Report: Zooey Deschanel cofounds healthy living app

A Hollywood actress known for scatterbrained roles is helping give consumers rational motivation to purchase organic and health-focused food and CPG brands.

According to People, Zooey Deschanel, who starred in the hit TV show “New Girl” and currently hosts the game show “The Celebrity Dating Game,” is cofounder and chief creative officer of a new consumer app called Merryfield. Currently available on the Apple App Store, the free app provides consumers with reward points every time they purchase products from select health-oriented brands such as Beyond Meat, Essential Oils, and The Honest Company.

When a customer purchases a qualifying product, they can scan and submit their paper receipt or directly submit their digital receipt to Merryfield. Users then receive points that can be applied to receive gift cards from retailers including Amazon, Target, Starbucks, and Panera. Some products offer extra bonus points. Merryfield donates 1% of its revenue directly to childhood hunger nonprofit No Kid Hungry.

“A rewards program gamifying healthy eating is a great way to help people make healthier choices," Deschanel told People. "You want people to be able to vote with their dollars through these companies, and so I think it's all about improving access to information."

Merryfield has not publicly discussed its profit model.