With the unrelenting rise in the free from market, stemmed from increasing (real and perceived!) allergies and intolerances – is an ex City Banker already way ahead of the food industry and its future direction?
I’m actually quite interested in economics, especially health economics, and one day I would love to complete a course in this subject so I can make more sense of the opinions from different experts.
Anyway, I certainly know about food, as so it seems does ex city banker Markus Niemeier who has started his own food business called yoosli. Yoosli is an online muesli business which allows customers to choose exactly what goes into their cereal box which is then posted to their house; a bespoke muesli if you like.
Apparently Mr Niemeier got so pee’d off with removing raisins from his muesli, “I couldn’t find a healthy muesli without raisins in!”, he decided to make his own company to do this for him. Now most of us would probably buy separate ingredients i.e. oats, flakes, granola, dried fruit, nuts, seeds etc. and make our own tub of muesli but when you’re a city banker you think bigger than this!
My mocking aside I actually think it’s a great idea, if not a little expensive. Imagine walking into a restaurant and ordering exactly what you wanted…erm, a low FODMAP dinner for two please, so minus the onion, garlic and mushrooms, plus some peppers and cougettes and change the pasta to rice.
With people diets becoming increasingly fussy or restricted due to not being able to have certain foods usually always found in a recipe or packet (I’m thinking garlic & onion here) then allowing people to choose what goes into the meal in the first place is a pretty simple solution to overcome this.
I think Markus is ahead of the game here and I’m sure we will see more and more bespoke food ideas in the not too distant future.
So I’m sure you are all thinking have I tried yoosli? Actually yes. The website is interactive and fun, and it really does feel like a personalised shopping experience so bravo to the web designer, its super modern and ultra cool. We had a good look at all the options and found several FODMAP friendly options to choose from.
We decided on a mix ‘Banana Nutty Chocolately’, have a look at the picture for the ingredients:
A couple of days later it arrived through the door in this nice box.
Make sure you have a container to transfer into. You can always add more of your own ingredients to make it last longer and add more value to your purchase!
Personally I prefer the cereal mixes we make ourselves but it’s still a great idea. The choices we made to create our own cereal could have been better and we didn’t like the strange dried but sort of soft banana bits, plus you have the opportunity to add so many nice ingredients – its easy to forget they don’t all go together!
I can imagine yoosli haven’t heard of the low FODMAP diet but I think we’re almost certain they will find a market from those following the diet.
Right I’m off to see my bank manager about a loan for a new business venture…….
Related articles
- Low FODMAP Diet Updating – Week 9 (thehealthierthebetter.wordpress.com)
- The Low FODMAP Diet (sarahparfett.wordpress.com)
LeeMartinRD
Lee is a UK Registered Dietitian who worked as a researcher at King’s College London University researching the low FODMAP diet for irritable bowel syndrome (IBS). Previously Lee worked for the NHS with many years’ experience of treating IBS. Lee has run a popular blog www.rmdietetic.com on the low FODMAP diet since 2013 where you can learn all about his experiences of following the low FODMAP diet, find information on the research behind the diet, the practicalities of implementing the diet along with low FODMAP meal and baking recipes. This year Lee has published the first ever book dedicated to the reintroduction phase of the low FODMAP diet. More information on the book entitled ‘Re-challenging and Reintroducing FODMAPS: A self-help guide to the entire reintroduction phase of the low FODMAP diet’ can be found on the website www.reintroducingfodmaps.com
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