NOW PLAYING • 'Everyone wants mental admin taken away': Why a meal kit is not just food | Ryan Bridge TODAY
My Food Bag founder Nadia Lim on the mental load of deciding what to have for dinner each night, and how it can be unevenly shared. Video / Ryan Bridge TODAY
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Nadia Lim on why so many are outsourcing dinner decisions.
Dinner-time decision fatigue is driving more households toward meal kits, says My Food Bag co-founder Nadia Lim. Speaking on Herald NOW, Lim says the appeal isn’t just about convenience – it’s about removing the nightly mental load of deciding whatto cook, checking everyone’s preferences, and making sure the ingredients are on hand. “Someone can just take away 70% of that admin for you,” she says. My Food Bag is seeing growth in its customer base despite tougher economic conditions, with customers staying subscribed for longer periods. Lim puts that down to the service proving genuinely useful, and says the company has also expanded significantly since launch, now offering more than 30 weekly meal options, including gluten-free, calorie-controlled and family-friendly plans.
