{"id":2487,"date":"2022-04-04T16:30:21","date_gmt":"2022-04-04T09:30:21","guid":{"rendered":"https:\/\/bitesizebkk.co\/?p=2487"},"modified":"2022-04-04T17:35:31","modified_gmt":"2022-04-04T10:35:31","slug":"brand-spotlight-habit-foods-co","status":"publish","type":"post","link":"https:\/\/bitesizebkk.co\/brand-spotlight-habit-foods-co\/","title":{"rendered":"Brand Spotlight: Habit Foods Co"},"content":{"rendered":"
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Habit Foods Co.<\/figcaption><\/figure>\n

For many of us, wanting to eat healthier and well is often well-intentioned, but difficult to follow through. Those working at home may give into cravings, and those who are back on their desks may give into their colleague\u2019s invite to a shabu buffet.\u00a0<\/span><\/p>\n

In Bangkok, it can be expensive to be on the health track. Week-long meal plans cost thousands, and you simply may not have the energy to cook a meal in between Zoom calls and PowerPoint slides.<\/span><\/p>\n

But for those wanting to remain disciplined, whilst still enjoying a filling meal, where can they go? Luckily, Bangkok\u2019s latest healthy but delicious option for nutritious food has made its way\u00a0<\/span>into the scene. Enter <\/span>Habit Foods<\/span><\/a>, founded by siblings <\/span>Lalina<\/span><\/a> & <\/span>Tanin<\/span><\/a> Paisarnsrisin whose mission is to put a healthier spin on frozen food.\u00a0<\/span><\/p>\n

The Origin Story<\/h2>\n

The Paisarnsrisin siblings grew up with food and the restaurant business, with <\/span>L\u2019Oliva<\/span><\/a> and <\/span>Caffe Olive<\/span><\/a>s in Sukhumvit 36 as part of the family business. This is why starting Habit Foods was a natural decision for them.<\/span><\/p>\n

\u201cWe saw how we were living and eating at home,\u201d says Tanin. \u201cWe love cooking, it\u2019s both sociable and therapeutic but it\u2019s not realistic to cook every meal. Having a quick and easy meal at home or in the office should be easier in 2022.\u201d<\/span><\/p>\n

Both Lalina and Tanin were working at home together a lot, a result of the pandemic fueled WFH culture, and transitioning from other full-time jobs. It was then that they realized the food consumed on a daily basis was convenient, but not exactly full of the necessary food groups.<\/span><\/p><\/blockquote>\n

\u201cLooking at the people around us, we noticed that this was a common problem. Convenience store meals replaced a home-cooked or non-processed meal and we thought this could be made easier.\u201d<\/span><\/p>\n

The jump from ideation to product creation was about six months. They leveraged the restaurant ecosystem that they both had access to. From meetings with food scientists to menu sampling with chefs, both Lalina and Tanin then began to narrow down the menu options and created a few staple dishes that they would often cook and freeze at home.<\/span><\/p>\n

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The R&D process<\/figcaption><\/figure>\n

Currently, there are five flash-frozen grain bowl options from Habit Foods: Hot Chick, Vegan Bap, Yaki Beef, Super Salmon, and Tasty Tofu.<\/span><\/p>\n

\u201cThe Yaki Beef bowl is currently our best-selling product,\u201d says Lalina. \u201cThis is probably because it looks like your typical gyudon rice bowl, but is actually packed with nutrients and organic ingredients.\u201d<\/span><\/p><\/blockquote>\n

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The Yaki Beef Bowl<\/figcaption><\/figure>\n

Each bowl is around 420 calories, give or take with a high amount of protein, making it weight loss friendly but filling at the same time.\u00a0<\/span><\/p>\n

Orders are online only and extremely efficient. You can simply head over to <\/span>Habit Foods<\/span><\/a> website, click on the little shopping bag icon to pick and choose your bowl, or select a bundle of bowls to last a few meals. Then, pay and select your preferred delivery slot via an AI chatbot to have your meal delivered straight to your door.<\/span><\/p>\n

Working with local suppliers<\/h2>\n

\u201cWe hope to make a difference in the local community by partnering with multiple small-scale, local farms and simultaneously grow into larger-scale yet conscious businesses. \u201d – Lalina. Habit grain bowls already consist of organic rice and vegetables from many different regions in Thailand.<\/span><\/p>\n

The benefit of being small right now for Habit Foods,\u00a0 is the flexibility to try different things and experiment with new menu creations and multiple taste tests.\u00a0<\/span><\/p>\n

\u201cWe are also lucky enough to have resources on our hands, from chefs to distributor contacts because of our family\u2019s involvement in the restaurant business,\u201d says Tanin. \u201cWe benefit from being small and can order from local suppliers that are not currently equipped to supply the large corporations\u201d<\/span><\/p>\n

Although this may become more challenging as Habit scales, this provides an opportunity for Habit and local farms to together plan for demand and growth. The nature of frozen food also helps the produce maintain longer, as when a fresh batch arrives, it can be prepped and stored pretty much right away.\u00a0<\/span><\/p>\n

\u201cWe are very intentional about food waste, and the way Habit can portion and preserve food is an added advantage,\u201d says Tanin.\u00a0<\/span><\/p>\n

The Frozen Food Debate<\/h2>\n

There\u2019s always some misconception about frozen food. Just roam the frozen food aisles at your regular supermarket or convenience store. From frozen lunch staples to TV dinners and frozen waffles, there\u2019s a stigma associated with frozen food; delicious but unhealthy.<\/span><\/p>\n

During the six month R&D period, Tanin and Lalina also conducted some market research at multiple convenience stores to look beyond the labels and really study what\u2019s behind the nutritional value of your regular frozen food meal of chicken krapao or kao pad.\u00a0<\/span><\/p>\n

\u201cThere\u2019s a general misconception with frozen food,\u201d says Tanin. \u201cFood isn\u2019t unhealthy because it\u2019s frozen, but because frozen food menus are typically unhealthy, most are designed to be quick and affordable.\u201d\u00a0<\/span><\/p><\/blockquote>\n

This is where Habit Foods comes in, to be a convenient, quick yet nutritious option for busy urbanites who want to eat well and eat right, whilst having their freezer stocked. \u201cBy using flash freezing technology, choosing the appropriate cooking processes and ingredients, frozen food doesn\u2019t have to compromise on taste either. We often forget that freezing is utilized even for foods that require some of the freshest ingredients, like the fish from your last sushi omakase.”<\/span><\/p>\n

The Wellness Landscape<\/h2>\n

Since the pandemic, there\u2019s been an uptick in brands and consumer-centric businesses that cater to wellness, whether it be food or skincare. Does this mean the landscape is packed with competition already?<\/span><\/p>\n

\u201cWe\u2019re not selling the idea of eating healthy per se, but we are delivering a practical solution in helping people eat better with added convenience,\u201d says Tanin. \u201cPeople already know what healthy eating consists of, we\u2019re just providing a more convenient way to make it happen.\u201d<\/span><\/p>\n

Habit Foods is positioning itself as another viable option for those days you want to eat right, and you can store the rice bowls for as long as six months in the freezer at home.\u00a0<\/span><\/p><\/blockquote>\n

\u201cIf you factor in the time it takes to shop for ingredients, prep, cook and clean, all while trying not to waste food, it can take up a lot of valuable time,\u201d he says. \u201cHabit is entering the landscape as an efficient option.\u201d<\/span><\/p>\n

\"\"<\/p>\n

One thing we noticed about the rise in wellness as a business, is that it\u2019s typically first catered to a niche community in Bangkok with higher spending power. This can make it challenging to scale a business beyond friends and family.\u00a0<\/span><\/p>\n

\u201cWe are conscious of that fact, and although Habit Foods started selling to friends and family within our first few weeks, now the majority of our sales are from other regular customers and discoveries on Instagram,\u201d says Tanin. A Habit Foods bowl starts at THB165, and this is affordable enough to incorporate into a weekly staple at home.<\/span><\/p>\n

\u201cWe have about 30 grams of protein in each bowl, high nutritional value from all-natural ingredients and we focus on using seasonings that add plenty of flavor without the need for excess sodium or any MSG,\u201d says Tanin. \u201cWe\u2019re proud to sell at higher prices than traditional convenience store frozen foods because of the higher nutritional value we deliver, not only because of the more relevant brand positioning we have.\u201d<\/span><\/p>\n

The feedback so far<\/h2>\n

Beyond friends and family, the majority of customers have discovered Habit Foods from Instagram, and both have learned a lot from proactive feedback.<\/span><\/p>\n

\u201cThe most common feedback for Habit Food customers is how much convenience it provided,\u201d says Tanin. \u201cThere are always some meals where people have little control over, and for a lot of people, we\u2019ve become that high-quality solution.\u201d<\/span><\/p><\/blockquote>\n

Customers have also been surprised at how Habit Food\u2019s frozen food bowls look and taste like a freshly cooked, proper meal.<\/span><\/p>\n

\u201cWhat we\u2019ve seen is also a high level of recurring customers,\u201d says Tanin, \u201cfrom their orders, it\u2019s clear that Habit Foods has become part of their lifestyle, and that\u2019s great to see, especially knowing that our meals are likely to be healthier than other alternatives\u201d<\/span><\/p>\n

So, what\u2019s next for Habit Foods? Whilst they will maintain and grow the existing rice grain bowls to a larger customer base, the founders are also planning to add other menu options.\u00a0<\/span><\/p>\n

\u201cWe\u2019re looking to expand into breakfast menus, snacks, and smoothies,\u201d says Lalina.\u00a0<\/span><\/p>\n

For those looking to add more delicious nutrition to their daily desk lunches, check out <\/span>Habit Foods<\/span><\/a> and order directly from the website. Meal delivery times can be scheduled on the day.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

For many of us, wanting to eat healthier and well is often well-intentioned, but difficult to follow through. Those working at home may give into cravings, and those who are back on their desks may give into their colleague\u2019s invite to a shabu buffet.\u00a0 In Bangkok, it can be expensive to be on the health […]<\/p>\n","protected":false},"author":2,"featured_media":2493,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,391],"tags":[492,853,851,667,852,854,855],"yoast_head":"\nBrand Spotlight: Habit Foods Co - Bitesize<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bitesizebkk.co\/brand-spotlight-habit-foods-co\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand Spotlight: Habit Foods Co - Bitesize\" \/>\n<meta property=\"og:description\" content=\"For many of us, wanting to eat healthier and well is often well-intentioned, but difficult to follow through. 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