The concept of “healthy living” has lately become more and more popular among Romanians. We are all a little more concerned with what we eat, we read the labels of the products in the store before we put them in our basket, and we try to exercise every day, at least half an hour.
LifeBox has noticed this need of Romanians to have a healthy diet and, overall, a healthier lifestyle, and it has come up with the perfect solution for those who think their time doesn’t allow them to enjoy fresh food full of nutrients every day. We invite you to read the interview below:
1. How did you start this wonderful idea that gave rise to a unique project in Romania?
LifeBox was officially launched two years ago, even though the project had been thought about, prepared and documented one year before the launch. Indeed, we came across this concept abroad, and we realised that we need this kind of project in Romania, too. From getting the idea to implementing it, it took us about one year, when we documented about Romanians’ food consumption behaviour, and we learned what it actually means to have a correct diet. We have tested many ideas and we have built the right team.
LifeBox has three founding members, all of them experienced in the food industry and in online media. Personally, I was operations manager for an international chain of restaurants for 10 years, Radu Bălăceanu has an experience of more than five years in online food ordering, and Lukasz Kuzniar comes from Poland and is a food industry advisor.
***Florin Scarlat – Co-founder
In the picture: Florin Scarlat, Radu Bălăceanu, Lukasz Kuzniar
2. How does the public react to the concept of “healthy living” that you promote?
In recent years, we have noticed a growing interest in a healthy lifestyle, in all its forms, whether we are talking about diet, sport, or mindset, basically the sum of the habits we have and that reflect in our inner or outer well-being.
Our clients have become aware of the importance that a healthy diet has, which helps us get higher levels of energy, treat certain health problems, obtain a greater power of concentration. To all this, we add optimal immunity, as well as losing weight. The reasons why clients choose this eating style are varied: the desire to lose weight, insufficient time to cook 5 meals at home, or simply the desire to have a healthier lifestyle.
3. What is the profile of the LifeBox client?
We address everyone who wants to have a balance when it comes to their diet, who wants to eat healthier than they do now. We don’t sell diets, on the contrary – we want to change the idea that if you’re eating healthy you must be on a diet, and we offer a component of a healthy lifestyle, in addition to exercise, rest, etc.
Most of our clients are women (61%), the dominant age group being 24-35 years old. Around 54% of the LifeBox clients are recurring.
In principle, LifeBox addresses people aged between 24 and 44, who want to adopt a healthy lifestyle and who have above average income. More recently, we can say we have expanded our target group to include parents with children aged between 3 and 14, because since the month of June we have introduced in our offer the LifeBox Kids menu – the same solution for healthy food, but adapted to children’s needs. We have thought about this component from the very beginning, and we’re happy that this menu is finally available for orders.
4. How does a beginner when it comes to a healthy, balanced lifestyle know what menu fits them best?
No matter if you like meat or fish, if you’re a vegetarian, an amateur when it comes to exercise or a professional athlete, we offer you a varied menu rich in proteins, vitamins, minerals and antioxidants. To help those who can’t decide, we have Otilia and Victor, two cute characters that we find in GuideBox and who, based on a series of questions about your weight, height, eating style and goal, will recommend you the most suitable menu out of the 5 we have available: Optim, Vegan, Veggie Fish, Sport, Kids.
5. Where do you source your ingredients and products?
When it comes to the origin of our ingredients, we use quality products, which is one of our main goals. We also encourage local producers and we even have a few partnerships to this end. However, one of the problems we come across is that of supporting documents and approvals that we have to receive from them. Besides, the local production is small and, unfortunately, this affects a continuous collaboration, particularly when we’re talking about large quantities of products.
6. Tell us more about the prices and the way one can order. What should someone know before they make an order?
At the moment, we deliver in Bucharest, Cluj and Oradea, but we receive requests for other big cities that we hope to reach as soon as possible.
The purchase process is carried out 100% online. The client visits Lifebox.ro, chooses the type of menu they want and the delivery period they prefer, and make the order online. Orders are placed at least 48 hours ahead of the day of the delivery. This is where the magic in the kitchen starts, so that boxes can reach the client in the required interval. Deliveries are made every morning from 06:00 to 10:00, from Monday to Friday, and on Saturday we deliver in the interval 07:00 – 11:00, either at the office address, or at home.
The price of a LifeBox starts at 64 lei/day (Vegan, 1000 kcal) and can reach 100 lei/day for the Sport menu, in the 3000 kcal version. Prices vary according to the type of menu chosen, the number of calories and the period selected, with clients who wish to order for a longer period of time receiving certain discounts.
Each menu includes 3 main meals and 2 snacks, calculated for calories.
7. We have noticed you promote the concept of healthy lifestyle for children. Can parents order menus for their kids, too?
The first step should be that of becoming aware of the fact that a healthy, balanced child will become a strong, responsible adult. So, in spite of a messy schedule, the lack of time, or diverse eating preferences of the child, we must strive to give the proper attention to a correct diet: “LifeBox Kids menus have been created to meet this specific need, namely to enable the child’s healthy eating habits, with dishes created for their tastes and needs, offering parents the certainty of making the right choice”, said Florin Scarlat, LifeBox co-founder.
Derived from the most appreciated LifeBox menu - OptimBox, the special children’s menu includes three meals and two snacks, with a daily surprise that they will surely like. According to the child’s age and the number of kilocalories necessary, LifeBox Kids includes two types of menus: Junior, which has 1000 kcal – dedicated to children aged between 3 and 7, and Teen, for the age group 8-14, available in the 1500 kcal version.
We use foods with a low glycaemic index and rich in minerals, enzymes, phytonutrients and antioxidants to give them energy and immunity. In addition, menus aim to replace children’s disorganised meals and unhealthy snacks, ensuring their nutritional balance and sense of satiety throughout the day. Above all, we want to make them eat more vegetables.
8. Which are your recommendations for a healthy lifestyle?
Together with our nutritionist Anamaria Iulian we wrote an article on our website that contains 10 rules to keep in mind if we want to be healthy, of which we will mention 3 essential ones:
1) We are healthy if we keep two things in mind: a nutritionally correct diet and regular physical exercise, daily if possible. Physical exercise strengthens the immune system, reduces stress and depressive moods, promotes the assimilation of vitamins, minerals and proteins, and helps burn fat.
2) Balance your diet by diversifying it carefully. Eat a bit of everything. A little, but enough to get a slight sense of satiety. Refine your menu, including varied, appetising meals, prepared with joy and the curiosity to find out more about everything that is healthy.
3) Use the power of your mind to transform your body and your lifestyle. The right attitude that joins synergistically the mental and the emotional balance, as well as a healthy environment (familial, social, ecological) complements what we call the image of perfect health. The spiritual dimension can put our mind and body in harmony, offering us energy, mental clarity and emotional balance.
***Anamaria Iulian – clinical psychologist and psychotherapist specialised in child and family therapy
9. What do you expect from this project in the coming period?
If we think about the short term, then our future plans consist of launching new menus, so as to cover other important niches, but also improving the existing menus. In the long term, of course, we want to expand to new cities and to new business verticals.
Article images source: Arhivă LifeBox
Featured image source: foodrevolution.org