ShopWell, a free Web site that offers personalized nutrition advice, has raised $1.1 million from New Venture Partners and IDEO, according to a filing with the SEC. The Palo Alto-based company, which is a spinout from design firm IDEO, also raised $2.9 million from the same investors in February.

ShopWell asks users a set of questions about food preferences and allergies when they register, and all foods are then assigned a score from 0 to 100 for that particular user. The startup calculates food scores by using a nutritional algorithm and input from nutritionists.

Founded in 2008, the company today announced the launch of its beta site and the hiring of L. Jasmine Kim as its new CEO, who previously worked at Yahoo and Proctor & Gamble.

ShopWell plans to launch to the public early next year. The startup says it will generate revenue by providing insight and analytics to food companies that want to better understand consumers’ food preferences. The company also has plans to develop an iPhone app, which will allow shoppers to scan foods and get information right from the grocery store.