Healthy meal start-up gets unexpected kick-start

5 September 2018

Low carb healthy fat convenience meal start-up gets unexpected kick-start

One Auckland entrepreneur and businessman was so impressed with start-up business Simply Lose It – which offers customer’s three pre-cooked meals a day based on the low carb healthy fat lifestyle – that he had three kitchens built to support the launch of the business in June.

The pre-cooked, unfrozen convenience meal service incorporates the principles outlined in the bestselling New Zealand book What The Fat by AUT academics Grant Schofield, Craig Rodger and Caryn Zinn.

Founder Heather Deeble, who started the business after she had to quit work to care for her ageing mother and needed ‘something to do’, said that ‘Simply Lose It’ is a subscription meal service that is only intended to run for three months, by which time customers should be educated in the low carb healthy fat lifestyle and able to continue the journey on their own.

“Simply Lose It is a way of eating that leads to weight loss and a healthier lifestyle, but it’s really there to educate and to help people manage their transformation to the low carb, healthy fat lifestyle – the programme includes two consultations with dietician and author Caryn Zinn.

“The science behind switching to fat as your energy source rather than sugar-based carbohydrates is well documented, but the proof is in the eating. Simply Lose It offers the convenience of pre-prepared meals, but also demonstrates a healthy way of eating that turns the food pyramid on its head.”

The business has two distinct offerings. Simply Lose It, which is a weight loss programme, and Eat Real Simple, which is a straight low carb healthy fat meal subscription service.

“I’m extremely grateful to the businessman who sponsored the kitchens – he wishes to remain anonymous – because he made it easier for us to launch this business. You hear lots of romantic stories about starting a business at the kitchen table or in your garage, but it’s just not practical when you have to maintain hygiene standards while mass producing food.”

The Simply Lose It story started when Deeble’s mother was diagnosed with dementia and she had to quit her job to care for her mother.

“I was looking for something to do when my daughter asked me to cook for her and her husband because she was on a four-week teaching practicum. The low carb, healthy fat way of eating has always made sense to me – I lost 18 kilograms for my son’s wedding, and I’ve kept it off – so I thought ‘why not?’

“The idea really gathered momentum for me when I attended a talk at the Millennium Institute by Grant Schofield and Caryn Zinn and decided I needed to try and create this business because it could help a lot of people,” she said.

Dr Caryn Zinn, who is a registered dietitian, author and senior lecturer at AUT’s School of Sport and Recreation, says Simply Lose It is the only programme she is aware of that is designed to work as a lifestyle education tool.

“It’s the only programme I know where the objective is to get you off it as soon as possible,”

“My role is to help to educate participants in the Simply Lose It programme and prepare them with the right calorie contribution to their food intake, as well as helping them with lifestyle management when they come off the programme,” Dr Zinn, who is not a director in the business, said.

For more information visit https://simplyloseit.nz

ABOUT

Simply Lose It is located north of the bridge in Auckland. The company provides customers with three fresh meals a day for the duration of the three-month weight loss programme. Meals are prepared cooking only nutritious whole food to comprise 64 correctly proportioned meals.

Subscribers to Simply Lose It meet with dietitian Dr Caryn Zinn for professional advice at the start of the programme, and again after a month to refine results.

Meals, including breakfast, lunch and dinner, are delivered fresh to subscribers’ doors each day, six days a week – the seventh day is to allow subscribers to explore meal choices of their own.

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