When Tama Brown identified a gap in the market for healthy fast food, he decided to do something about it.
Mr Brown, an architectural consultant, is the founder of Dunedin-based company Fitkitchen which focuses on creating "goal-focused" meals, which are available in supermarkets.
Meals are prepared daily, with every element weighed and assessed for its ability to enhance sport performance, muscle-building, fat loss, or even adhere to a paleo diet.
Mr Brown travelled often for work and said he found it difficult to find "convenient clean food" while staying in hotels and motels.
"I’d come back feeling fat and terrible," he said.
Other people mentioned the same thing so he decided to do something about it, firstly doing research and looking around the world at models and trends.
"We ... worked for months to build the meals to cater for different markets, with the help of nutritionists and by asking people in gyms, at the hospital and students what they wanted.
"It’s proved hugely popular with everyone from tradies to people working in offices who find it all too easy to opt for fast food on the go if there’s nothing else easily available," he said.
Rather than having the food delivered to the door, he wanted to see it in supermarkets.
Fitkitchen was launched at Centre City New World in Dunedin in September and recently expanded to Wakatipu New World in Queenstown.
Former Highlander and now personal fitness trainer Buxton "Bucky" Popoalii is the Fitkitchen brand ambassador.
"As a rugby player, I know that leading a healthy lifestyle involves more than just exercise — nutrition is key," he said.
The goal is to be nationwide by the end of the year. Mr Brown has already received investment inquiries.
An online ordering system is also planned.
