Be Fit Food

What Be Fit Food does

Be Fit Food Pty Ltd (ABN 14 294 903 397) is an Australian health-focused meal delivery company founded in 2015 by Accredited Practising Dietitian and Exercise Physiologist Kate Save and bariatric surgeon Dr. Geoffrey Draper, headquartered on the Mornington Peninsula, Victoria. The company designs, produces, and delivers snap-frozen, portion-controlled meals under structured programs targeting weight loss and condition-specific nutrition (including diabetes and menopause), with clinical evidence generated through a partnership with CSIRO. The product line combines dietitian-designed recipes with portion-controlled calorie targets, distributed via direct-to-consumer e-commerce, 750+ Woolworths stores nationwide, Chemist Warehouse, and other pharmacy channels, reaching approximately 70% of Australian postcodes.

The business operates a multi-channel go-to-market combining subscription-based 12-week weight loss programs, single-meal retail purchases through grocery and pharmacy distribution, and institutional channels including NDIS registration and partial reimbursement through major Australian health insurers (HCF, Bupa, Medibank, NIB). Pricing is anchored to per-meal and per-program structures, with the meal-delivery subscription creating recurring revenue and the retail channel driving volume. Be Fit Food has served 50,000+ customers and sold over 3 million meals across its operating history.

In May 2023, Kate Save completed a buyout to become sole owner, and the company has since downscaled headcount from a peak of 63 employees to approximately 15-17, indicating a deliberate restructuring toward sustainable unit economics following the post-Shark Tank demand surge. The company has raised approximately $692K AUD total funding including a Birchal crowdfunding round in October 2023. Founder credibility, CSIRO partnership evidence, NDIS accreditation, and national retail distribution form the core differentiation versus generic meal kit competitors, though the company does not operate proprietary AI or technology infrastructure, relying instead on dietitian expertise and integrations with third-party health-tech platforms (Vively, Microba, MyDNA, Bodymapp).

Name

Be Fit Food

Legal name

Be Fit Food Pty Ltd

Website

https://befitfood.com.au

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Be Fit Food is an Australian dietitian-designed meal delivery company founded in 2015 by Kate Save and Dr. Geoffrey Draper, serving health-conscious consumers, NDIS participants, and patients needing clinically supervised nutrition through direct-to-consumer programs, Woolworths, and pharmacy channels.

Ownership category

akta.pro rank

Product category

Weight Loss Meal Delivery

NAICS

Frozen Specialty Food Manufacturing (311412)

SIC

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

akta.pro primary industry

Prepared Meal Subscriptions (Chef-Prepared, Recurring) (CRAHAJAD)

akta.pro secondary industries

Special-Diet & Functional Prepared Meals (Keto, Vegan, Gluten-Free, Medical) (CRAHAJAG), Meal Preparation, Nutrition Support & Feeding Assistance (HLADAGAD)

Keywords

• Weight loss meal delivery
• Dietitian-designed meals
• Snap-frozen ready meals
• Low carb nutrition programs
• NDIS meal provider

Headquarters

HQ city

Mornington

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Individual Meal Sales: Direct sale of individual snap-frozen meals priced at approximately $14.95 each, with bundle deals from $8.71 per meal. Customers can purchase meals a la carte without subscribing to programs.
2. Structured Weight Loss Programs: Pre-structured meal programs including 7-Day Be Rapid Program (~$224.95), 14-Day Metabolism Reset, 28-Day Challenge, and Couples Programs (up to $499.95). Programs include all meals for the duration plus dietitian support.
3. NDIS-Funded Meals: Registered NDIS meal provider where 70-80% of meal costs are covered by NDIS for eligible participants, with participants paying only 20-25% (effective cost below $3 per meal).
4. Health Insurance Rebates: Partnerships with major health insurers (Medibank, nib, Bupa, HCF) enabling customer rebates on meal purchases.
5. Retail Channel Sales: Wholesale distribution to retail partners including Woolworths (750+ stores), Chemist Warehouse, Priceline, and independent grocers.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels10 records

Core offering

Be Fit Food manufactures and delivers dietitian-designed, snap-frozen ready-made meals and structured weight loss programs (7-Day Be Rapid, 14-Day Metabolism Reset, 28-Day Challenge) targeting weight loss and metabolic health. Meals are formulated to be low-carbohydrate, high-protein, and induce mild nutritional ketosis, with approximately 220 calories per main meal and 4-12 vegetables per meal. The company sells individual meals at ~$14.95 each (from $8.71 per meal in bundles) and programs from ~$224.95 to $499.95, delivered directly to consumers and through 750+ retail stores including Woolworths nationally.

Product overview

Be Fit Food is an Australian ready-made meal delivery company offering a portfolio of dietitian-designed, snap-frozen meals and structured weight loss programs. The core product consists of Individual Meals (46+ items including main meals, breakfasts, soups, and snacks) priced at approximately $14.95 each or from $8.71 per meal in bundles. The flagship structured programs include the 14-Day Metabolism Reset (averaging 5.89kg weight loss), 28-Day Challenge, and 7-Day Be Rapid Program. Additional offerings include GLP-1 Support Programs, Keto Meals, NDIS-Funded Meals (with 70-80% cost coverage), Support at Home meals for seniors, Protein Smoothies, Protein Balls, and Protein Muffins. Complimentary dietitian consultations are included with programs. The company operates on a snap-frozen model with insulated courier delivery covering approximately 70% of Australian postcodes, and products are also available through 750+ retail stores including Woolworths and Chemist Warehouse.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Meals Ready-made, snap-frozen individual meals designed by dietitians for weight loss and metabolic health. Includes 46 main meals, breakfasts, and soups, with approximately 220 calories per main meal, high protein, and 4-12 vegetables per meal. Sold at approximately $14.95 each or from $8.71 per meal in bundles.
• 14-Day Metabolism Reset Program Flagship structured weight loss program designed to reset metabolism through low-carb eating, achieving company-reported average weight loss of 5.89kg. Includes all meals for 14 days plus dietitian support.
• 28-Day Challenge Program Extended 28-day structured program for sustained weight loss and habit formation with progressive transition to sustainable eating and ongoing dietitian support.
• 7-Day Be Rapid Program Entry-level rapid weight loss program for kick-starting a weight loss journey with very low calorie intake (approximately 800-900 calories/day). Includes all meals for 7 days.
• Weight Loss Programs (overall category) Structured weight loss programs including 7-Day Be Rapid Program, 14-Day Metabolism Reset (flagship), and 28-Day Challenge. Programs include all meals plus dietitian support.
• Healthy Meal Bundles Pre-selected boxes of meals at discounted bundle pricing, including Favourites Set Box and Vegetarian Set Box options.
• GLP-1 Support Programs Specialized meal programs designed to support individuals on GLP-1 medications for weight management.
• Keto Meals Low-carb, high-protein meals designed for ketogenic diet followers, including Keto Chicken Pizza and other keto-friendly options.
• NDIS-Funded Meals NDIS-registered meal delivery service with 70-80% of costs covered for eligible participants under Daily Activities or meal preparation funding categories; effective cost for participants below $3 per meal.
• Support at Home / Home Care Meals Meal delivery services for seniors with Support at Home plans and Home Care Package recipients.
• Protein Smoothies Low carb, high protein, wholefood vegan smoothies including Choc Caramel Protein Smoothie and Sunset Crush Protein Smoothie.
• Protein Balls (7-Pack) Protein-packed snack balls in 7-pack format, including Double Choc (Ca-Pow), Dark Choc & Hazelnut, Lemon & Coconut, Minty Choc, and Sticky Date varieties.
• Protein Muffins Low carb protein muffins including Bacon, Spinach & Fetta Protein Muffin with less than 1/4 carbs of standard muffins.
• Be Fit Protein Dim Sims Protein-packed savoury dim sim snacks, sold in 7-pack format.
• Dietitian Consultation Service Free complimentary dietitian consultations for program selection, dietary requirements, and NDIS plan integration, including free 15-minute initial consultations.
• Gift Cards Digital gift cards available in various denominations for gifting Be Fit Food products.
• Pre-Selected Signature Boxes Pre-selected curated meal program boxes offered as a ready-to-purchase option on the website.
• Private Health & Membership Programs Private health and membership programs offered as part of the company's program offerings.

Quantifiable outcome

• Average weight loss of 5.89kg in 14 days on Metabolism Reset program (company-reported, not independently verified)
• +4 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and supporting.

• CSIROcoreStrategic or Co-development Partner · 1 January 2015Be Fit Food claims to be the first NDIS meal provider to have meals co-created with the CSIRO (Commonwealth Scientific and Industrial Research Organisation) to work with the CSIRO Low Carb Diet program. This partnership provides scientific backing for the company's low-carbohydrate meal approach, with clinical studies demonstrating improved metabolic health and blood glucose control.
• Diabetes VictoriacoreStrategic or Co-development PartnerHealth education and referral partnerships for Type 2 diabetes prevention and management through dietary intervention. Supports customers with pre-diabetic conditions and metabolic syndrome.
• Melbourne Victory Football ClubsupportingStrategic or Co-development PartnerElite sports organization partnership providing nutritional support for professional athletes. Demonstrates credibility in sports nutrition and performance.
• MedibanksupportingGTM or Marketing PartnerHealth insurance rebate partnerships enabling Medibank customers to receive rebates on Be Fit Food meal purchases. Part of broader health insurer integration strategy.
• nibsupportingGTM or Marketing PartnerHealth insurance rebate partnerships enabling nib customers to receive rebates on Be Fit Food meal purchases.
• BupasupportingGTM or Marketing PartnerHealth insurance rebate partnerships enabling Bupa customers to receive rebates on Be Fit Food meal purchases.
• HCFsupportingGTM or Marketing PartnerHealth insurance rebate partnerships enabling HCF customers to receive rebates on Be Fit Food meal purchases.
• VivelysupportingTechnology or IntegrationContinuous glucose monitoring integration partner. Allows customers to track blood glucose response to meals, supporting diabetes management and personalized nutrition optimization.
• Microba (ASX: MAP)supportingTechnology or IntegrationGut microbiome testing partner. ASX-listed company providing gut health analysis to complement Be Fit Food's nutrition programs.
• MyDNAsupportingTechnology or IntegrationGenetic testing for personalised nutrition. Integrates genetic insights with meal planning for individualized dietary recommendations.
• BodymappsupportingTechnology or Integration3D body scanning and body composition tracking. Allows customers to track body changes during weight loss programs with visual documentation.

Scale indicators12 records

Recent moves13 records

Expansion highlights6 records

Broad incumbents

• Jenny Craig: Established global weight-loss program brand offering portion-controlled meals, counseling, and structured programs; overlaps significantly with Be Fit Food's weight-loss programs and dietitian-supported model.
• Weight Watchers (WW): Global incumbent in weight management with a points-based program; while not meal-delivery itself, it is the dominant brand in Be Fit Food's core weight-loss customer segment and could expand further into prepared meals.
• HelloFresh: Global meal-kit leader with significant Australian presence; competes for the same time-poor, health-conscious consumer but with a meal-kit rather than ready-made delivery model.

Direct peers

• Lite n' Easy: Australia's largest portion-controlled ready-made meal delivery service, directly competing with Be Fit Food in the weight-loss and calorie-controlled category with national distribution and a much longer operating history.
• Chef Good: Australian chef-prepared fresh meal delivery service offering calorie- and macro-controlled programs, directly comparable to Be Fit Food on DTC model, portion control, and weight-loss use cases.
• Macros: Australia-based macro-counted meal delivery service targeting fitness-conscious and weight-loss consumers, directly comparable to Be Fit Food on prepared-meal DTC model and program-based subscriptions.
• Youfoodz: Australian ready-made meal brand with extensive supermarket distribution (Coles, Woolworths, 7-Eleven) competing head-to-head with Be Fit Food in retail frozen meals and DTC delivery.
• My Muscle Chef: Australia's largest macro-balanced ready-made meal brand with extensive supermarket distribution (Coles, Woolworths) and gym/sports positioning, overlapping with Be Fit Food on prepared meals, pricing, and retail channel.

Emerging players

• Territory Foods: US-based chef-prepared, nutritionist-designed meal delivery service focused on health outcomes and dietary programs; closely comparable to Be Fit Food's clinical positioning, though operating in a different geography.

Others

• Lite n' Easy / EasiYo (parent): Nestle Health Science and similar global nutrition players (e.g., Abbott, Danone Nutricia) represent adjacent medical-nutrition incumbents whose medically-formulated meal ranges are increasingly competitive with Be Fit Food's clinical positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/groups/BeFitFood
• Xx.com/befitfoodaus
• LinkedInlinkedin.com/company/be-fit-food

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Be Fit Food