Should doctors be prescribing food?

In line with Upstream Wellness, which examined the use of technology to prevent future health problems, consumers are now using food in the same way by upstreaming their eating habits.

Across the Western world, malnutrition is on the rise, with 44% of the countries affected by poor nutrition also suffering from high levels of obesity, according to the 2016 Global Nutrition Report. Aware of these health risks, consumers are seeking on-demand services that combine convenience with nutritional value.

‘It is finally being recognised that nutrition is a very important factor in our health, and so the preventative healthcare industry will continue to grow,’ says Nadja Pinnavaia, founder and CEO of Euphebe, a food-for-health brand rather than a weight loss programme.

Euphebe provides a meal delivery service, E28 Reboot, which supplies subscribers with 28 days’ worth of pre-portioned meals alongside nutritional coaching to break the fast food cycle and ensure fundamental changes in food behaviour.