New research from Europe’s fastest-growing food-tech startup, yfood, found that 40% of Brits rely only on unhealthy junk foods when they are on-the-go.
This comes as no surprise as the modern-day diary is crammed with early morning meetings, long commutes, gym classes and the occasional post-work drink, meaning there is seldom time to sit down and enjoy a healthy and filling meal.
This is where we often fall into the fast food trap, relying on Deliveroo or a convenient meal deal to tide us over when time is of the essence.
New entrants to the UK’s nutritional drinks market, yfood, occupy an emerging category of food named: ‘Smart Food’ which offers nutritionally complete meals in a healthy, convenient and sustainable way. Currently, the Smart Food market in the UK, Germany, France and the Netherlands is estimated to be worth around €10-20 billion in the medium to long-term, with annual growth rates of up to 50%.
Contrary to existing nutritional supplements in the complete foods arena yfood advocates for conscious consumption, representing an industry-first meal alternative product as opposed to a meal replacement. The science behind ‘Smart Food’ is designed not to replace classic meals with fresh and high-quality food but to offer a healthy alternative to junk food when nutritional foods are less available.
How do you consume complete food products and what are the benefits?
Many of our essential vitamins and minerals, or micronutrients, can not naturally be made in the body meaning we need to obtain them from our diet. How much of the nutrients that we need depends on a variety of factors including your weight, age and sex. Whilst there is no single ‘superfood’ that can supply our body with everything we need, the emergence of nutritional supplements and complete foods products certainly go some way in offering instant variation to your diet.
yfood can be consumed immediately and will keep you full for up to 3 to 5 hours providing you with 7.5 g of dietary fibre sourced from gluten-free oats.
Starchy foods like bread, potatoes, pasta, rice and other grains are part of a healthy diet, but the quality of what we choose is important. It is a good idea to choose wholegrains like wholemeal or rye bread, wholewheat pasta, oats and potatoes with skins to help get enough fibre and other key essential nutrients.
Comprising 68% of your daily protein needs, complete foods can be used as a pre or post-workout ready-to-drink meal in your regular workout routine. They can also be used for outdoor activities and sports such as hiking tours, camping tours, and skiing tours for on-the-go fuel.