This looks a lot like common weight loss spam (scam?) with a nice Flat Design template applied.
Their Twitter account is a mix of food photos and Huffington Post links.
Site looks very derivative of Designer News.
Weight loss under the guise of nutrition coaching?
I've never used this app and have no idea what the results are there, but I began with changing my eating habits and researching nutrition on my own. I've lost 50 lbs so far in the last two and a half months. I'm not sure why nutrition-based weight loss seems surprising.
It's not surprising—my issue is with the marketing. It appears to be general purpose nutrition coaching, but all copy and pull quotes paint it as simply weight loss. Nutrition coaching is appealing for countless reasons beyond weight loss.
I definitely like the idea, and nutrition is the major drive to weight loss. And of course, weight loss is what most people are looking for, hence the focus on that. I just don't like the logo, it resembles Path too much.
I don't like the font they've used. Doesn't fit imho.