Understanding food, reinvented

Meet Pinya
A digital, easy way to know what you’re eating

Imagen "pinya" en el móvil

Meet Pinya
A digital, easy way to know what you’re eating


People want to know what they’re eating
But labels can be hard to understand


Only on Instagram, more than 300m posts are food pictures.


More than 70% of the population consider that having a healthy diet is part of their identity.


The growing number of food allergies and intolerances compels us to adapt to new kinds of diets.


As a result of years of dishonest marketing, a lot of people do not trust food labels.

imagen byld y carrefour

Byld X Carrefour

As a result of our collaboration with Carrefour and after identifying a huge opportunity, we both have taken on the challenge to develop an innovative, simple, original and entirely digital solution. Ah… a startup.


Making something out of nothing
Labs: Discovery + Validation

The crown jewel. Nobody want to invest big amounts of money in something whose functioning hasn’t been proven yet. Therefore, before creating a startup, we assure we know all the risks, just as we assure we are solving a real issue the right way. Many times we start from the trouble, the opportunity or the strategic territory, in order to build a sustainable model, in an agile way and aligned with the corporation.

fall in love with the problem,
not the solution


After diving into the problem, the market and possible outcomes, we identify the early adopters and main pains & gains, trends and competitors in order to make decisions based on the highest  possible amount of insights to be able to build the right solution.

Our weapons

Our own methodology, based on Lean Startup, Customer Development, Design Thinking and (most importantly) common sense, is adapted to every single project. For this one, we chose these weapons:

icono entrevistas
icono encuestas
icono observación
icono búsqueda
imagen buyers persona
imagen mapa empatía
Empathy map
imagen value proposition
Value proposition canvas
imagen positioning map
Competitors matrix
imágenes moodboard

Real learning is done in the street

We know how to do marvelous presentations from our office (yes, we are very good at it) but we knew that where we could learn the most is by talking with consumers. That’s why we named it Discovery.


Or what we learned. Honestly, its difficult to resume all the insights gathered. In only 4 weeks, we were absolutely immersed in the difficulties and targets, and many of our hypothesis were validated.

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The cost of BIO and organic products is high for consumers.

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More and more, the consumer thinks that advertising is sugar-free.

icono educación

Consumers don’t understand ingredients information and labels.

build, measure, learn, repeat


Once Discovery phase is done and having identified the initial concepts, we make experiments to validate our hypothesis and learn in order to improve the solution more and more, prototype the product, identify acquisition channels and key functionalities…


With all the learnings from the previous phase, and before building our prototypes, we created some concepts to be later tested as if they could be the solution. After that, we took the streets to test them with our early-adopters.

imágenes ejemplo funcionamiento app cómo como 2

Loop 1. How do I eat??

Due to a big part of the problem being based on education, we decided to prototype (in one week) a complete solution oriented to the education of the youngest. Through an audiovisual content based game, healthy habits and conscience could be generated in the generations to come.

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imagen explicativa cómo como tres
imagen explicativa cómo como dos
imagen explicativa cómo como
imagen ejemplo pantallas "understanding foods"

Loop 2. Nutrigram

After ending Loop 1 and having validated that users weren’t willing to pay for “Cómo como”, we decided to continue with a different concept. Nutrigram was a social network in where its users shared pictures of their dishes (homemade or in a restaurant). Ingredients could be tagged, which allowed users see the nutritional properties of each ingredient.


After validating the concept, key functionalities and initial design of the app with more than 100 users, we had the feeling of having something powerful in our hands. And we knew what we had to do.

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Invest in UX/UI
logo innovación
Minimalist and modern design
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Key functionalities

Loop 3. Meet Pinya

With all the lessons learned during previous loops, we oriented the app to a modern design, inserted some key functionalities and kept on going with the concept validation with real users. The objective of Pinya was to solve the problem of nutrition education in a simple and original way.

imágenes ejemplo funcionamiento app pinya 7

Making up. The brand identity.

The logo was designed keeping 3 essential elements in mind; a camera lens, which reflects food trends and influencer marketing on Instagram, a fruit icon, and the letter “y” representing millennials, our early adopters.

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logo pinya 2







Making things work. The product.

Pinya was developed based on the prototypes from previous loops. One of the key insights was that it required a heavy investment in UX/UI. This is why we inspired ourselves a lot from Instagram’s to create the interface.

icono búsqueda Customization

icono bases de datos BBDD

icono tagging Ingredients tagging

icono feed Feed

icono influencers Influencers

icono nutrición Nutrition

imágenes ejemplo funcionamiento app pinya 2
imágenes ejemplo funcionamiento app pinya

The core of it all. Nutrition.

We build Pinya with the objective of helping people to understand better what they were eating, so this functionality was essential. We created a food encyclopedia, so users could find information and suggestions about nutritional value of food in a simple and original way.

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In just 3 months
From nothing to a startup

This is probably the part we like the least, the merits one. The truth is, we did an amazing job and only in 3 months. Best of all, the amount of things we learned during the journey. Even coffee labels are being observed in the office now.

  • +20 In depth interviews

  • +150 Surveys with users
  • 5 Safaris

  • +35,000 targeted early adopters

“We invest a lot in innovation but haven’t heard of corporate venture building since its quite a new model. It brings the corporate and startup worlds together by combining the predictability and focus dimensions. Through a controlled environment with a foreseeable investment, the entrepreneurial team is given almost full autonomy. This is why this model helps to reduce the inherent risk of innovation. Having a close relationship between the corporation and venture builder is of extreme importance and with Byld we achieved just that.”
imagen clement Marty

Clement Marty, Head of Innovation @ Carrefour