Israeli food-tech startup Tastewise lays off dozens of workers
The company, which uses generative AI to help food and beverage brands track consumer trends and develop products and marketing strategies, has reduced its workforce across several countries.
Israeli food-tech company Tastewise has laid off dozens of employees, according to information obtained by Calcalist. The cuts affect a workforce of approximately 100 people spread across Israel, the United States, Spain and other locations. More than 60 of the company's employees are based in Israel.
Founded in 2018 by Alon Chen and Eyal Gaon, Tastewise has developed a generative AI platform for the food and beverage industry. The system analyzes consumer behavior, food trends and other data to help companies identify emerging demand and turn those insights into marketing strategies, product concepts and commercial materials.
In June 2025, Tastewise raised $50 million in a Series B funding round led by TELUS Global Ventures, with participation from Disruptive AI, Peakbridge Capital, Duo Partners and PICO Venture Partners. The round brought the company's total funding to $72 million. At the time, the company served some of the world's largest food and beverage manufacturers, including Mars and Kraft Heinz.
In an interview with Calcalist in June 2025, Chen described the problem the company set out to address. "Back in 2018, we realized that the industry influencing people's health was disconnected from the consumer," he said.
"Major food manufacturers are disconnected from the consumer; while consumers use their products, the companies operate without any direct engagement with them. We established a system that tracks consumers' eating and drinking habits. Today, leveraging Generative AI (GenAI), we provide marketing presentations and concepts for new products. We utilize a home-cooking data panel that integrates with various social media platforms and recipe websites, allowing us to identify what people are discussing and what ingredients they are using. This significantly enhances the ability to connect with consumers and offer them exactly what they need."
In response to the layoffs, Tastewise said it "continues to grow and serve most of the world's leading food and beverage companies. To sustain this growth, we have adjusted our team structure to align with the evolving needs of our clients and the market."
