European smart food provider yfood has launched in 270 Co-op stores across the UK with the aim of reforming the UK’s relationship with unhealthy snacking through its ‘meal alternatives’.
The meal alternatives offered by the smart food innovators are liquid shakes that come with 26 key nutrients and are available in a variety of flavours and plant-based options.
They offer healthy meal replacement shakes, with one serving (500 ml) of yfood providing consumers with around 34g of protein, roughly 68% of your daily protein needs.
The brand launched its Classic Choco and Smooth Vanilla shakes with the Co-op, with the drinks retailing at an RRP of £3.50.
A survey conducted by yfood revealed that 40% of Brits only resort to junk food when on-the-go, indicating a gap in the market for a product that contains essential nutrients and vitamins for consumption throughout the day.
Having tripled their revenue in 2020 and doubled the figures in 2021, yfood recently announced their run-rate of €100 million in just four and a half years of trading.
“Smart food is not intended to replace classic eating with fresh and high-quality foods – on the contrary: a varied and diverse diet is and remains essential,” yfood CEO and co-founder Noel Bollmann said.
“Nevertheless, the reality is that many people do not always manage to eat a balanced diet due to lack of time or availability problems.
“In these situations, Smart Food helps people to eat better in the long term. Thus, Smart Food is a completely new category of food that competes with junk food and bad eating habits, but not with conventional food.”
