Dietician-founded Heartful Flavours has launched heart-healthy meal bases, with the entire range carrying a five health star rating.
“The unique selling proposition of Heartful Flavours is flavours that put your health first. Having natural ingredients is only one feature of our products, Rebecca Luong, co-founder of Heartful Flavours, told Inside FMCG.
“More importantly our products contain all healthy ingredients meaning there is no added salt and no added sugar.”
Luong explained that excess sodium intake can lead to high blood pressure which affects one in three adults and one in eight children and has been attributed to 1.9 million deaths annually worldwide.
Luong researched the best diet for cardiometabolic health in her PhD, which paved the way for the creation of Heartful Flavours, in partnership with co-founders Gordon Fung and Jansen Lorbes, who are food technologists.
The founding dietician said that Heartful Flavours’ meal bases contain natural and plant-based ingredients from whole foods such as herbs and spices, yeast, fruit, and vegetables not used in regular seasoning blends.
“We are positioned as Australia’s healthiest meal base seasonings, raise awareness on excess sodium intake, taste bud adaptation, conduct free blood pressure checks and provide nutrition education to support individuals on their heart health,” said Luong.
“Our short to mid-term strategy is continued growth of our brand as a leader in health for the category of seasonings through driving awareness, trial and repurchase, with emphasis on the first two phases since our soft-launch in September 2023.”
Currently, the company sells its products in health food stores in NSW and Victoria and its e-commerce site with online orders shipped via Australia Post.
Heartful Flavours has yet to consider selling at major supermarkets as the company is focusing on growing its community with sufficient brand awareness.
Heartful Flavours’ meal bases come in Thai Green Curry, Vietnamese Pho, and Korean Bibimbap variants at $9.99 for one pack, $29.97 for three packs, and $49.95 for six packs.
