As people’s lives get busier, they have less time to spend on activities like shopping, cooking and cleaning. This has led to a rapid boom in the category of convenience meals, enriching lifestyles with convenience.
“It's an exciting time in the world of healthy, ready-made meals. It’s all about making the most of our time, doing things we enjoy,” said Taran Machra, founder of Swolefoofds.
“Having spent over twenty years in the health and fitness realm, I’ve got a pretty good handle on what folks need regarding food relating to their wellness goals.”
Swolefoods is more than just dish out meals; it aims to keep its consumers motivated and on track with their health goals. Staying consistent is tough, and that’s precisely where they cater.
The brand has also built connections with top athletes and sports teams to show its commitment to functional, quality meals.
“Joining Swolefoods is like joining a family—all of us cheering each other on, striving to be our best selves.”
According to Machra, the coming year will see significant growth in the healthy dessert segment, owing to the rising awareness of the negative effects of increased sugar consumption and the quest for satisfying alternatives that do not compromise on taste. This segment is poised for growth as it aligns with the evolving preferences for healthier indulgence.
At the same time, the industry has also been facing several challenges, including the escalating costs of high-quality production, rising ingredient prices, and labour shortages. These affect efficiency and quality, which are paramount in the industry.
“In a small place like New Zealand, winning over customers is about standing out. You can’t just be another option on the shelf; you must be ‘the’ option. It’s about connecting with our customers, sharing stories they can relate to, and offering something unique.”
Sustainability is another important challenge, and the brand has been doing its best. It wished eco-friendly options were more affordable. All Swolefoods packaging is recyclable and safe, and it has continued to look for the next big thing in eco-friendly materials.
Swolefoods has been developing a new product category for the past 15 months and is ready to launch it this year. It was among the first businesses to sign the ‘Better Chicken Commitment’, a worldwide movement addressing animal welfare, sustainability, and food safety concerns.
As it looks to the future, Swolefoods remains dedicated to enriching customers' lives, providing choices that feed their bodies and aspirations for a healthier lifestyle.
Read more about convenience here.
