The meal ‘capsule’ made of unwanted veg aiming to disrupt the ready meal category
An Israeli start-up is leveraging culinary art and upcycling in an attempt to overhaul the perception of the run-of-the-mill and often unwholesome ready-to-cook food sector.
Anat Natan, CEO and Co-founder of Anina, told an online event organised by the Kitchen FoodTech Hub, the start-up incubator owned by Israeli food giant the Strauss Group, there’s a gap in the market to offer more nutrient-rich products with more natural ingredients in ready-to-cook sector.
Like the frozen category, this sector is enjoying rising consumer interest amid the lockdowns created by the pandemic. But these shoppers often face a lack of choice, she said.