Smart Plate

Smart Plate, built by the company Fitly, was pitched as the end of manual food logging. The plate packed in cameras and a built-in scale that identified what you put on it, weighed each portion, and sent a nutrition breakdown to a companion app. Instead of guessing your calories and macros, the idea went, you would just eat off the plate and let the hardware do the counting.

The Smart Plate Shark Tank appearance came in Season 7, which aired in early 2016. On air the product was still at the prototype stage, and the sharks were not convinced the technology was ready. No deal was made. That prototype-stage pitch is a big part of why people still search for the Smart Plate Shark Tank story years later: it looked like the future of dieting, and viewers wanted to know if it ever shipped.

After the show, the team leaned on crowdfunding rather than a shark check. Kickstarter and Indiegogo campaigns raised money to move the plate from concept toward production, and the company later moved to a subscription setup that bundled the hardware with an ongoing app fee.

As of 2026, Smart Plate appears to be defunct. According to Shark Tank Blog, the company's website had stopped working by around August 2023, with no way left to sign up for the service, and it looks like the business went under. Before that, Smart Plate ran on a subscription model, roughly $149 for the plate plus about $29 a month for the app, and reportedly reached around $1 million in annual revenue as of late 2022.

We could not find a working way to buy Smart Plate as of this update. There is no active official store, and it does not have a verified Amazon listing. If you see a plate marketed under the Smart Plate or Fitly name from a third-party seller, treat it with caution, because the connected app service that made the product work no longer appears to be running.