Honest Badger offers fresh and nutrient-dense plant-focused meals with lean protein options to cater to UAE residents eating habits
Honest Badger, a home-grown wellness F&B brand offering fresh and healthy food celebrates two years of success with a 50 percent increase in sales from year one to two, since inception bringing in a seven figure sales income with no outside investment. Founded in February 2020 by Yasmin Hadi, Honest Badger first offered healthy, balanced, and diversified meal plans for home delivery. Shortly after the success of its plans, the brand launched its meals-to-go offering, a selection of popular meal plan dishes in August 2020, and strategically partnered with Spinneys, Waitrose, and Kibsons for on-the-spot purchasing to cater to a wider market.
With a passion for healthy eating and a ‘food is medicine’ notion, Yasmin wanted to create an F&B concept that focused on whole and nutritious foods that taste delicious and present diversity across the plants and proteins used in each meal.
“I’ve always loved cooking and developing recipes, so once I decided to leave my job as a geologist in oil and gas, I knew my next venture would be in F&B,’ said Yasmin. “I’ve put all my savings from my previous job into the company and I am fortunate to not have financial commitments and was able to take that leap. Your twenties should be a time to take risks and chase a dream.” Said Yasmin.
“With a bootstrap start-up approach and lean but passionate team, the company has focused on its core customer base and expanding the product range to meet business demands since launching. With that approach, I have been able to focus on brand and product growth which included the creation and execution of our meals-to-go offering. During our second year of operation, sales grew exponentially to hit the seven-figure mark, resulting in a 50% business expansion rate without outside investment or funding,” continued Yasmin.
‘At Honest Badger, we wanted to show a new approach to eating. With the movement towards sustainable plant-based meals, we wanted to create plans that are plant focused but still offer lean protein options to help introduce customers to a new and delicious style of healthy eating.’ Yasmin adds.
With the option to sign up for one day of delivery or a full month of meals, Honest Badger plans are made up of four flexible package options to suit consumers’ lifestyles and dietary requirements. The four calorie accounted packages are: Vegan, Active Vegan, Protein, and Active Protein and consist of breakfast, lunch, dinner, dessert, a snack, nut or seed pot, shot of ginger, fresh juice, and a herbal tea. The plans range in price from AED118- AED175 per day.
With a different menu on offer each week specializing in comfort classics with a healthy twist expect to see a variety of vegetables, whole grains, plant-based protein sources, and more to provide nutritionally balanced meals. Every dish is dairy, wheat, and refined sugar-free free. The protein packages omit red meat and instead offer hormone-free lean meats and organic and free-range eggs. With the plans, subscribers will eat over seven servings of fruit and vegetables daily and over thirty varities per week.
About Honest Badger:
Honest Badger, was founded in February 2020 by Yasmin Hadi. Honest Badger offers wellness meal plans that are dairy, wheat, and refined sugar-free. All meals are made from whole and nutritionally dense food. The meal plans can be used for one day or a full month, offering flexibility to customers.
