Whitepaper - Mealbars™
Welcome to Mealbars! In this whitepaper we provide information about our products, our plans to create the future of food, and how we aim to reach a $1 billion valuation.
Learn about usIt’s crystal clear now, the world is in a severe health crisis. In the United States, over 73.6% of adults over 20 years old are either overweight or obese. In Europe this number is around 53%. The current food and health system is not equipped to fight this global health epidemic. On the contrary, it only seems to make it worse. With food getting more expensive, our lives getting busier and the food system working against us, the need for a solution is stronger than ever.
This is why we introduce Mealbars™, a research-backed, all-in-one food solution that is uniquely designed to improve health with the extra benefit of ultimate convenience. Our Mealbars™ increase nutrient absorption by up to 10-20% and help with portion control, weight management and satiety thanks to our chew block technology. We make our Mealbars™ from 100% real and natural ingredients and fortify them with micronutrients, enzymes and probiotics. Then we freeze dry this to create meals in a bar with a shelf life of 25-30 years in room temperature. This makes that you can always take a complete, healthy and nutritious meal anywhere you go, just slide it in your pocket.
And if that wasn’t enough, we also offer an AI-integrated Health Optimizer app, where customers can scan all their food intake to get personalized suggestion on what to eat. We connect our app-software with the software of other wearables that track performance and output. This provides a complete package to improve the health of our customers, and we call it ‘the future of food’.
In this whitepaper we provide information about our products, about our plans to redefine the way we eat food, and how we aim to reach a $1 billion valuation.
We have a dual business model, a physical one and digital one, which are complementary to each other, online-to-offline (O2O). Physically, we make and sell complete meals in a bar (Mealbars™). Digitally, we generate revenue from our AI-Health Optimizer app.
First, our Mealbars™ are completely science-backed. We focus on enhancing the bioavailability and bioaccessibility of the food, improving satiety and portion control to fight the current health epidemic, and just offer a general affordable food solution. The Mealbars are made from real natural food that is 100% freeze dried to give them a shelf life of up to 25-30 years at room temperature (if kept air-tight), which, apart from the convenience it provides, opens up a whole range of unique benefits. For example, with our production process we can increase the absorption rate of nutrients by 10-20% by having our customers just (naturally) chew more. We therefore pre-cut our bars in bite-size portions. This improves portion control, satiety and overall health. On top of that, we impregnate the food with probiotics, minerals and more (through, among others, osmotic dehydration), in our food fortification process. The unique texture of the bars also increases the surface area to which enzymes in the mouth start the digestion. We are even looking to work with universities to conduct our own clinical trial and patent (a part of) our production process. Mealbars are complete, healthy and nutrient meals of about 600 calories that you can bring anywhere you go. You don’t need a fridge, you can just slide it in your pocket. This creates ultimate convenience and offers a wide range of applications for our Mealbars. We can tap into several multi-billion dollar markets. We can not only serve individuals, but also target big B2B-clients, like NGOs that provide emergency relief food (UN World Food Programme), the military, or become a key supplier of space food in the next 5-10 years (the future of food). We can even compete with restaurants and delivery services.
Second, we create an AI-Health Optimizer app and ecosystem that offers our customers bar-suggestions based on their specific needs. We integrate with software from other wearables, performance trackers and lab results to really provide our customers with personalized advice. We will work with experts and certified specialists and companies, which can even conduct these offline tests. The app collects and analyzes data by people speaking or scanning their food intake in the app. We will reward them for putting their data through our ecosystem. The app has a freemium model, generating us additional revenue by increasing the CLV, in-app advertisements and premium subscriptions–and extra exposure to our products.
This dual business model provides our company with multiple stream of income and a solid asset-base. Both complement each other, which will bring us closer to our first big milestone.
Our goal is simple. We aim to reach a $1 billion valuation within 5 years (by 2030 year end).
With our Mealbars™ we work with the rule-of-10: serve 10 million customers worldwide, who each buy 10 Mealbars per year for an average of $10 per bar, with a profit margin of at least 10%. This will lead to $1 billion in sales with $100 million in profit. The hardest part would be to reach full-scale capacity. But once we do, we can optimize for profitability per bar and lower the cost on a relative basis, improving profit margin.
With our app, we strive to have 1-10 million engaged users per annum. This is not going to be a walk in the park, but in the case of our goal of having 10 million (active) customers/user, this app would potentially add $84-180 million of annual revenue, which accrues to $1-3 billion in added market value for the company. Although we keep our proprietary customer data private and secure, this is a valuable asset for outside investors, as companies often pay $50-200 per user. This could double or triple the company's valuation during a funding round or exit.
You can read more about it in our business model. From there, our goal is to produce a CAGR of 20% by expanding to more countries and branching out into different verticals, while also giving back to the community, being involved in charity, and investing in the ecosystem.
We are on a mission to redefine the way we eat food by creating a revolutionary food solution: a delicious, healthy and convenient meal in a bar that is affordable and accessible to all. It’s the future of food.
Our research-backed Mealbars™ are uniquely designed to have the ability to serve a wide range of customers, from health-aware individuals, busy professionals and travelers, to military personnel, NGOs and space agencies. Our vision is to create an all-in-one food solution that anyone can benefit from.
The Mealbar™ is a research-backed, all-in-one food solution made of 100% freeze dried, real natural food. The freeze dried food gives our bars a shelf life of 25-30 years in room temperate (when kept vacuum), and in combination with our unique design, our bars improve nutrient absorption, digestion and the feeling of saturation. Like the name suggests, it's a complete meal in a bar, finding itself in the apex of a protein bar and a meal-prep box.
Our first ‘Classic Mealbar™’ consists of 125g chicken, 100g rice and 125g vegetables (= 612 calories), with added micronutrients for health benefits and spices for flavor, and without any other additives, artificial sweeteners or GMOs. In our production process, we will use a soon-to-be-patented technique, which will enhance the health benefits and speed up the dehydration process. We start with the Classic Mealbar™, but in the future we'll definitely add variations of Mealbars™, such as mini-bars (snack), double-bars (share or bulk), or space bars, etc. This will also include bars that are customizable and tailored to customers specific needs.
First or all, our Mealbars™ stand out because we are actually creating a complete meal in a bar. Some companies claim to offer a meal in a bar or shake, but those lack the nutritional value to be called a proper meal. Mealbars™ offer of at least 600 healthy calories, wherever you go.
Secondly, unlike many other (protein) bars, our Mealbars™ are made from all real and natural ingredients, without any negative additives, artificial sweeteners or GMOs. This means our bars are mare from meats, grain, vegetables and other wholefood sources. We do, though, enhance our bars with added micronutrients and probiotics to increase the amount of health benefits to really make it into an all-in-one solution.
Thirdly, in our production process, which has never been used for a product like this, we add existing and soon-to-be-patented techniques to further enhance the nutrient composition of our bars. This involves elements in the dehydration process, as well as in the rehydration process.
Fourthly, the use of the freeze-drying technique adds, apart from the 30 years of shelf life, another interesting benefit. Research shows that freeze dried food has an added benefit of increased nutrient absorption and digestion. Drying at a low temperature by lyophilization preserves the enzymes in the food, making them more concentrated and easier for the body to absorb. The lack of moisture and high porosity of freeze dried food leads to less nutrient degradation and better bioaccessibility and digestion. The higher concentration of nutrients also means you'll feel fuller and have better portion control.
That leads into our fifth benefit, saturation. Freeze dried food naturally causes a better feeling of saturation. And to add to this, we pre-cut the bars into bite-size portions and let you chew more per bite. When you chew more, you increase the surface area for digestive enzymes to work on in the mouth, which can increase nutrient absorption by 10-20%. On top of that, research also shows that thorough chewing can help with weight management by increasing satiety signals to the brain.
There's countless other benefits, like being the ultimate convenience food for on the road, or the fact that you save time by not having to cook anymore. And even with all these benefits, it's more affordable than regular take-out or delivery meals, and they're absolutely delicious! Mealbars™ are the best food solution to optimize for health and productivity. And the fact that this has never been done before, makes it unique by nature. This gives us a huge edge in capturing this market, as long as we're quick.
Creating a nutritionally complete meal in a bar using freeze-drying involves multiple steps, from ingredient selection to processing, fortification, and final packaging. In short, this is what the process generally looks like.
1. Ingredient selection and preparation
2. Fortification with micronutrients and probiotics
3. Freeze drying process (lyophilization)
4. Bar formation process
5. Packaging and shelf-life optimization
Below is a structured framework outlining the entire process, including the scientific principles behind each stage. To protect ourselves from competitors, we won't go too deep into every detail of the process.
1. Ingredient selection and preparation
First, we select whole food ingredients that provide a balance of macronutrients (proteins, carbohydrates, and fats) and micronutrients (vitamins and minerals).
For proteins we choose for lean meats (e.g. chicken, beef, fish) or plant-based sources (e.g. soy, lentils, chickpeas). For carbohydrates we choose whole grains (e.g. brown rice, quinoa, oats) for fiber and sustained energy. In the case the we add fats, we choose nuts, seeds or healthy oils (e.g. flaxseed, olive oil, coconut). As for vegetables, we choose a mix of different ingredients to offer a multitude of vitamins and minerals.
To be able to utilize the ingredients for our bars, we have to prepare them properly. Meats (and grains) are cooked to kill bacteria and to improve digestibility and nutrient bioavailability. Here also add herbs and spices to provide our bars with a tasty flavor. Other ingredients don't need special preparation. Though, to ensure even freeze drying, we cut the ingredients in uniform sizes. And before we (pre-)freeze the ingredients, we fortify them with micronutrients.
2. Fortification with micronutrients and probiotics
The next step is to enhance the bar’s nutritional value by adding vitamins, minerals, and probiotics to support digestion and immunity.
We fortify the ingredients with vitamins and minerals (e.g. B vitamins, vitamin D, iron, calcium, magnesium) and use chelated minerals for better absorption. Additionally, we add probiotics to boost gut health, as well as prebiotic fibers to support probiotic survival.
What is unique to our production process, is that we make use of ultrasound-assisted osmotic dehydration to better prepare the ingredients for the actual freeze drying. This has several benefits. The ultrasound-assisted osmotic dehydration (UAOD) increased the water loss, soluble solids gain, effective moisture diffusivity, and dehydration capacity. The UAOD treatment it can be used to shorten the processing time before various drying techniques, and provides a higher rehydration capacity. After the ingredients have been fortified and enriched, we pre-freeze them for the next step in the process, actual the freeze drying.
3. Freeze drying process (lyophilization)
Once the pre-treatment is done, the ingredients are ready to be completely freeze dried. In the process moisture is removed while preserving nutrients, texture, and taste.
The process of freeze drying consists of multiple phases and steps. The ingredients are pre-frozen when they are loaded into the freeze dryer. Then the pressure in the chamber will be lowered to induce sublimation, or primary drying. This is where ice crystals within the food convert directly from solid to gas under a vacuum, preventing heat damage. Then the temperature is gradually increased to remove residual moisture during the secondary drying. The final moisture content is below 5%, ensuring stability and extended shelf life.
A freeze-drying cycle usually takes about 20-40 hours, but retaining up to 97% of nutrients compared to conventional drying methods. By pre-treating our ingredient with ultrasound-assisted osmotic dehydration, we shorten this drying cycle.
4. Bar formation process
Next, we need to convert the freeze-dried, micronutrient-fortified ingredients into a compact, bar-sized meal.
In creating the bar we can choose multiple paths. For example, we can freeze-dry the ingredients in an already bar-sized form, but this poses the risk of not all the moisture being removed from the ingredients. The ingredients come out the freeze-dryer in the size we cut them before pre-treating them with micronutrients. After freeze-drying we can either leave them in this size as much as possible to resemble the texture of the actual food, or we can turn the freeze-dried food into a fine powder or small flakes for uniform texture. This last option allows us to use natural and extra healthy binders to hold the ingredients together.
Finally, we compress the mixture in bar-molds and allow it to set.
5. Packaging and shelf-life optimization
Lastly, to ensure the long-term stability, convenience, and protection from moisture and oxidation, it's essential to properly package the Mealbars™.
We wrap our bars with two layers of wrappers. The first layer is a paper wrapper to protect it from microplastics entering the bar from the second layer. The second layer is a moisture-resistant wrapper, which we vacuum-seal to prevent oxidation and microbial growth due to oxygen or moisture entering the bar. To benefit from the extended shelf-life of up to 25 years, the packaged bars need to be stored and distributed in cool, dry conditions. Once the wrapper has been opened, the protection-effect disappears and the food has to be eaten.
The business has two clear elements. The main business is clearly selling the physical Mealbars™. On top of that, we aim to create digital ecosystem and app (freemium), which generates cashflow through subscriptions and in-app purchases, and adds value to the $MBFF-utility tokens as that can be exchanged for access to the ecosystem, discounts and other cool features.
Regarding the Mealbars™, the following is what we can share about the business model and future profitability. Naturally, we want to keep costs as low as possible and revenue as high as possible. To keep track of our profitability, the leading KPI we use to track this is: revenue, cost and profit per bar. Revenue comes from price times amount of sales, in the cost we incorporate everything, from production, to distribution, to marketing, etc. The difference is our profit (per bar).
An example:
Our business has several advantages over regular food or supplement businesses. First, we only sell one product (or one product category), which helps us scale with greater ease. Second, our product has an incredibly long shelf life (up to 30 years) before it expires, which, in combination with the ergonomic shape of our product, means we have very low overhead and logistic cost. And although we are based in the United States, we can keep production cost, such as ingredients, their fortification, the production facility, labor and energy, relatively low. This leaves us with enough investable margin for promotion and Research & Development (R&D), to capture and maintain market share, and to sustain our quick-to-market approach.
To reach this goal, we need to have: 10 million customers who buy 10 Mealbars™ per year for $10 per bar = $1 billion in sales. If we use the metrics from the example above, this would amount to $100 million in annual profit. And once we reach full-scale capacity and scale up our production and sales, the relative cost of each bar decreases, providing a bigger profit margin. To reach this stage of full-scale capacity and to really capitalize on our business model, we do need to make the necessary investments in research, development, production facilities and the supply chain.
In addition to our Mealbars™, we will create our own AI-integrated Mealbars™-app that helps customers to manage their food intake by scanning a QR-code on the wrapper. Our software will connect with performance trackers like Oura or Whoop that track their output, so they can easily discover what their recommended intake should be. Our AI-software will recognize patterns and give the most optimal suggestions so our customers can improve dietary habits.
This app opens up a whole different vertical that adds value to the business. Firstly because we can increase the CLV by offering the right suggestions, secondly by charging a subscription fee for the premium version, and thirdly by collecting engagement rich-data. Our proprietary data-set stays private and secured, but this is of great value for outside investors. Companies often pay $50-200 per user. This could double or triple the company's valuation in a funding round or exit.
In the case of our goal of having 10 million customers, having this app would potentially result in $84-180 million of additional annual revenue, which accrues $1-3 billion in market value for the company. This app will also be the place where we build our Future-of-Food-ecosystem, where customers can exchange $MBFF-tokens for products, discounts and other unique benefits.
For more information on our future plans, you can check out our roadmap.
The modern world is facing an alarming health crisis, driven by poor dietary habits, food insecurity, and inefficiencies in food supply chains. Obesity, malnutrition, and chronic diseases such as diabetes and cardiovascular conditions are at all-time highs, exacerbated by the widespread availability of ultra-processed, nutrient-deficient foods. At the same time, food scarcity and supply chain disruptions continue to threaten global food security, making access to healthy, balanced meals a privilege rather than a norm. In this context, there is an urgent need for a convenient, nutritionally complete solution that can help bridge the gap between health and accessibility.
One of the biggest challenges today is the prevalence of unhealthy eating habits. Fast food and highly processed snacks have become dietary staples for millions, primarily due to their convenience and affordability. However, these foods often lack essential nutrients while being high in sugars, unhealthy fats, and artificial additives. As a result, metabolic disorders, obesity, and lifestyle-related diseases are on the rise, placing an immense burden on healthcare systems worldwide. At the same time, undernutrition remains a severe issue, particularly in lower-income populations and food-insecure regions, where access to nutrient-rich foods is limited.
Despite growing awareness of these issues, existing solutions have largely failed to make a meaningful impact. Diet trends come and go, often promoting restrictive or unsustainable eating habits rather than long-term, practical changes. Meal replacement shakes and supplements, while useful for some, can be inconvenient, unappetizing, or lack the complete nutrition found in whole foods. Government initiatives promoting healthier eating often struggle to overcome economic barriers, as nutritious foods remain expensive and less accessible than processed alternatives. Meanwhile, food aid programs are frequently hampered by logistical challenges, supply chain inefficiencies, and limited funding, preventing consistent access to high-quality nutrition for those who need it most.
A solution to these problems lies in the development of a complete, nutritionally balanced meal in a bar-sized format. Such a product could offer the essential macronutrients, vitamins, and minerals needed for optimal health while being highly portable and accessible. A well-formulated bar could replace an entire meal, providing busy professionals, athletes, and individuals in food-scarce regions with a reliable and healthy alternative to processed fast food. By ensuring long shelf life and ease of distribution, a complete meal bar could also help mitigate food waste and supply chain inefficiencies, making it a viable solution for both developed and developing markets.
As the global food landscape continues to evolve, innovation in nutrition is crucial. A healthy meal in a bar represents not just a convenient food option but a potential revolution in how we address modern health and food security challenges. By integrating science-backed nutrition with sustainable sourcing and production, such a solution could pave the way for a healthier, more resilient future.
We're not exaggerating when we say our products can reach 1 billion people worldwide, or even more, in different capacities. Awareness around health is rising globally, and with a around 600 million people being obese or overweight in Europe and the United States alone, this is one of the biggest markets we can tap into.
Additionally, our Mealbars™ are the ideal travel food, for people who want a healthy meal on the road in the plane, or just want to enjoy the convenience of a healthy meal while they are away from home. Of the population of the Western world, which is around 1 billion people, each person flies 2.56 times on average per year, amounting to a potential 2.56 billion buying opportunities.
Another big market to tap into is the global food assistance. The United Nations Office for the Coordination of Humanitarian Affairs (OCHA) estimates a total of 307.6 million people in need around the globe.
- Boost the health and productivity of individuals with a busy lifestyle;
- Provide disaster and emergency relief food that hardly expires to NGOs;
- Give travelers the healthiest and most affordable travel food;
- Supply space agencies with freeze dried meals for their astronauts;
- Create the ultimate doomsday-prep food;
- Offer nutrient-dense provisions to military personnel for training or missions as meals-ready-to-eat.
As per the current market research conducted by CMI Team, the global prepared Food market is expected to record a CAGR of 5.7% from 2025 to 2032. In 2025, the market size is projected to reach a valuation of $149.90 billion. By 2032, the valuation is anticipated to reach $215.91 Billion.
With around 60% of the people in the Western world being either obese or overweight, the call for a health revolution is louder than ever. The market for healthy foods and supplements is enormous, and growing at a rapid pace. The global natural health supplement market is currently estimated at $58 billion in 2024 and is projected to reach a size 2034, expanding at a CAGR (compounded annual growth rate) of 7.6% between 2024 and 2034.
The key drivers for this growth are individuals who seek to improve their health, consumer who are moving away from synthetic foods and drugs, an aging population aiming to extend their life in the healthiest possible way, and just the fact that information about health is more accessible, including the ease of purchasing health solutions through online platforms. This trend is nowhere from slower down.
Due to ongoing conflicts, displacement crises, increasing climate-related disasters and a rising global food insecurity exacerbated by economic instability and supply chain disruptions, the market for global food assistance expected to grow at a CAGR 5-7%. The United Nations Office for the Coordination of Humanitarian Affairs requires a total of $44.7 billion of funding for global humanitarian aid in 2025. In previous years it spent $25 billion on average per year.
One of the largest providers of emergency food aid, The World Food Programme of the United Nations (WFP), requires $16.9 billion in 2025 for food aid, which would allow us to reach 123 million of the most vulnerable food-insecure people globally. OF this, $12.6 billion is destined for emergency response. Their areas of focus are:
Mealbars™ are the healthiest and most affordable travel food. You can take them on a hike, on a day out, or when you're away from home for a while. But let us zoom in on a market where Mealbars™ can really make a dent: as airport and airplane food. This is usually twice as expensive, and not as healthy as they might appear. Due to the high cost and poor quality, the demand for the bring-your-own-food (BYOF) idea is gradually increasing, impacting both the global airport quick-service restaurant market (QSR) and the in-flight meal and catering market.
Global airport quick-service restaurants market (QSR)
The global airport quick-service restaurant market (QSR) was valued at $174.4 billion in 2023. Growing at a CAGR of 3,78%, this market is expected to reach $252.8 billion by 2033. This does include beverages, fast food and other catering expenses, but this is a big enough market to capture share from, especially while airport food is so expensive.
In-flight catering
The in-flight catering marketing is expected to grow from $17.8 billion in 2023 to $30.2 billion by the end of 2033. This represents a CAGR of 5.4% over the next ten years. With in-flight meals hardly being healthy, people that want to bring their own food will only increase.
As air transportation becomes cheaper and easier, the market for (air) travel food grows with it.
Space travel and exploration is going to happen. This trend will only grow bigger as more attention is going towards this subject. SpaceX has already created reusable rockets, which opens up the possibility of commercial space travel. Apart from that, more money will flow to this market to fund and fuel this new (inter)galactic frontier.
Astronauts primarily eat freeze dried food, to which out product provides the perfect solution. While still a small market with just $611 million in value in 2023, this is estimated to grow at a CAGR of 11.84%, projected to be $1.34 billion in 2030. Given the current enthusiasm around this subject, this seems like a low estimate. This could become the next market where everything revolves around, a space race in the new frontier.
Given the current global circumstances, it shouldn't surprise anyone that doomsday prepping, or as we call it the 'emergency food market' or 'long term food storage market', is becoming more mainstream.
The foundation of our product rests on science and our ability to leverage this science into creating our solution. Apart from the general health and convenience benefits our Mealbars™ provide, using a technique like freeze drying, in combination with osmotic dehydration to fortify our food with micronutrients and probiotics, offers great additional benefits.
In addition to the overall benefits this healthy and convenient meal, packed with micronutrients, provides, there are three key benefits that make our product unique.
1. Freeze drying increases bioaccessibility and bioavailability
Freeze drying enhances bioaccessibility and bioavailability through several mechanisms, supported by scientific research. Bioaccessibility refers to the portion of a substance that's released from the food matrix into the digestive tract and thus becomes available for absorption. Bioavailability is the proportion of the nutrient or compound that is actually absorbed and utilized by the body.
The first mechanism is that freeze drying preserves the structure of (heat sensitive) bioactive compounds like vitamins better than other preservation methods, because it doesn't involve heat. If these compounds remain intact, they would be more bioaccessible because they aren't broken down before ingestion.
Second, the highly porous structure of freeze-dried materials enhances dissolution and enzyme access during digestion. This porosity increases the surface area, making it easier for digestive enzymes in the saliva to access the compounds, thereby enhancing their release and absorption. The porous structure also allows for better rehydration and dispersion in the digestive fluids (stomach), leading to more efficient extraction of nutrients.
Thirdly, freeze drying can convert crystalline compounds into amorphous states with higher solubility, making them more soluble. If a compound is more soluble, it is easier for the body to absorb the nutrients.
The fourth mechanic through which freeze drying increases bioavailability is that compounds and probiotics encapsulated using freeze-drying survived digestion better, enhancing bioavailability. Freeze-drying stabilizes compounds via encapsulation, protecting them during digestion.
2. Freeze dried food enhances saturation and satiety, which improves weight management
Freeze-drying removes the water content from foods, concentrating the nutrients, including fiber, protein, and fats, which are all known to contribute to feelings of fullness. Even though the water is removed, the food can still retain some of its original volume due to the structure preserved by freeze-drying. When rehydrated, this can give the sensation of consuming more than you actually are, psychologically contributing to fullness. Freeze-drying preserves the flavor of foods better than other drying methods, which can lead to a more satisfying eating experience. Some freeze-dried foods, particularly those with a lower glycemic index, can help stabilize blood sugar levels, avoiding spikes and crashes that might lead to hunger shortly after eating. Freeze-dried foods are often pre-portioned, which can help with managing how much one eats, aiding in weight control and the feeling of fullness. This leads into the last benefit.
Better chewing leads to a 10-20% increase in nutrient absorption and digestion, and controls intake.
Research backing our product
To prove the validity of our claims, we will conduct a clinical trial in collaboration with universities and/or research teams, as soon as we're able to fund this.
Currently we do not hold any patents. In our production process we utilize proprietary technique, which have not been used before in this way. There is room to file one or multiple patents to shield off our production technique from competitors.
The company starts with a clear 3-5 year strategy to reach our goal of $1 billion valuation. In this process we divided our journey in four phases: start, build, grow and scale. Each phase represents a clear growth-stage of the company, with clear objectives and milestones. Given our early stage, we don't want to provide too much direction to protect us from competitors. However, this concept possesses enough complexity for others to just copy. Therefore, we will provide our general roadmap and areas of focus within each phase.
Before we officially launch, there are some steps that need to be taken in order to set us up for a successful launch of the product. In this stage we focus on the legal works, like incorporating in the US, complying to regulations and apply for patents. Here we also start buying freeze dryers and production ingredients to begin experimenting and create the product. Pretty soon after we hit an MVP, we can start selling this product to generate feedback and keep improving it. This results in launching the webshop, starting marketing and partner with B2B-clients, which also opens up the possibility of applying for equity-free funding from the UN World Food Programme. This will transition us into the build-phase.
Key objectives we want to achieve in this phase:
• Launch website and webshop
• Incorporate and comply with regulations
• Create and launch Mealbars™
• Patent our proprietary production process
• Apply for and receive (additional) funding
• Partner with B2B-clients
• Start marketing
As we start generating revenue and receive (more) funding, it's time to increase the production capacity. First we build out our current facility, while also expanding to an industrial scale one. In this phase we build a (full time) team and add nutrition M.D.s with specific scientific degrees to the team. Here we also start building the Mealbars™-app, and launch this together with the ecosystem. We increase marketing, start conducting our own clinical trials to add authority and proof to our product and company, and start to capture the B2C-market in the United States. This brings us to the next phase.
Key objectives we want to achieve in this phase:
• Build the team, adding doctors, nutrition specialists, advisors and other experts
• Build and launch the AI-Health Optimizer app
• Build industrial production facility
• Conduct our own clinical trials
• Increase marketing efforts
• Capture the B2C-market in the US
In the grow-phase, we do more of what works, and do it better. We grow the team to in-house departments, grow the user base and ecosystem, increase partnerships, do sponsorship, and optimize our logistics and supply chain. Here we have room to add variations of Mealbars™ and start to expand internationally, while also getting involved in charity. This skyrockets us to the next phase, where we really start to scale.
Key objectives we want to achieve in this phase:
• Grow the team
• Grow the online ecosystem
• Grow the assortment with new variations
• Increase partnerships and do sponsorship
• Optimize supply chain and logistics
• Start selling internationally
• Start doing charity efforts
In this phase we reach full-scale capacity, optimizing our supply chain domestic and internationally. We've captured the global market and became an established brand. This is also where we achieve our goal of reaching a $1 billion valuation. Here we start to look for new markets to capture, for example the one for space food, and other elements that are valuable for the ecosystem. This allows us to scale even further.
Key objectives we want to achieve in the phase:
• Reach full-scale capacity
• Capture global market
• Create space bars and supply space agencies
• Achieve $1 billion valuation
• Beyond...
What happens next is yet too unknown, as looking past this phase (3-5 years ahead), the market can be changed. We will adjust our course where needed to achieve our goal. For a dynamic overview of achieved milestones or changes in direction, check out our roadmap.
Mealbars™ is founded by Stefan Kneppers and Matthew Arnett. This company finds itself at the apex of our fields or expertise. Although none of us holds a degree in this particular field, we are well-equipped to successfully run this company. We will make right hires for crucial position to rapidly expand our team.
Stefan (CEO & CMO) holds to Law Degree, is an investor and trader, has set up a company in finance and written a book called 'Trendtrading' (Dutch). Stefan is a Mens Physique athlete, has over a decade of experience in fitness and dieting, and has a relentless passion for health and nutrition efficiency.
Matthew (CPO & CBD) is a successful tech- and blockchain entrepreneur, who has founded multiple business, including a 9-figure business in China, and is now pursuing his passion and hobby in food science.
Mealbars™ incorporates in Delaware, United States as a LLC, although it is always exploring other states that offer more corporate benefits. Incorporating and operating the company in the United States provides benefits for both the production process, as well as for the sales process.
General regulation make it attractive to operate a business in the United States, and for our company particular, the United States offers a lot of benefits. For example, the ingredients for our bars are relatively cheap, leasing a production facility and warehouse is easy and affordable, and energy is fairly cheap. On top of that, the United States offers one of the best markets to sell our product, and if we are close to ports on the East and West coast, we can easily ship our products to Europe and Asia. Producing and selling in the United States also helps with complying to food regulations, and we're not subject to tariffs.
In our business plan to introduce a new chicken, rice, and vegetable product, we acknowledge the critical importance of regulatory compliance. Here's how we plan to ensure our product meets all necessary standards:
USDA Compliance: Since our product includes chicken, it will be produced under the supervision of the USDA's Food Safety and Inspection Service (FSIS). We will ensure our production facility is USDA-inspected, and all products will bear proper labels with ingredient lists, net weight, manufacturer details, and safe handling instructions as required.
FDA Regulations: For the rice and vegetable components, we will adhere to FDA labeling standards, including providing a Nutrition Facts label and listing all ingredients accurately. We are prepared to implement HACCP plans to address food safety hazards and comply with FSMA's Produce Safety Rule if we source our own vegetables.
Labeling and Standards: We understand the need for clear, accurate labeling that reflects the true nature of our product. We will comply with any relevant standards of identity or ensure our product's name correctly describes its composition.
Allergen Awareness: We will clearly declare any major food allergens present in our product to protect consumers with allergies.
Organic Certification: Should our product be marketed as organic, we will pursue certification from the USDA's National Organic Program, ensuring all ingredients meet organic standards.
Facility Registration: Our production facilities will be registered with both the USDA and FDA, maintaining compliance through regular inspections and adherence to good manufacturing practices.
Import Compliance: If any ingredients are imported, we will follow FDA import regulations, including prior notice and facility registration.
State-Specific Regulations: We will also ensure compliance with local state regulations where applicable, covering additional food safety and labeling requirements.
By proactively engaging with regulatory experts and staying updated with the latest regulatory changes, we commit to not only meeting but exceeding the standards set by these agencies. This approach safeguards consumer health, ensures legal compliance, and builds trust in our brand.
Bringing freeze-dried complete Mealbars™ to market present several risks and challenges across different areas, including regulatory compliance, production scalability, consumer acceptance, and supply chain management.
With creating a food product, there is naturally risks involved.
• People getting sick because of our product, or worse.
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In addition to the risks, there are several challenges we have to overcome.
• Staying ahead of (better-funded) competitors that jump onto this market.
• Scaling up the business and production, while maintaining consistent growth and without overextending ourselves.
Mealbars™ have the potential to redefine the way we eat food. It's the convenient, all-in-one food solution that can solve the global health epidemic and world hunger at the same time. And not only that, it's the future of food as humanity is about to open up a new frontier in space with an age of space travel and exploration.
Our uniquely designed, research-backed bars have unlimited applications. With this one product, we're tapping into several multi-billion dollar markets, of not trillions, providing the product massive scalability. Together with AI-Health Optimizer app, this dual online-to-offline business model can easily reach a $1 billion valuation within 5 years. A win-win for everyone.
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