The plant-based range of healthy meals are produced in Ireland and include a lentil dahl, three bean chili and a Thai veg dish.
Louth-based business Simply Fit Food has hit the ground running in 2020, extending their current line of healthy meals to include a new range of plant-based vegan meals using up to 80 per cent Irish sourced ingredients.
The range contains three of your five a day, and if your New Year’s Resolution is to eat better, a full meal (450g) starts at as little as 180 Kcals – 311 Kcals.
Recently launching into selected SuperValu and Centra stores, Simply Fit has big plans to further target as many grab and go locations over the coming months, including Applegreen starting this week. Their range will also be available to order online via their website from the end of the month.
The company, which started out as an online meal delivery company, has enjoyed enormous success since launching into retail stores last January.
Simply Fit Food was set up by sports-mad couple Evelyn Garland and Luke Judge after Luke was diagnosed with a heart condition in January 2016.
The idea behind Simply Fit Food came from personal experience when both realised the difficulties of maintaining a healthy diet while training, whether it be with their respective GAA clubs, or following sessions at the gym.
The range is called Power Bowls and consists of a lentil dahl, three bean chili and a Thai veg dish.
Evelyn, director of Simply Fit Food outlines the reasons for their new product launch; “We wanted to make improvements to our original meat based healthy meal line that we launched in January 2019, which is still performing strong. More and more of our customers are moving to a flexitarian diet and increasing the amount of vegetables and pulses in their diets.
“There has been a lot of customers requesting more vegan or as we like to call it ‘plant-based’ meal solutions. However our customers problem was finding a tasty substitute if meat was no longer a regular option on their plates.
“Customers were either left wondering how to prepare a meal that actually tastes good minus meat or they simply didn’t have the time. That’s where we come in. Our Power Bowls are an easy and nutritious option. You simply decant the contents from the pouch into a bowl and heat in the microwave for two-to-three minutes,” she added.
The company founders are also focusing their attention on improving their packaging and crearing more long-term sustainable decisions. “As a business, we are constantly trying to improve, whether it’s our flavours or our packaging. We decided to opt for a pouch based format this time as the plastic used within the pouch is 70 per cent recyclable. Our aim is to have our pouches fully recyclable by the end of 2021,” said Evelyn.
Misleading the customer
Since the business began back in September 2016, co-founders Luke and Evelyn say they have learned a huge amount about the Irish food scene, and it’s not all positive.
Luke says many products on Irish shelves are perceived to be either grown or manufactured in Ireland, but are actually manufactured overseas. “We are extremely proud to say our new Power Bowl range as it is entirely manufactured on the island of Ireland. The ingredients we have sourced for this range that can be grown in Ireland are grown in our neighbouring counties of Monaghan, Meath and Louth. This is our biggest USP on shelf against other brands.
“The provenance of our products is something our customers perceive to be hugely important when making purchasing decisions. They are happy to pay slightly more for our products knowing that it’s helping support Irish businesses but most importantly Irish farmers,” he added.
By Stephen Larkin
Published: 24 January, 2020