“We\u2019ve all been heavily involved in the fitness industry for a number of years. Working as personal trainers in Central Hong Kong we were disappointed by the lack of convenient healthy options to recommend to our clients,\u201d says Pete Fisher one of the company\u2019s founders.\u00a0<\/span><\/p>\n \u201cVery few of our clients had time to cook and the dominant culture wasn\u2019t very healthy. The prevailing trends in the fitness industry we\u2019re very short term, unsustainable and fad based. Juice cleanses and liquid diets on the one hand and drunken debauchery were presented as the only viable options, either embrace the expat drinking culture or move to Lamma Island and grow your own vegetables. We saw an opportunity to provide a moderate, long term, sustainable option,\u201d says Fisher.<\/span><\/p>\n \u201cHong Kong has completely transformed and now has one of the most vibrant health scenes in the world. We had anticipated that our brand would appeal to established gym goers and we have been surprised by the demand for our service from outside of the fitness world. What has become clear is that people are using our food as a gateway towards joining a gym or seeking help fro a personal trainer. Losing weight by using our food gives them confidence that they can take charge of their health,\u201d Fisher explains.<\/span><\/p>\n There are two conflicting trends that have conspired to increase demand for our product. People are growing increasingly sedentary in their everyday lives so they simply cannot metabolise the same amount of food that they might have done. This Sedantarism is paired with a heightened self-awareness and an increasingly educated public, people aren\u2019t falling for the same fads that they did previously. We service this by providing filling and tasty meals that are generally pretty low on calories.\u201d<\/span><\/p>\n We\u2019re the first company in Hong Kong to provide an accurate breakdown of the macronutrient content of our meals. Other providers were more focused on fads and trends: Vegan, Paleo and Raw foods – we wanted an alternative based on hard science and real world results. Our product is for the busy professional that is serious about fitness and wants a convenient way to eat a well-balanced macronutrient diet. We have a strong focus on food variety and try our best to bring a diverse offering of ethnic food so that eating healthy doesn\u2019t have to be boring. Health is a long-term venture and this variety makes staying on plan easy. Chicken and broccoli has a place in healthy diet but it shouldn\u2019t be every meal.\u201d<\/span><\/p>\n Art of Smart! Fisher says: \u201cThere are two main factors where we differ from all of our competitors: 1) We don\u2019t have a kitchen and a chef. We have partnered with Swire restaurants which is part of one of the largest and most trusted companies in Hong Kong. This allows us to mix in with their strong buying power and allows us to source the best possible ingredients and benefit immediately from the economies of scale. Although by outsourcing we operate at a higher food cost than our competitors we save tremendously on labor, rent, electricity and licensing and we pass these savings directly on to our customers. <\/span><\/p>\nWise Meals <\/span><\/h3>\n
Wide Variety, Balanced Diet <\/span><\/h3>\n