Thinking business…

Remember when I was writing a few months ago that if I get to work again it would be by opening a restaurant or something, instead of going back to the damned IT? Well, running a restaurant (and cooking) is something I really love doing, but I believe that what America needs is lose some weight rather than giving them one more way to eat more. It would be progress to start a company about dieting foods rather than opening yet another restaurant in the Bay Area.

Yes, there are many brands that offer low-calorie foods, like SmartOnes, WeightWatchers, HealthyEating and more. But there is a problem with these brands: their food is between 225 and 240 grams and their calories are usually over 200 calories. When you put side by side the diet food I cook at home with one of these purchased frozen foods, you will see that you will get 1/3 more quantity if you pick my home cooked recipes instead. And quantity is a mighty important feature when you are on a diet, because it’s the only way to “lie” to your brain and stomach that you had enough to eat. My point is that many of the existing products are not as “optimized” as they could in terms of calories. Also, by removing most of the MSG and sodium would be a good selling point — many people seek a healthier meal.

So, yeah, I would like to see a range of low-cal products (with enough quantity in them) hitting the market. Some ideas:
– 100 calorie snack meals (5 products)
– 150 calorie meals (5 products)
– 200 calorie meals (10 products)
– 250 calorie meals (2 products: lasagna, moussaka with bessamel)
– 100 calorie soups in a can (10 products)
– 5 dessert products
– other…

The main idea is that these products must sell on their own aisle. Placing, for example, the soup cans with the other soups and the frozen meals with the other frozen meals won’t work. For this business idea to work the stores that will carry these products must have a small special aisle about dieting food. Americans are so fat today, that this is not an irrational thing to ask from the stores when you sign a contract.

Also, creating a good relationship with other companies that sell dieting food that you don’t want to sell yourself is a plus: e.g. Dannon’s 60 calorie yoghurts, Splenta’s sweeteners, local veal and poultry houses, Kraft’s low-fat cheese etc. Adding these brands next to yours (on the same aisle), it would only help the cause of the producers and the stores’ because it would create an enlightenment to consumers who pass by. Having low-cal/low-fat products spread around throughout the store is not optimal for dieters. And dieters (occassional or not) in this country is a large population.

Besides, hopefully in a few months I will be the living proof that (healthy) low-calorie diets work. I have a mind for business, but soon enough I will have a body for… sin. There is no more effective marketing than marketing yourself, because you know yourself better than any product. ;-)

Post a comment »

Tom Dison wrote on August 3rd, 2006 at 5:08 AM PST:

I know I want a larger quantity if food than current diet foods offer with less calories. Who wouldn’t?

Rick wrote on August 3rd, 2006 at 8:53 AM PST:

Your doomed to failure if you base your business on what you think people need instead of what they want.

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