With diet and nutrition at the forefront of our minds, Brits are more conscious than ever of the foods and bought goods we consume. As the newly introduced Calorie Labelling regulation merges into UK food stores – applying to stores that employ over 250 staff – on top of new measures from The National Institute for Health and Care Excellence, aiming to tackle the rising obesity epidemic, Brits are encouraged to re-think and adapt their current eating behaviours.

Coupled with the enduring cost-of-living crisis, which is driving how and what Brits are eating, there is a serious threat to the nutritional value of the meals people are affording for themselves. Supported by a study conducted by the ONS which found that a third of Brits are already spending less on their food shopping, opting for convenience over nourishment, there is an increased need for awareness of the effective ways to eat healthily and sustainably. To this end, the nutritionally complete food, yfood, has advocated for a more conscious eating strategy of maintaining a nutritionally balanced diet anytime and anywhere, by introducing the concept of ‘Smart Food’.

Noel Bollman, CEO and co-founder of yfood, would be keen to discuss:

The myths associated with affordable, healthy eating
The difference between micro and macronutrients
How to stay satiated for longer by eating wholesome foods

What is ‘Smart Food’ and yfood?
yfood occupies a yet unheard of nutritional category named ‘Smart Food’, a concept still very much in its infancy that aims to raise awareness and facilitate balanced nutrition that is appropriate to all life situations.

Now available in Holland & Barrett, yfood has established itself as the market leader in the Smart Food category in Germany, and is quickly emerging in the UK market. Since the launch of yfood Labs GmbH in Munich in 2017, Ben Kremer and Noel Bollmann have been revolutionising the food industry with their products. Innovative “complete food” in the form of drinks, bars, powders, and hot bowls represents a new way of eating that perfectly fits today’s modern lifestyle. All yfood products are balanced, fully mobile (drink) meals and thus combine fast-paced nutrition with a conscious diet.

The special feature here is the “Complete Nutrition” approach pursued by yfood. It means that the products contain all the essential micro and macronutrients that the body needs – without compromising on taste. The company also focuses on sustainability; yfood takes care of a responsible use of resources and has been a climate-neutral company since 2021. The products are currently sold in more than 30 European markets, including the UK, France, and the Netherlands.

How yfood works:
For those who have the best dietary intentions but don’t have the time, yfood is a nutritionally complete food in the form of protein powders, bars, and their signature drinks which range from Coffee, Banana, Coconut and many more flavours, available to purchase here. One serving (500 ml) of yfood provides consumers with around 34 g of protein, which is 68% of your daily protein needs, as well as containing 26 different vitamins and minerals and plenty of fibre.

Noel Bollmann, CEO and co-founder of yfood comments:
“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. 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.”