Page 18 - Food&Drink Business magazine October 2022

COMPANY PROFILE
The weight of change
Recently, Lite n’ Easy, one of Australia’s most recognised brands in the weight loss ready meal market, launched a six-week exercise program for its customers. Kim Berry speaks to CEO Dennis Stark and dietitian Ashleigh Jones on the shift from weight loss to wellness.
has the potential to be its calorie free, customer rich dessert. In the early weeks of lockdowns, downloads of health and fitness apps grew 27 per cent.
Jones sees ActiveATE as shaping the company as a complete health brand.
“Nutrition has always been at the heart of everything we do. We put evidence-based nutrition into practice by creating healthy, delicious recipes and balanced menus. We are now providing a complete healthy diet and fitness solution,” she says.
Research commissioned by the company found
85 per cent of Australians had tried to lose weight, but only 51 per cent of them had used diet and exercise. Barely a third (34 per cent) said they exercised enough.
Stark says, “We find it concerning that 66 per cent of Australians say they don’t think they exercise enough and over 57 per cent say the main reason they do not exercise enough is because they don’t know where to start or they lack motivation.
“Staying active regularly is essential for good physical and mental health and well-being. Regular physical activity reduces the risk of many health problems, such as anxiety, depression, cardiovascular disease, type 2 diabetes, musculoskeletal problems, some cancers, and unhealthy weight gain.
“This is not new territory for Lite n’ Easy, we have been building awareness for years that chronic health problems can be improved by healthy eating and weight management.”
The lightbulb moment for the company was when 36 per cent said it would be easier to exercise more if they could work out at home. And 32 per cent said short workouts that fitted in to their busy schedule would also help them exercise more.
ActiveATE is a six-week exercise plan offered to customers as an app. It covers a range of fitness levels with cardio and resistance exercises with guided videos. There are also “Microwave Moves”, which
THE rise of the ready meal accelerated dramatically during Covid lockdowns for myriad reasons. For ready meal company Lite n’ Easy, it sped up a move that was already underway.
CEO Dennis Stark says, “We saw double digit growth in customers wanting access to a safe, healthy meal delivery service. For many reasons, customers enjoyed the convenience of having our meals delivered to avoid the shops, and many people saw it as an opportunity to focus on
their health goals.
“Ten years ago, we were
considered just a weight loss brand. Today, more than 30 per cent of customers use our service simply for the healthy convenience. Increasingly time poor consumers mean convenience will continue to be a huge driver for the market.”
Accredited dietitian for
Lite n’ Easy Ashleigh Jones says the company has witnessed a shift from the mentality of weight loss to one of “healthy convenience”.
“People used to assume if they
were losing weight, they were improving their health. People are now much more informed and are asking brands to demonstrate the health credentials of their products.
“We are seeing an increase in people seeking “health convenience” and less looking for a weight loss solution,” Jones says.
BEND AND STRETCH
If Lite n’ Easy was capturing Covid customers focused on their health, its exercise program and app ActiveATE
18 | Food&Drink business | October 2022 | www.foodanddrinkbusiness.com.au