Feed. – The winning snack formula

  • 21/12/2017
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In France, the average food budget is €350 a month. This works out at €11.70 a day (1).

According to data sourced in 2016, people eating their lunches away from home, e.g. at the office, represents more than 50% of this budget, working out at €6.35 per day (2). In recent years the trend has seen this amount decrease as people are less willing to spend so much on often unhealthy and unbalanced meals (3).

This is where Feed. comes in. There is now the option to have a complete and nutritionally balanced meal for as little as €2.40. This could help people save up to €115 per month.

A win-win situation for all involved!

Studies by and Sofincope tell us that French people only have, on average, 22 minutes for their lunch break. In fact, 80% have a maximum of just 30 minutes. (1)(3).

An experiment conducted by Gira Conseil revealed the time spent buying lunch, that’s to say the elapsed time between leaving your office or place of work until payment, varied from between 10 minutes in quieter areas, to 15 minutes in busier towns and cities (2).

When this is deducted from the average 22 minute lunch break, we begin to realize that people only have a very short time to eat their lunch. This explains why more than 90% of people prioritize convenience, practicality and accessibility in their choice of food (4).

With its handy and easy to carry format, Feed. is revolutionising the lunch-break! Fitting around your schedule, providing you with more free-time, and even enabling you to take part in fitness activities, Feed. is the ideal solution for those who want high-quality and nutritionally balanced meals at a reasonable price.

Food Service Vision shows that 95% of people who look to purchase their lunch in restaurants, supermarkets or bakeries mention quality and value for money as being two of the most important criteria.

It is therefore clear that the consumer is not looking for just a low price meal; indeed they are also looking for something healthy and nutritionally balanced.

Over 50% of consumers are attracted by either a vegetarian or vegan options, and more than one third by a gluten-free option. Increasingly, there has been a rise in flexitarian tendencies as people look to reduce their consumption of red meat (5).

Feed. has positioned itself as a leading and visionary company for healthy snacking. No longer the need to read the small print on the ingredients and allergens list on the packaging of your usual snacks. Relax… Feed. is 100% vegan, gluten-free, lactose-free, and GM-free. Furthermore, we even have an organic range…

Since 2011, the French Agency for Food, Environmental and Occupational Health & Safety (ANSES) set the nutritional recommendations in terms of macronutrient distribution (carbohydrates, lipids, proteins and fibers) in the recommended dietary intake (RDI) (6). For an average adult, this distribution is 50% carbohydrates, 35% lipids and 15% protein.

It also recommends that the consumption of sugars (which includes glucose, fructose, and saccharose – and any syrup made with these elements) shouldn’t exceed 100g (7)(8) a day, whether it is added sugar or sugar naturally present in the ingredients. For other carbohydrates, ANSES advises people to look to consume foods with a low glycemic index. Saturated fatty acids must not represent more than 12% of the RDI (6) (that’s to say a third of the ingested lipids, or 20g). In addition, an adequate intake of fiber was set at 30g a day (9).

Finally, ANSES offered new recommendations in its 2017 reassessment concerning different food categories and their nutritional properties. We therefore saw the apparition of the new category of vegetables, whose consumption is encouraged, thanks to their density in micronutrients, in fiber, their high protein content and their low glycemic index. However, meat and dairy products categories don’t seem to benefit from definite positive effects any longer, with a reduction in animal protein intake even recommended (10) (11).

Snacking is a big problem. Often snacking takes place because the food consumed at meal times is insufficient in order to keep someone going until their next meal. Sandwiches, ready meals, crisps and even sweets are amongst the most popular snacks (1)(2)(4). A study targeting more than 50 products from 10 different retailers and different brands, distributed in different categories (ready-meals, sandwiches, salads, microwavable pasta and fast-food) was conducted to analyze the nutritional performance of these products and their benefits towards achieving a balanced diet, as is defined by ANSES.

The overall observation regarding the studied snacks is that there is a distinct lack of fiber in these products. Not one of them seems to cover more than 20% of the recommended intake (15% on average, that’s to say 4.5g) (12). It’s a long way off the recommended 30g. However a Feed. meal provides 10g of fiber and covers between 32% and 40% of the RDI. Each value varies depending on the recipe. The quality raw materials used are naturally rich in fiber; oat flour, yellow flaxseed or pea protein and help cover these requirements.

Regarding the distribution of the total energy intake, all categories of snacking foods, except microwavable pasta, have an unbalanced nutritional profile. It is largely in favor of lipids with much more than 35% of the total energy intake provided by lipids (12) (44% on average and up to 51% for quiches, pizzas… and salads! Yes, salads!).

Simultaneously, as the lipid content is far too high, there’s, as you might suspect, an excessive intake of saturated fatty acids (12)(6) due to the presence of poor quality butter or vegetable oils. This overdose of lipids in snacking products is detrimental to the carbohydrate intake that drops to 30-40% of the total energy intake, when it should in fact be closer to 50% (12)(6).

Feed. goes one step further by reducing the saturated fatty acids intake to 4% of the total energy intake, that’s to say 2.4g, way below the 20g that is authorized by food experts. Feed. also provides 1/3 of the recommended daily intake for vitamins and minerals, where usual snacking products are almost always without vitamins A, C, B9, D or calcium and magnesium.

The absence of fiber noted in traditional snacking products tells us how refined the flour used for the processing of sandwiches, pasta and other ready meals is. A high refining rate is often linked with a very high glycemic index. Therefore, the high-temperature moist cooking technological processes undergone by these products increases their potential to raise blood sugar levels (13).

However, it’s known today that a diet lacking fiber, or rich in foods that increases blood sugar levels, can lead to a number of metabolic disorders (14). At Feed., the flour, raw materials, fiber and plant based protein helps ensure a low glycemic index (27) for the entire meal. This leads to longer lasting and better health.

Finally, Feed. is a completely vegan meal. It therefore follows the 2017 recommendations provided by ANSES in terms of plant proteins and vegetables (10) as a minimum of 18g of proteins provided by a Feed. meal come from a combination of vegetables and cereals. Feed. is also gluten-free, lactose-free, and GM-free in order to provide all round better health.

Benjamin COSSAIS – Dietician & Nutritionist at Feed.



[1] Le Sofinscope – Baromètre opinion Way pour SOFINCO.

[2] Etude Indice Jambon Beurre par GIRA Conseil.

[3] Etude

[4] Etude “Paroles de Snackeurs” réalisée par Food Service Vision en 2015

[5] Etude KantarWorldpanel pour le MeatLab Charal

[6] Anses, Equilibre entre les macronutriments, Contribution des macronutriments à l’apport énergétique, Rapport d’expertise collective, 2016, 84 pages.

[7] Anses, Actualisation des repères du PNNS : établissement de recommandations d’apport en sucres, Avis de l’Anses, 2016, 22 pages.

[8] Anses, Actualisation des repères du PNNS : établissement de recommandations d’apport en sucres, Rapport d’expertise collective, 2016, 67 pages.

[9] Anses, Equilibre entre les macronutriments, Recommandations d’apport en fibres, Rapport, 2016, 37 pages.
[10] Anses, Actualisation des repères du PNNS : élaboration des références nutritionnelles, Avis de l’Anses, 2016, 66 pages.

[11] OMS&CIRC. Communiqué de presse n°240 : Le programme des Monographies du CIRC évalue la consommation de la viande rouge et des produits carnés transformés. 26 Octobre 2015

[12] Etude interne réalisée sur une cinquantaine de produis de snacking conventionnel et évaluant leurs adéquations nutritionnelles avec les recommandations de l’ANSES (répartition des contributions des macronutriments l’apport énergétique, pourcentages des valeurs nutritionnelles de références couvertes, apports en fibres, apport en acides gras saturés, etc)

[13] Brand-Miller, Jennie & L Nicholson, P & Thorburn, AW & Truswell, Arthur. (1986). Food processing and glycemic index. The American journal of clinical nutrition. 42. 1192-6.

[14] Øverby, Nina Cecilie et al. (2013) “Dietary fibre and the Glycemic Index: A Background Paper for the Nordic Nutrition Recommendations 2012.” Food & Nutrition Research 57: 10.3402.


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