This Singaporean Founder Wants You to Skip Eating and Still Be Healthy
No time for lunch? Not a problem!
PHOTO CREDIT: Getty Images
A precious resource start-up founders can’t seem to get enough of is time. After all, how else can one juggle running a successful company and maintaining a healthy personal life at the same time?
Alvin Chong is proposing a solution: Lembas, a functional food alternative that is a “full meal in five minutes.” The meal-replacement drink, Chong explains, is designed to contain the nutrients and sustenance of a full meal.
“I love eating, but hated having to eat,” Chong shares. “I decided that functional food was the answer to a two-decade old problem, and poured all my time and resources for the past two and a half years into developing Lembas,” he adds.
Observing that many Asians are time-starved, Chong surmised that “functional foods” was the way to go. He defines the food group as food consumed for the purpose of personal sustenance sans social interaction or gastronomical pleasure. At present, he says, offerings in this category are frozen or microwaveable food from convenience stores, instant ramen, and the like.
The pleasures of eating aside, drinking something nutritious certainly beats eating fast food when you’re pressed for time.
Lembas is made of oats, soy, and coconut, which are natural ingredients that the body processes easily to obtain the nutrients it needs. Manufactured in Singapore, each pack of Lembas contains four full meals.
With Lembas, Chong wants to empower people to have more control over their time. “My personal goal is to inspire and enable others to do what they love. I hope that by saving people time from having to eat, they will use that time more effectively, pursuing their passions, and finding fulfillment,” he says.
Chong has bigger, more noble dreams. He hopes to grow Lembas to a scale where they can provide “nutritious meals to the poor and hungry in developing countries.”
“One third of the world is obese, and one third of the world is starving. That is unacceptable in this day and age, [especially] with the technology that is available to us. To be able to go to bed knowing that we’ve put a dent in world hunger—that is the greatest dream,” says Chong.