Feed., a French smart food start-up
A chat with Anthony Bourbon, founder of Feed., a French smart food start-up created just over a year ago.
How would you define Feed. in a few words?
Feed. is a Parisian foodtech company that designs nutritionally perfect meals in formats tailored to active people.
The aim of Feed. is not to entirely replace traditional food, but to provide an ideal alternative used occasionally by people who don’t have the time, the opportunity or the desire to prepare a “standard” meal.
How did you start Feed.?
Initially, I developed Feed. to solve a problem I myself was facing.
When I was working in the legal division of a Paris-based group, I had the same problem at every lunch break: either skip the meal or wolf down a sandwich. In either case, the end of the day was rough.
So I looked for alternative solutions, but the only products on offer targeted dieters looking to lose weight. After an hour, I was starving! The food wasn’t very nutritious at all.
A few powdered meal replacements were starting to come out abroad, but the format wasn’t really what I had imaged 21st-century smart food to be. The recipes were full of chemicals and allergens, making them unsuitable for the French market, and the taste was awful. At Feed., we always keep in mind the notion of pleasure and we use high-quality natural ingredients (almonds, chickpeas, oatmeal, buckwheat seeds and others).
What’s your definition of superfood?
It’s a new type of food that is helping to meet one of the biggest challenges of the future: feeding a world population of nearly 10 billion with solutions that are healthy, sustainable and practical, as well as environmentally friendly.
And superfood according to Feed.?
Feed. superfood is vegan, gluten-free, lactose-free, GMO-free, nut-free and made in France.
It comes in the form of nutrition bars (100g), drinks (500ml), drink mixes and other products.
Feed. is not a diet product, but rather a full balanced meal that provides 100% of nutritional requirements. It has been developed by dieticians and food engineers.
Who uses Feed. products?
Now that we have one year of experience, we can see several groups of consumers particularly interested in Food 2.0:
- Hard-working people who often have to skip meals (professionals, lawyers, traders, Web developers, chauffeurs/taxi drivers, hairdressers, engineers, etc.)
- Students on a tight food budget (Feed. offers full meals starting at €2.50)
- Athletes looking for handy, healthy, balanced meal solutions every day.
- Vegans and consumers sensitive to allergens (gluten, lactose, nuts and others) who are delighted to be able to enjoy the entire Feed. range.
- More broadly speaking, anyone who doesn’t have the time, the means or who simply doesn’t feel like preparing a standard meal, whether regularly or from time to time.