Habit

What Habit does

Habit Sağlıklı Gıda Ürünleri Sanayi ve Ticaret A.Ş. is a privately held Turkish healthy-food company founded in 2014 and headquartered in Seyrantepe, Kağıthane, Istanbul. It sells subscription-style meal packages designed around specific dietary frameworks — ketogenic, dairy-free ketogenic, intermittent-fasting keto, intermittent-fasting Mediterranean, vegan, fitness, single-meal office, personalized medical, and GLP-1 — alongside a line of flash-frozen meals (Donuk Yemekler) and clean-label snacks (Atıştırmalıklar). All products are positioned as gluten-free, additive-free, refined-sugar-free, prepared with organic chicken/eggs and cold-pressed olive oil. Distribution is via the company-owned e-commerce site (habit.com.tr), WhatsApp and phone sales, and direct cold-chain delivery — with frozen-meal delivery executed exclusively within Istanbul using Habit-owned vehicles maintaining -18°C.

The core technical differentiator is a blast-chiller (şok dondurma) infrastructure that freezes meals to -40°C immediately after cooking and stores them at -18°C, preserving nutritional content without preservatives. Underpinning the menu is the proprietary "Habit Beslenme Sistemi" — a branded nutrition system focused on gut microbiome restoration, hormonal/insulin balance via carb cycling, and cellular nutrition maximization. The company supplements delivery with free unlimited dietitian consultations, chef-prepared personalized menus for chronic conditions (PCOS, SIBO, IBS, allergies, pregnancy), and a B2B corporate training sub-brand called Habit Akademi.

Revenue is generated primarily through recurring subscription packages priced per day and per meal (₺279–₺730 per meal depending on plan), one-time frozen-meal purchases, B2B office bulk packages, B2B snack sales, and Habit Akademi corporate training fees. The customer base is dominated by health-conscious individual consumers plus a growing corporate/office channel, with five named individual testimonials and a 5.0 Google Reviews rating across 23 reviews. The company has no disclosed external funding, operates 11–50 employees, and has expanded its delivery footprint beyond Istanbul into Ankara.

Name

Habit

Legal name

Habit Sağlıklı Gıda Ürünleri Sanayi ve Ticaret A.Ş.

Website

https://habit.com.tr

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Habit is an Istanbul-based, privately held meal delivery company founded in 2014 that sells subscription meal packages (keto, vegan, fitness, personalized medical, GLP-1), flash-frozen meals, and clean-label snacks to health-conscious consumers and corporate offices across Turkey, supported by in-house dietitian consultations, proprietary blast-chiller cold-chain logistics, and the Habit Akademi corporate training sub-brand.

Ownership category

akta.pro rank

Product category

Healthy Meal Delivery

NAICS

Frozen Food Manufacturing (31141), Perishable Prepared Food Manufacturing (311991), Special Food Services (7223)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Special-Diet & Functional Prepared Meals (Keto, Vegan, Gluten-Free, Medical) (CRAHAJAG)

akta.pro secondary industries

Lifestyle & Habit Change Coaching (HSADAGAB), Freshly Made Grab-and-Go (Sandwiches, Wraps, Salads) (CRAHAKAA)

Keywords

• Healthy meal delivery
• Frozen ready meals
• Nutrition packages
• Corporate wellness programs
• Dietitian-supervised meals

Headquarters

HQ city

Istanbul

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Subscription-based Meal Plans (Beslenme Paketleri): Habit generates revenue primarily through recurring subscription-style meal packages sold on a per-day and per-meal basis. Packages range from 5 to 30 days and include 1 to 3 main meals plus optional snacks daily. The company delivers frozen and fresh meals to homes and offices, with frozen food delivery exclusively within Istanbul via their own vehicles.
2. Frozen Ready Meals (Donuk Yemekler): Sale of individual frozen meal products (e.g., Patlıcan Püreli Dana Kuşbaşı at ₺330, Sulu Köfte at ₺390) through the e-commerce website. Free shipping for orders ₺1,000 and above; ₺250 shipping fee for orders below ₺1,000.
3. Habit Atıştırmalıklar (Healthy Snacks): Sale of gluten-free, additive-free, refined sugar-free healthy snack products. These are sold to both individual consumers and corporate clients for office meetings and employee snack breaks.
4. Habit Akademi Eğitimleri (Online Education Platform): Habit Academy provides online and in-person training programs on nutrition, healthy living practices, body leadership, and mindfulness for corporate clients seeking to improve employee productivity and wellbeing.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Habit is a Turkish healthy food company that produces and delivers gluten-free, additive-free, and refined-sugar-free meal packages (keto, vegan, fitness, personalized, GLP-1, and office packages) along with frozen ready meals and clean-label snacks. The company operates its own production kitchen and cold-chain delivery fleet and pairs every package with unlimited dietitian consultation as part of its proprietary nutrition system.

Product overview

Habit is a Turkish meal delivery and nutrition platform that operates through three main service lines: (1) Habit Beslenme Paketleri — a portfolio of diet-focused meal delivery packages including the Ketojenik Paket, Süt Ürünsüz Ketojenik Paket, Aralıklı Oruç (IF) Ketojenik Paket, Vegan Beslenme Paketi, Aralıklı Oruç (IF) Özel Habit Paketi, Fitness Paketi, Özel Habit Diyeti, Tek Öğün Ofis Paketi, Kişiye Özel Beslenme Paketi, and GLP-1 Beslenme Paketi; (2) Habit Donuk Yemekler — a line of frozen meals flash-frozen at -40°C and delivered at -18°C in Istanbul; and (3) Habit Atıştırmalıklar — a line of clean-label snacks. All products share a common philosophy of being gluten-free, additive-free, and refined-sugar-free, prepared with organic chicken and eggs, and cold-pressed olive oil.

Differentiator

Problem solved

Functional benefit

Brands

• Habit Akademi: Online training platform offering education on nutrition, healthy living practices, body leadership, and mindfulness for corporate employee productivity.

Products and services

• Habit Ketojenik Paket (Habit Ketogenic Package) A ketogenic meal delivery package structured as 70% fat, 25% protein, and 5% carbohydrates to support ketosis. Consists of 3 daily meals delivered to homes and offices, with customizable duration options of 5 to 30 days and gender-specific plans.
• Habit Süt Ürünsüz Ketojenik Paket (Habit Dairy-Free Ketogenic Package) A dairy-free ketogenic meal package avoiding all dairy, gluten, processed fats, and additives, composed of 3 daily meals with customizable meal timing options for individuals following keto with gut microbiome focus.
• Habit Aralıklı Oruç (IF) Ketojenik Paket (Habit Intermittent Fasting Ketogenic Package) A 2-meal intermittent fasting variant of the ketogenic package, delivering the same macro distribution across 2 daily meals instead of 3, with options for morning-evening or lunch-dinner combinations.
• Habit Vegan Beslenme Paketi (Habit Vegan Nutrition Package) A fully plant-based, gluten-free nutrition delivery package providing approximately 60g of protein and 45g of fiber daily across 3 main meals and 2 snacks, prepared in an animal-product-free production line.
• Habit Aralıklı Oruç (IF) Özel Habit Paketi (Habit Intermittent Fasting Special Package) An intermittent fasting Mediterranean-style nutrition package with 2 main meals and 1 snack daily, using cyclical calorie distribution to support fat burning, delivered to homes and offices in Istanbul and Ankara.
• Habit Fitness Paketi (Habit Fitness Package) A fitness-oriented meal delivery package with three caloric options (1250, 1600, or 2300 kcal/day) and customizable meal frequency, designed for gym-goers and athletes needing macro-aligned nutrition.
• Habit Özel Habit Diyeti (Habit Special Diet) A Mediterranean-style nutrition package with cyclical calorie planning, designed to support fat burning while eliminating gluten, processed carbs, processed fats, MSG, nitrites, preservatives, and colorings. Starts at 3 main meals and 2 snacks.
• Habit Tek Öğün Ofis Paketi (Habit Single Meal Office Package) A weekday-only office meal delivery package providing single balanced meals containing protein, low-glycemic carbohydrates, and vegetable/garnish combinations, available for individual or group orders of 5+ people with custom pricing.
• Habit Donuk Yemekler (Habit Frozen Meals) A line of frozen ready meals including Cheddar Peynirli Köfte, Lahana Lazanya, Shepherds Pie, Beşamel Soslu Dana Kuşbaşı, Portekiz Usulü Organik Tavuk, Tavuk Provencale, Patlıcan Püreli Dana Kuşbaşı, and others. Flash-frozen at -40°C and delivered at -18°C exclusively within Istanbul.
• Habit Kişiye Özel Beslenme Paketi (Habit Personalized Nutrition Package) Fully personalized meal delivery prepared by a dedicated chef and dietitian team for individuals with chronic diseases, pregnancy, breastfeeding, histamine intolerance, SIBO, or specific food allergies and intolerances, prepared in a separate dedicated kitchen.
• Habit GLP-1 Beslenme Paketi (Habit GLP-1 Nutrition Package) A personalized nutrition package for individuals using GLP-1 agonist medications such as semaglutide, designed to prevent muscle loss, optimize fat loss, and maintain energy during weight management, including personalized meal plans, chef-prepared meals, exercise programs, and process education.
• Habit Atıştırmalıklar (Habit Snacks) Gluten-free, additive-free, refined-sugar-free snack products positioned as nutritious as a main meal, available for individual purchase alongside meal packages and popular for office meetings.
• Habit Akademi Eğitimleri (Habit Academy Training Programs) Online and in-person training programs on nutrition, healthy living practices, body leadership, and mindfulness for corporate clients seeking to improve employee productivity and wellbeing.

Quantifiable outcome

• One customer lost 4 kg during a Bootcamp program after having 40 kg of excess weight
• +2 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Thistle: US plant-based meal delivery service shipping chef-prepared, ready-to-eat lunches and dinners with optional snacks. Comparable to Habit on plant-forward SKU mix, gluten-free/additive-free positioning, and DTC subscription meal delivery with cold-chain logistics.
• Sun Basket: US-based healthy meal kit and prepared meal service offering organic, paleo, keto, vegan, and Mediterranean menus via subscription. Comparable to Habit on clean-ingredient subscription positioning and multi-diet menu architecture for health-conscious consumers.
• Sakara Life: US functional nutrition meal delivery brand offering chef-prepared, organic, plant-based meal programs positioned around hormonal balance, gut health, and weight management. Comparable to Habit on the wellness-system positioning, proprietary nutrition philosophy, and premium subscription pricing tier.
• Trifecta: US organic, prepared meal delivery service focused on paleo, keto, vegan, and clean-eating diets, sold primarily via subscription. Comparable to Habit on specialty-diet subscription positioning, organic ingredient sourcing, and macro-controlled packaged meals.
• Daily Harvest: US direct-to-consumer subscription brand delivering frozen, chef-crafted food (soups, bowls, snacks) with strong clean-ingredient positioning. Comparable to Habit on frozen cold-chain DTC model, gluten-free/additive-free philosophy, and snack-plus-meal product architecture.
• Factor (formerly Factor 75): US-based prepared meal delivery service (owned by HelloFresh) shipping heat-and-eat meals with calorie/macro-controlled options (keto, vegan, calorie-conscious) to consumer homes. Most directly comparable to Habit's subscription package model, frozen cold-chain delivery, and macro-segmented SKUs.
• Blue Apron: US meal kit subscription pioneer offering weekly recipe kits with pre-portioned ingredients. Comparable to Habit as a subscription-based meal delivery operator serving health-aware consumers, though Blue Apron uses a cook-it-yourself model rather than Habit's heat-and-eat approach.
• Cook Unity: US-based chef-prepared meal delivery service offering rotating menus from independent chefs with dietary filters. Comparable to Habit on direct-to-consumer subscription meal model, dedicated kitchen production, and personalization for dietary preferences.

Broad incumbents

• HelloFresh: Global meal kit and prepared meal leader serving tens of millions of customers across 18+ countries. Comparable to Habit as a subscription-based meal delivery business with multi-diet positioning, though its scale, brand breadth, and capital base are orders of magnitude larger and it competes across mass-market not specialized-diet niches.

Regional players

• Yemeksepeti: Turkey's leading online food ordering and delivery marketplace (owned by Delivery Hero). Relevant as a regional Turkish food delivery channel that owns consumer mindshare and could either compete with or serve as a distribution channel for Habit's prepared meals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/HabitTurkey
• LinkedInlinkedin.com/company/habit-tr
• Instagraminstagram.com/change_your_habit
• Facebookfacebook.com/changeyourhabit

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Habit