WiCH is a free travel companion that tells you what a product from your home country is actually called — or sold as — in the country you're currently in. Pick your home country, pick where you are, type the item, and WiCH gives you the local name, common brands, the type of shop to look in, and pronunciation help.

It's a lifesaver in the supermarket — staring at a wall of unfamiliar brands trying to figure out which one is buttermilk, baking soda, double cream, cilantro, courgette, ground beef or self-raising flour. WiCH gives you the local word and the typical brand to look for.

It's also especially useful for medicines and pharmacy items: paracetamol vs. acetaminophen vs. Tylenol vs. Doliprane vs. Ben-u-ron, ibuprofen brand names, allergy tablets, rehydration salts, baby formula and infant products. WiCH always leads with the active ingredient and recommends confirming with a local pharmacist before buying.

Also handy for hardware shops, bakeries, baby items and everyday essentials. Works in any country, in multiple languages, with voice input.