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The rate of obesity in the kingdom totals 35.6 percent in 2020
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The duo offer customized diet plan to obese in order to lose flab
To fight off the growing threat of obesity in Saudi Arabia, where, according to a study by the Sharik Association for Health Research the rate of obesity among Saudi adults totaled 35.6 percent in 2020, two entrepreneurs Mohammad Faden, Nofal Al-Jefri and Mohammad Al-Harthi in November have set up Botola Meals, a healthy meal-prepping service.
Botola is the Arabic word for heroism. “It may directly symbolize athletes and achievements, but in fact it is a deep philosophy,” Faden told Arab News. “Whatever the individual’s ambition to reach that goal is, it is in itself an achievement and a mark of heroism,” he added.
Al-Jefri highlighted the fact that consumers are prone to purchasing meals that are quick to prepare. “We believe that the market needs and lacks this type of project specialized in healthy fast food, and when you specialize in a particular field, it enhances consumer confidence in your product,” Al-Jefri said. “Clean Eating Matters” is the restaurant’s slogan. Al-Harthi said that Botola Meals offers healthy diets that are not about depriving yourself, but about balance.
“We also want to educate people about the importance of investing in themselves and their health in an easy and convenient way,” he said. Botola Meals also prepares customized plans to cater to the specific needs of customers, such as monitoring ingredients that cause allergies and eliminating carbohydrates if a customer is following a paleo diet.
“We sit down with the customer and cooperate as much as possible in providing what suits them,” Faden said.
The startup meal service sold about 45,000 meals in 2020 — roughly 120 meals a day. Botola Meals has one branch in Jeddah’s Al-Salama district, and is planning to open a second branch in Riyadh in 2023. The startup’s long-term plan is to expand across the Gulf and beyond.
Besides health issues, another study by the US-based University of North Carolina at Chapel Hill, in collaboration with Saudi Health Council and the World Bank, found that obesity increases the risk of death by COVID-19 by 48 percent, and may make vaccines against the disease less effective.