Press kit
No Meat Today
Eat less meat: track, decide!
Featured by Apple
regularly since 2019
Last updated · Everything on this page may be used freely in articles about No Meat Today. No signup, no watermark.
Fact sheet
- Price
- Free download, freemium subscription (monthly/yearly, Family Sharing)
- Platforms
- iPhone (including iPhone Duo), iPad, Apple Watch, Apple Vision Pro
- Latest release
- 2027.1, October 5, 2026 — meal scanning with Apple Intelligence, Memories, a shareable year poster, and a Sources page
- Category
- Health & Fitness
- Rating
- 4.8 stars, close to 1,000 ratings worldwide
- Recognition
- Featured by Apple regularly since 2019 — editorial collections such as "Healthy Eating Starts Here" and the App Store front-page carousel
- Languages
- 11 — English, Arabic, Chinese (Simplified), Dutch, French, German, Italian, Japanese, Korean, Portuguese, Spanish
- First released
- December 13, 2019
- Requires
- iOS 16.2 or later; meal scanning needs iOS 27 and an iPhone or iPad with Apple Intelligence
- Apple Intelligence
- Meal scanning runs on Private Cloud Compute: photos are never stored, never used for training, and Apple cannot read them. Dictation and cow naming run on-device
- Giving back
- 5% of income goes to NGOs acting for planet conservation
- Made by
- Arnaud Joubay (Goodwhale)
- Press contact
- [email protected]
Ready-to-use descriptions
Copy, paste, edit at will — three lengths.
No Meat Today helps anyone eat less meat — whatever "less" and "meat" mean to them — by tracking meals on a playful planet where cows come to live.
No Meat Today is a companion app for eating less meat, whatever meaning you put behind "less" and "meat". Log a meal with one tap and attract cute cows to your own pocket planet — or, on iOS 27, photograph your plate and let Apple Intelligence suggest what it sees, with its carbon footprint drifting up the screen as clouds. Fun, non-judgmental, and designed to take as little of your time as possible.
No Meat Today is a companion app for people who want to eat less meat — from the opportunistic vegetarian to the future vegan. Users tell the app whether they had meat by tapping planets, attracting (or scaring away) cute cows. Everyone sets a personal definition of "meat" (meat, poultry, fish, shellfish, eggs, cheese, honey…) and a personal challenge, from one meatless day a week to seven. Since 2027.1, a photo of the plate is enough: Apple Intelligence suggests the foods, the app shows their CO₂e as clouds, and the person still decides with a YES or NO tap. A Memories tab keeps the plates, History turns a year into a shareable poster, and a Sources page shows where every number comes from. With iCloud sync, an Apple Watch app, widgets, and 11 languages, it is fun, non-judgmental, and built on one belief: every effort matters, even the occasional meatless meal.
About No Meat Today
No Meat Today is a companion app for people who want to eat less meat, whatever meaning they put behind "less" and "meat".
From the opportunistic vegetarian to the future vegan, from those who want to change their diet entirely to those who simply want to follow and control their consumption, No Meat Today has you covered.
Users just tell the app if they had meat or not by hitting (not too hard) planets, and attract — or scare away — cute cows.
No Meat Today is fun, non-judgmental, and takes as little of your precious time as possible.
Why would I eat less meat?
Many meat lovers come to realize they are eating too much for their own sake. And they are right: we eat twice as much meat as we did 50 years ago. The average American adult consumes 66% more protein than the daily requirement — yet one in five considers themselves deficient in protein.
Widespread overconsumption bears all sorts of negative impacts, from your health and finances to environmental issues: greenhouse-gas emissions, animal welfare, wildlife endangerment, land use, water use, antibiotic resistance.
And then there is the ethical question, which has been on the minds of great thinkers for a long time — some of whom imagine that doing without animal proteins is the future of humankind.
Who is this app for?
More people than I imagined at first. For example:
- People who want to try or find a new balance, from one meal a week to 95% plant-based, and use the app to keep that balance
- People who need to transition to a plant-based diet for health reasons and use the app to do it over a couple of months
- Vegetarians who want to go vegan and use the app to track dairy and egg intake
- Vegetarians and vegans who just love collecting cows and the feel-good vibe of answering "no" to "Did you eat meat today?" every day
Why an app at all?
Even though each meal is an opportunity for change, it is hard:
- You are not always sure what your new meat-consumption baseline should be at first
- Your baseline, and the mix of meat you include or exclude, can change over time
- Giving up meat entirely is not always realistic: family constraints, work obligations, lack of nutritional knowledge
- Sometimes it is not even what you want to do
- Meal planning is hard, and changing all your routines at once is a big hurdle
No Meat Today makes this easier: it facilitates an opportunistic approach where every effort matters, gives you a sense of how your diet changed, provides the right amount of challenge, and helps you find a balance that works for you.
2027: the camera moon
For six years the app asked one question and trusted the answer. With iOS 27 it can also look at the plate. A camera moon orbits the Today screen; photograph a meal and Apple Intelligence suggests what it sees. The foods arrive as chips you can remove, their carbon footprint drifts up the screen as clouds, and nothing is logged until the usual YES or NO tap. The camera suggests; the person decides.
The same release added a Memories tab (one card per day for the plates you photographed), a poster of your year that can be switched from days to CO₂, water or land, four more things you can give up (shellfish, molluscs, insects, honey), and a Sources page: every figure the app shows, with the study behind it. Scanning runs on Private Cloud Compute — photos are never stored, never used for training, and Apple cannot read them — and needs iOS 27 on a device with Apple Intelligence. Everything else keeps working on iOS 16.2.
Origin story
I realized I was eating too much meat — and had no idea how much less I actually wanted. Eating is one of my great joys. I didn’t want a diet; I wanted to choose consciously, stay healthy, and rediscover all the plants I’d been neglecting.
I used the app for two years before releasing it — the cows were for me first. The full story, from new-year resolution to Naomi: nomeat.today/moos/origin-story/
Features
- A simple tracker: one tap from a notification and you are done for the day
- Meal scanning (iOS 27, Apple Intelligence): photograph or import a plate, see the suggested foods and their CO₂e as clouds, then confirm with YES or NO
- Describe what the camera can’t see: on-device dictation that travels with the photo
- Guess before Naomi does: wager a moon on how many clouds a plate makes
- Memories: one card per day for the plates you photographed — filter, heart, star, bookmark, reuse in any meal
- Your year on one page: a shareable poster of the year, by days or by CO₂, water and land saved
- Cloud jar: choose how many clouds a day holds before it turns red
- Sources page: every number the app shows, with the study behind it
- A pocket universe with a "No Meat" planet where you attract cows
- A personal definition of what "meat" is: 🥩🍗🥓🐟🦐🥚🧀🍯 — plus food groups you define yourself
- A history view to help maintain a balance and make an informed choice for the next meal
- Challenge selection, from 1 meatless day a week to 7
- A population view to see all cows and the progress made
- Get personal with your cows: rename, favorite, and share them
- Random daily messages (mostly puns) and random cow names
- Stylish cows to celebrate international and local dates, events, and people
- Seasonal themes
- iCloud sync
- Apple Watch app
- Widgets, StandBy, and Home Screen actions
- Landscape layouts on iPhone and iPad; Apple Vision Pro app
- Notifications with sound interruption levels
Pricing
No Meat Today is a freemium subscription with monthly and yearly pricing; Family Sharing is enabled for both. The free version is suitable for casual users and offers more features than I had for the two years I used it before releasing it — more than enough to get started.
Paid subscribers get more stylish cow designs, more daily-message variety, more random cow names, meals instead of days, a stricter mode, past-entry editing, and remembered cows.
5% of the income goes toward NGOs acting in favor of planet conservation.
Quotes you can use
Attribute to Arnaud Joubay, developer of No Meat Today.
“Every effort matters. An occasional meatless meal counts, and nobody should feel judged for how they get there.”
“I used No Meat Today for two years before releasing it. The cows were for me first.”
“The camera doesn’t log anything. Naomi suggests, you still tap YES or NO.”
“Your plate photo goes through Private Cloud Compute: never stored, never trained on, and not readable by Apple. I would not have shipped it otherwise.”
Coverage
What other people have said — nothing here is written by me.
- #5 Product of the Day — Product Hunt , 2020
“With No Meat Today, I transitioned from a meat heavy diet to zero meat. The app is very simple to use and the concept of taking care of cows helps keep the focus on something positive and encouraging.”
“I love these silly cows and this is the only app I’ve ever wanted to pay for — and I DID.”
Video
Watch Update 2025 — watch on YouTube
Assets
Click any image to open the original. Or grab the ZIP bundle with the essentials.
App icon
iPhone Duo — every screen, every pose → Book, Open and Front, portrait and landscape. ZIP per slice.
iPhone
Month poster (as the app exports it)
Year poster (as the app exports it)
Last 12 months poster (as the app exports it)
All time poster (as the app exports it)
Share cards (as the app exports them)
iPhone Duo
Images
iPhone (2019)
Banners
Lifestyle
Cows
Widgets
Apple Watch
Lock Screen Widgets
4.18
Shortcuts
Press releases
- No Meat Today 2027.1: photograph your plate and see its carbon footprint as clouds
— No Meat Today 2027.1 adds meal scanning with Apple Intelligence on Private Cloud Compute, a Memories tab for the plates you photograph, a shareable poster of your year, and a Sources page that says where every number comes from.
- iOS 17 update: interactive widgets and StandBy
— No Meat Today's iOS 17 update adds StandBy support, interactive widgets, watchOS complications, and Shortcuts with portions, notes, and tags.
- No Meat Today adds Lock Screen Widgets and Shortcuts
— The 4.18 update takes advantage of new iOS 16 features: Lock Screen widgets, Watch complications, Shortcuts, and commemorative cows.
Contact & links
I'm Arnaud Joubay, the one person behind No Meat Today — no PR firm, so you get answers straight from the developer, usually fast. Email [email protected] for interviews, review copies (promo codes), or anything else.