Making the UAE fitter


July 9, 2020 | By Rupkatha B

Home-grown brand Ingfit’s mission is to make the UAE fitter. Launched in 2018, the online platform selling healthy food products Ingfit was born with a mission to radically transform the health of the UAE through education, coaching and products that consistently comply with cutting-edge nutritional science.

Even the brand name, Ingfit, was chosen to spread the message of “getting fit,” while keeping it short and catchy. “Our promise is to provide customers with the cleanest and healthiest ingredients in the products that we sell on our platform, along with lifestyle guidance and support that match every development made in the field of health and wellness,” states co-founder and general manager of Ingfit, Lee Sandwith.

Ingfit’s vision is for a society where the health of the nation is aligned with the extraordinary progress made by the UAE in other fields; where people live free from the plague of metabolic diseases by valuing the importance of living an active, mindful life and choosing a diet comprising high-quality, whole foods.

Also read: Smart Acres aims to improve food security in the UAE

Start small but think big

As a small, home-grown business Ingfit’s motto is to “think big, but start small” – a mindset that the brand applies to everything it does.

“We started Ingfit with only two products, steadily adding more as we built new partnerships, aligned with customer needs,” Sandwith shares. The brand portfolio now includes over 500 products, as Ingfit has formed synergistic partnerships, especially with other local businesses. Today, Ingfit offers everything from healthy groceries and snacks to keto food essentials and much more.

“We have recently developed our systems to build a platform for local brands, especially those that produce freshly made products with a shorter shelf life. Currently, we are working with around 10 local brands, with many more in the pipeline,” Sandwith adds.

In fact, as part of its transformation roadmap, Ingfit is looking to make its own-branded products line more robust. “We launched a small line of Ingfit-branded products earlier this year as a pilot study, which was a huge success and encouraged us to develop a wider range,” Sandwith confirms. “We will also launch our mobile app to further enhance the shopping experience for customers on Ingfit.”

Overcoming obstacles

When the COVID-19 related lockdown was announced in the UAE, Ingfit faced major issues on the delivery front, especially in Abu Dhabi with stricter restrictions in certain areas. Like several businesses, Ingfit had to adapt and work harder with its fulfilment and delivery partner Transcorp. Ingfit quickly implemented new policies such as contactless delivery and communicated its COVID-related measures to customers to reassure them.

“COVID-19 hit us hard with the realisation that we are emerging from the start-up sphere and we are becoming an important component of the UAE’s enterprise ecosystem. We’re in an exceptional category, as Ingfit is one of the few companies that the country can rely on for truly healthful products. This realisation has given us even more motivation and inspiration to do more quickly,” Sandwith concludes.

 

For all the latest retail news from the Middle East, follow us on Twitter and LinkedIn, like us on Facebook and subscribe to our YouTube page.

Comments

comments

Previous Article Next Article

SHARE

YOU MAY ALSO LIKE /


Lulu Group partners with Amazon expanding grocery offerings to online customers in the UAE

Abu Dhabi based grocery retail chain Lulu Group has partnered with Amazon 

Continue Reading

November 24, 2022 | By RetailME Bureau
Food Tech Valley partners with Tradeling to boost UAE’s food ecosystem

UAE-government-led initiative Food Tech Valley – announced in 2021 by His Highness 

Continue Reading

November 17, 2022 | By RetailME Bureau
Lulu Hypermarket to open in The Dubai Mall in 2023

Abu Dhabi-based supermarket chain Lulu Hypermarket is all set to open in 

Continue Reading

November 10, 2022 | By Rupkatha B
Beyond Meat’s Q3 2022 results “disappointing”

Plant-based meat brand Beyond Meat’s financial results for the third quarter of 

Continue Reading

November 10, 2022 | By RetailME Bureau
Barakat unveils new biodegradable packaging

UAE’s fresh produce brand Barakat has launched bio-degradable packaging across its entire 

Continue Reading

October 27, 2022 | By RetailME Bureau
Pure Harvest CEO Sky Kurtz

UAE-based agritech start-up Pure Harvest Smart Farms has signed a Memorandum of 

Continue Reading

October 27, 2022 | By RetailME Bureau
Carrefour signed up as anchor tenant for Midtown Project

Carrefour, owned and operated by Majid Al Futtaim – Retail in the 

Continue Reading

October 27, 2022 | By RetailME Bureau
Grandiose Supermarket announces country-wide expansion plans

Grandiose Supermarket, part of Ghassan Aboud Group, has announced expansion plan in 

Continue Reading

October 26, 2022 | By Rupkatha B
100 years of Valrhona

The Valrhona journey began 100 years ago with a cocoa bean. Since 

Continue Reading

October 24, 2022 | By Justina Eitzinger
On-demand grocery delivery in 15 mins

Deliveroo UAE has announced the expansion of its rapid grocery delivery service 

Continue Reading

October 24, 2022 | By RetailME Bureau
Mariam bint Mohammed Almheiri, Minister of Climate Change and Environment

The Ministry of Climate Change and Environment (MOCCAE) revealed that the UAE 

Continue Reading

October 17, 2022 | By RetailME Bureau

Abu Dhabi-based leading supermarket chain Lulu Group has appointed investment bankers Moelis 

Continue Reading

October 13, 2022 | By RetailME Bureau




f
Download Images RetailME Magazine