Rescuing food for fuller lives
Felix (thefelixproject.org) scores 80 out of 100 on Brand Analyzer, placing it in the Brand-Ready tier among Non-profit brands, Food & Beverage brands, in the 61st percentile of 4203 Non-profit brands.
Felix is a UK-based non-profit food redistribution charity. It rescues surplus food from retailers and suppliers, redirecting it to communities facing food insecurity. Through partnerships with organizations such as Asda, Felix has helped convert potential food waste into millions of meals. Its work supports both environmental goals, by reducing food waste, and social goals, by addressing hunger and building stronger communities.
| Brand Name | Felix |
|---|---|
| Domain | thefelixproject.org |
| Industry | Non-profit, Food & Beverage |
| Main Competitors | FareShare (85/100), The Trussell Trust (85/100), City Harvest London, Feeding America (80/100), Olio |
Moz Domain Authority 48/100 vs category average 52 / leader 97 - limited third-party links, so AI systems rarely encounter mentions of the brand.
Ranked #1,026,738 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
Felix appears on Wikipedia but without a dedicated company entity, so AI models can confuse it with similarly named subjects.
The homepage meta description reads "We are Felix. We rescue great food and get it to people who need it. We" (Meta description: 16 words (ideal length). OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Organization schema, Breadcrumb/Website schema, og:title, og:description, og:image, og:type, Twitter cards, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Social footprint: verified profiles on Instagram, LinkedIn, Facebook, YouTube, X (Twitter), GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked September 2026.
When asked "What is Felix?", Claude could identify the brand as of September 2026. The Felix Project is a London-based charity that rescues surplus, good-to-eat food from farms, supermarkets, and wholesalers and delivers it to charities, schools, and community groups to help tackle hunger and reduce food waste. Best known for Redistributing surplus food across London to charities and schools to fight food poverty and waste.
When asked "Best brands similar to Felix?", Claude would recommend Felix as of September 2026. It's one of the UK's leading food redistribution charities, so it's a natural mention alongside similar food rescue or anti-hunger organizations.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Felix's main competitors in Non-profit: FareShare (85/100), The Trussell Trust (85/100), Feeding America (80/100).
Sources: Brand Analyzer scan
Felix has limited AI-search visibility, scoring 41/100 on Brand Analyzer's AI visibility composite (visibility 35, trust 46, recommendation 45). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Felix official site
Felix scores 45/100 on Brand Analyzer's AI recommendation signal, indicating it is less likely to be surfaced when AI assistants like ChatGPT suggest Non-profit options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: Felix official site
Felix is a non-profit food redistribution charity that rescues surplus food from retailers and suppliers and delivers it to communities facing food insecurity.
Sources: Felix official site
Felix collects surplus food from retailers and food suppliers that would otherwise go to waste and redistributes it to people and communities in need, working through partnerships with businesses such as Asda to scale its impact into millions of meals.
Sources: Felix official site
Felix can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Felix official site
Felix does not sell products but provides food redistribution services: it collects surplus food from retailers and suppliers and delivers it to charitable partners and communities facing food insecurity.
Sources: Felix official site
Felix is known for its large-scale food redistribution efforts, including a milestone partnership with Asda that turned surplus food into millions of meals for communities facing food insecurity.
Sources: Felix official site
Felix's services are used by communities and individuals facing food insecurity, as well as retailers, food suppliers, and charitable organizations that partner with Felix to reduce food waste and distribute surplus food.
Sources: Felix official site
Felix scores 41/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Felix has a limited AI-visibility profile at 41/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is trust (46/100) and its weakest is visibility (35/100). It benefits from a Wikidata knowledge-graph entry, a global traffic rank of #1,026,738 (Tranco) and a Moz Domain Authority of 48/100. The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Felix from memory (September 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Felix: The Brilliant Club (80/100), Tech:NYC (80/100), Toniic (80/100), Transport & Environment (T&E) (80/100).
A step up - brands to learn from: Young Survival Coalition (81/100), YMCA of Greater New York (81/100).
Category leader: PBS (97/100).
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