Meal replacement startup Sustenance is shaking up the meal shakes industry in Singapore and APAC

HONG KONG SAR – Media OutReach – 21 May 2021 – Gautam Param and Leon Chen started meal replacement company Sustenance to solve this key issue that most of us are facing – “I wanted a simple way to eat healthy without putting my diet at the center of my life. I didn’t like other options in the market, they had lots of artificial junk and were too far away from nature to be considered an actual meal.”

Sustenance’s extra-rich cacao shakes

Noting this gap in the market, the duo wanted
to offer people with minimally processed products that use real food
ingredients from premium suppliers. Their products contain plenty of protein
and fiber and minimal bad stuff like saturated fat and artificial junk.

“The idea behind
Sustenance is simple — we want to make it simple and painless for people to
eat healthy. We want to empower people to lead healthy, disease-free lives
without having to put diets at the centre of their lives,” said Gautam.

Gautam added that Sustenance is suitable for
time-starved people like busy workers who prefer quick, yet healthy meals.
There are also some who turn to Sustenance to incorporate it as part of their
diet to lose weight.

The winning factor of Sustenance over a
conventional meal is its convenience. If you are short on time, can’t find
affordable options or healthy food around you, then Sustenance’s meal shakes
make a good alternative to unhealthy food.

“Science has
established that consistently eating healthy is a behavioural problem, not a
knowledge problem. People know what eating healthy means, but they struggle
with doing it consistently in the long run because of the hassle.”

“Nobody wants to
spend their lunch break queuing (up for food), spend a bomb eating grain bowls
every day, or spend an hour cooking and cleaning up during weekdays. If we can reduce
the friction to eating healthier, many people would eat healthier more
consistently.”

This is the unique proposition of meal
replacements – they serve as a “backup option” that is readily available
anytime, anywhere.

Most of their customers started out as
non-believers who never tried any meal replacements before. However, after buying
and trying their products, they instantly became converts.

“These people who were initially on the fence
end up being regular customers and making many repeat purchases. They would
then recommend it to their family and friends — this is our main source of
growth.”

Its pool of customers has grown to several
thousands over the past 12 months, and its products are rated 4.9 out of 5.0 stars
across hundreds of reviews on Google and Facebook. Many of these reviews talk
about the unexpected deliciousness of the shakes despite its green appearance,
and how filling they are.

The company has grown by more than six times
in 2020 and started selling in Hong Kong and Australia in March 2021. They plan
on entering two more markets by the end of 2021.

#Sustenance