By : Bakinam Khaled – Mohamed Elttar

Nowadays Trading, a homegrown start-up company that is behind FatBroccoli brand, has debuted the UAE’s first ‘healthy’ vending machine, marking a big step forward in the food-tech segment, offering locally produced, grab-and-go healthy frozen ready meals to the market. 

The company rolled out the innovative vending machine in one of Dubai’s most prominent gyms, The Warehouse Gym, making it the first of such a facility in the country to house and provide the self-servicing technology to its business partners. The technology is distinct in that it accepts contactless payments, including the scan-to-pay scheme.

With a 60-meal capacity and more than 15 international menu items, the machine features “heat-and-eat” protein-rich meals for The Warehouse Gym members and guests to enjoy after their gym sessions. The offered delicious quinoa, chicken, meat, and vegan dishes can be reheated in just under three minutes due to the power of a commercial microwave built-in inside the machine.

Gilbert Kahawaty, Co-founder and Director of Strategy, FatBroccoli, said: “We have introduced a new concept to the UAE food market, a concept aligned with the manpower-lean model adopted by our business. Through this initiative, we can provide the same number of meals that any restaurant or kiosk can deliver but with 90 per cent fewer workers and at a faster rate. More importantly, our food offerings are healthier as they are made with 100 per cent natural ingredients and a shelf life of one year due to the product’s frozen nature.”

“We believe that vending machines are key to addressing manpower and productivity challenges in the food services sector, especially during today’s pandemic era. This is the motivation behind our pioneering project. We are not only ensuring the safety of our customers through the machine’s contactless payment option, but we are also guaranteeing fast and easy access to healthy food choices,” Kahawaty continued.

The vending machine rollout at The Warehouse Gym forms part of the company’s efforts to make available its FatBroccoli frozen ready-to-eat meals in key areas such as universities, schools, hospitals, government service centers, convenience stores, and airports.

Shoppers may also place their orders via FatBroccoli’s website, https://fatbroccoli.com, and retail shops.

FatBroccoli name is an oxymoron and unique term that seeks to highlight the fact that broccoli is one of nature’s rockstars. Fat-free, broccoli is a green vegetable that is rich in vitamins and minerals. The brand’s line of healthy frozen food meals includes Chilli Con Carne, Beef Kofta, Broccolini Pumpkin Curry, Mexican Pulled Beef, and Salmon Penne.

Containing natural sweeteners and with a shelf life of one year in the freezer, all meals are made with reduced sugar, low in salt, no additives, and no preservatives. The brand was launched in the local market amid the UAE’s ramped-up efforts to fight various health issues in its communities such as obesity.

Apart from offering the food of the future, FatBroccoli concept also supports the government’s sustainability efforts by using eco-friendly packaging for all products. With the “healthy” vending machine initiative, Nowadays Trading is also showing its commitment to deliver services through tech-focused projects for more efficient operations.