High-protein and calorie-controlled meals are the latest addition to My Food Bag’s Fresh Start brand, with the new dietitian-approved range ready to heat and eat in minutes.
“We’re looking at every part of the My Food Bag experience and asking how we can make great quality, healthy food easier to access, easier to personalise and easier to fit into people’s lives,” says My Food Bag chief executive Mark Winter.
“That could mean doing more of the cooking for them, giving customers more flexibility over their meals, or taking My Food Bag beyond the traditional weeknight dinners through options like ready made, foodie gifts and care packages and vending machines.”
The company is testing vending machines as another way to make its food available, with machines operating at ten locations, including offices, apartment complexes and hotels. It says interest in additional sites is strong, with several more due to open in the coming weeks.
Customers ordering the company’s meal kits can now swap or double their protein, add a side or choose from a range of extras to suit their household, appetite and preferences.
“The goal is simple: to give people more ways to eat well and make My Food Bag work for more of their needs, while continuing to deliver great tasting, nutritious food and genuine value,” Winter says.
The Fresh Start ready made range builds on the company’s existing ready-made meals, adding options specifically focused on health.
Research cited by My Food Bag found 45% of respondents try to eat healthily but find it difficult to remain consistent. Almost half say a simple, structured plan that removes the guesswork would make healthy eating easier.
My Food Bag ingredients and nutrition manager Lily Henderson, a New Zealand registered dietitian, says the findings reinforce the role convenience can play in maintaining healthy eating habits.
“Most people know what eating well looks like. The harder part is making it happen consistently when you also have to decide what to eat and then factor in the planning, shopping and cooking.
“Eating well doesn’t have to mean cooking from scratch every night. Having a convenient option on hand can make a big difference.”
The launch follows the company’s GLP-1 Support range, developed with input from weight-management dietitians and trialled with patients and health professionals. My Food Bag says the range has sold thousands of meals.
