I suspect the world does not need another smartphone camera app. Most built-in software does a fine job, and Instagram's filters take photos to the next level. Serious food photographers, always trying to squeeze a few more likes from their oozing cheeseburger pics, know to go to apps like VSCO and Snapseed for even more controls. So it was with great trepidation that I approached "Foodie" (whose name is another thing we need not ever see again).
The company behind the product, Line Corp., is a subsidiary of the Korean internet search giant Naver, and it already commands a huge audience: Line's messaging service reaches several hundred million users and it is the developer of the phenomenally successful B612 Selfie app, which has been downloaded more than 100,000,000 times.
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At first glance, yes, Foodie appears to be just another Instagram accessory, available for free on the iOS and Android platforms. You start by taking photos in the app or by importing photos from your saved images, and then you apply any of 24 different filters. Sound familiar? But instead of having cryptic names like Juno and Valencia, these effects are labelled with cryptic culinary themes—abstract concepts like "yum" (and there are three yums to choose from), "chewy" (four variations available), "crispy," "sweet," "romantic," and "BBQ" (the only specific dish named).