Food information is a crucial tool for facilitating consumers in decision-making activities related to their consumption process. Recent advances in “Internet of food” technologies (such as food sensors, cloud computing, food data analysis, and mobile app technologies) makes possible to conceive new consumer information platforms. The rationale is to empower consumers by letting them get more relevant food information than they usually obtain through on-product labeling, mass media or other traditional channels. In this paper, we envisage a new generation of food information provision services, called intelligent food services (IFSs), which would be responsive to consumer’s expectations and information needs. We outline IFS structure and main features as well as constitutive elements of user-IFS interaction context. Particularly, we focus on food-in-context awareness capability and we discuss its influence on consumer and IFS behaviors.