De-junking fast food

08 : 03 : 2017 Euphebe : Convenience Culture : Fast Food

New York – E28 is a new delivery service that combines pre-portioned meals with nutritional coaching to change attitudes towards food.

  • Created by Euphebe, E28 bills itself as a 'food for health program'
  • Subscribers are encouraged to eliminate other food groups during the process
E28 by Euphebe, New York E28 by Euphebe, New York
E28 by Euphebe, New York E28 by Euphebe, New York
E28 by Euphebe, New York E28 by Euphebe, New York
E28 by Euphebe, New York E28 by Euphebe, New York

Aimed at helping subscribers lose weight in a healthy and sustainable way, E28 offers a ‘28-day real food reboot’ to break the fast food cycle and act as a springboard for change. Users receive 12 pre-prepared plant-based meals per week, which have been devised by in-house chefs to be nutrient-rich and high in fibre.

Although the service does not provide all meals during the 28-day period, users are encouraged to eliminate refined grains and added sugar from all of the dishes they eat. Health coaches are also individually ascribed to each subscriber to offer support and to track their progress through the brand’s online platform.

‘We are experiencing an unprecedented epidemic of obesity, diabetes and other chronic illness, due to the overconsumption of processed food. We want to change how America eats,’ said Euphebe in a statement.

The Big Picture

Time-poor Millennial consumers seeking more nutritionally valuable food options are turning to brands to provide not just a quick fix but also continuing support. For more, see our Convenience Culture market report.