Dive Brief:
- Social media is abuzz about a tiny, UBS-shaped scanner that will tell consumers exactly what is in their food.
- The device, called SCiO, was funded by a Kickstarter campaign last week. The project received more than $500,000 in funding within hours.
- SCiO promises to provide instant information on things like the fat and sugar in a cookie or the alcohol content in a cocktail.
Dive Insight:
If SCiO is even half as cool as the early buzz would suggest, this tiny device is going to change how people shop for both food and drink.
In fact, the only disappointing thing about SCiO is that it apparently cannot measure trace amounts of pesticides and similar contaminants .... yet.