Once again, we find ourselves discussing the rising cost of living. Although fuel and energy prices have dominated the headlines, one area that has had far less attention is the rapid rise in food prices, causing many consumers to take shortcuts with their nutrition. Noel Bollmann, the CEO of yfood, sees Smart Food as a simple way for consumers to continue to get the correct nutrition.
The enduring cost-of-living crisis is placing a serious threat to the nutritional value of the meals that Brits are consuming. As food prices increase by an average of 5.1%, the nation is sacrificing healthy foods for options that favour convenience.
A study by the ONS has found a third of Brits are already spending less on their food shopping. yfood wants to raise awareness of maintaining a nutritionally balanced diet anytime and anywhere by introducing the concept of ‘Smart Food’.
Health-focused complementary foods are not new to the market; there are countless products currently available that can help to fill in the missing nutritional gaps in people’s diets. These usually take the form of pills, health drinks and items such as fruit bars. What yfood is seeking to do is not offer something to only fill in the gaps, their focus is on complete nutrition food products.
What is ‘Smart Food’?
yfood occupies a lesser-known nutritional category called ‘Smart Food’. Although it can be best described more as a concept at this point in time, Smart Food could blossom into a significant food sector in its own right within the near term. To achieve this, yfood is utilising future-facing scientific innovation, scientific methods, and new technologies to help drive the advancement and expansion of Smart Food.
How yfood works
For those who have the best dietary intentions but don’t have the time, yfood is a nutritionally complete food available via protein powders, bars, and drinks that range from Coffee, Banana, Coconut, and many more flavours.
A single serving (500 ml) of yfood is said to provide consumers with around 34 g of protein, 68% of the average person’s daily protein needs, 26 different vitamins and minerals, and plenty of fibre.
Benjamin Kremer [L] and Noel Bollman [R], the co-founders of yfood.
Noel Bollmann, the co-founder of yfood, says, “Smart food is not intended to replace classic eating with fresh and high-quality foods – on the contrary: a varied and diverse diet is and remains essential. Nevertheless, the reality is that many people do not always manage to eat a balanced diet due to lack of time or availability problems. In these situations, Smart Food helps people to eat better in the long term. Thus, Smart Food is a completely new category of food that competes with junk food and bad eating habits, but not with conventional food.”
Now available in Holland & Barrett, yfood has established itself as the market leader in the Smart Food category in Germany and is quickly emerging in the UK market. Since the launch of yfood Labs GmbH in Munich in 2017, Ben Kremer and Noel Bollmann have been revolutionising the food industry with their products by introducing a new way of eating that fits perfectly with today’s modern lifestyle. All of the yfood products are said to be balanced, fully mobile (drink) meals and thus combine fast-paced nutrition with a conscious diet.
The special feature here is the “Complete Nutrition” approach pursued by yfood. It means that the products contain all the essential micro and macronutrients that the body needs – without compromising on taste. The company also focuses on sustainability, undertaking a responsible use of resources, and has been a climate-neutral company since 2021. Their products are available in more than 30 European markets, including the UK, France, and the Netherlands.
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