuitive, impactful digital products and previously founded 2xUX, a consultancy driving digital transformation in the Lloyd's Market (Whitespace). Spyros has collaborated with health-tech (Equivital) and biotech (Molecular Health) innovators, built the early Phoebe iOS app, and embraced GenAI as an early adopter, securing innovation grants of over £800K. He also co-founded Paxxi, a food social-media venture with over a million followers, monetised through advertising. Spyros holds an MA with distinction from Central Saint Martins in London.
Aliya Porter, RNutr
Senior Nutritionist
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Nutritionist of the Year 2024 - North West England with SME Enterprise Awards UK
Shortlisted for Paediatric Nutrition Professional of the Year 2024 and Community Nutrition Professional of the Year 2023 and 2022 with CN magazine
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.
Ekin Ozenci
Head of Marketing
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Ex-Google | Product Marketing Leader | Go-to-Market Strategist | Commercialisation & Monetisation
Our Advisory Board
Jeremy Rowson PhD, MBA
Commercial and Financial Consultant
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Jeremy has held CEO/COO/board positions with both private and public multinational companies. His business experience includes, business development, international investments, mergers, acquisitions and company divestments, turnarounds, leveraged management buyouts and startups.
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.
Gareth Selby
Innovation expert & CTO
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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.
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.
Our Supporters
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”.
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.