Nathan Fa'avae, Founder of Real Meals, has observed consumers becoming increasingly more adventurous when exploring flavours and meal types. This shift has empowered brands like Real Meals to exercise their creativity and expand their menu offering to include more exotic options.
"Traditionally, our meal choices tended to be rather plain and standard. Still, the evolving preferences of our customers have injected a newfound sense of intrigue and engagement into our work, which we greatly appreciate," said Fa'avae.
The convenience category is undergoing a significant shift due to consumers seeking healthier alternatives as they have become more knowledgeable and mindful of their dietary choices. This has led to a surge in consumers choosing clean-label products with natural ingredients. Real Meals aligns itself with these consumer's preferences, positively impacting the brand's growth.
Real Meals sources its ingredients locally and takes pride in its commitment to actively seek out regional produce.
"This commitment means that our products' proportion of imported ingredients is minimal, limited only to those New Zealand cannot produce locally. This aspect of our business has also become a positive story for us."
Traditionally, the freeze-dried meal category has been the most popular option for convenience meals, where its mixing of pre-dried ingredients creates rehydrated food items. Real Meals has revolutionised this method with its distinctive and unique manufacturing approach. Unlike conventional methods, Real Meals are not produced in a factory. Instead, they are meticulously crafted in a kitchen by a skilled chef.
Fa'avae explained how every meal undergoes the expert hands of Real Meals chefs, who ensure that each ingredient and meal is cooked to perfection.
"Once the culinary process is complete, the meal undergoes an intensive freeze-drying process, during which great care is taken to preserve all nutritional content, flavours, and taste. This commitment to quality sets us apart in freeze-dried meals."
With the increased consumer drive for eco-friendly choices, Real Meals prioritises local ingredient sourcing and recyclable soft plastic packaging and aspires to have 100 percent organic meal options in the future. However, producing 100 percent organic freeze-dried meals costs prohibitively high. Fa'avae explained that this pricing would likely restrict the brand's audience, meaning that currently, Real Meal does not view it as a viable option.
Costs are a barrier to the growth of the convenience categories moving into 2024. Fa'avae said that the aftermath of the pandemic increased the cost of goods, and subsequent supply chain disruptions have had a lingering effect. Coupled with a spike in the cost of living, Real Meals has made an effort to maintain its prices, reducing costs through its management and operational systems to achieve this.
Real Meals has formed itself around its innovative and pioneering ethos, both domestically and internationally, with Fa'avae adding that new product launches are on the horizon.
