Formena Diet Meals Prepares to Step into a First in Turkey
We evaluated the diet food sector and Company Goals with Derya ERCAN, Founder of Formena Diet Meals.
Can you tell us about our business?
Formena diet food is a diet food company established in 2015 based in Ankara, Turkey. It currently operates in Ankara and Antalya. We produce thousands of packaged meals every day in our kitchens with ISO 22000 Food safety management certificate. We prepare these meals together with our expert dietitians by calculating the calories of the people and determining their menus, and deliver the diet meals to the homes of the people with microwave-resistant FDA-approved containers in thermal anthas. In this system, we have achieved a 98% success rate based on the data we have reached so far in this system, which is aimed at slimming its customers who are accustomed to an intense pace or who cannot get down to the weight they want. This makes us proud.
Can you evaluate the growth and development of the diet food sector for us?
I can say that the sector has been growing every year since 2015. And this growth is around 30%.
And not just as diet food, the number of conscious consumers is increasing every day. In our day and age, healthy nutrition without additives is no longer a luxury but a need. In line with this need, the market is taking shape. I can say that new players are entering the market every day. In our 2023 targets, we want to increase our market share in the market with our brands.
Could you tell us about your company goals for this year and the coming years?
Our targets for 2022-2023 include increasing the number of our dealerships and making sales through dealerships, especially in big cities such as Istanbul and Izmir. In addition, our new brand Fürdey, which we produced with 3 equals in the healthy snacks ürün group in 2022, took its place in the markets. We started to offer these healthy snacks, which do not contain gluten, added sugar, sweeteners, trans fats and additives, as a snack alternative for both those who want to eat healthy and those who are on a diet. This is exciting for us, so we have created a sales channel not only in the cities we are affiliated with but also in the whole country.
Behind the success we have achieved in Formena çat, we have acted with an approach based on customer satisfaction. With this approach, we started to apply healthy life and nutrition awareness to our products and productions. Our aim is to be easily accessible to everyone who cares about conscious tüketo consumption by maintaining our healthy nutrition standards.
Our goals and plans include making sales in all locations in the country. In line with this goal, we came up with the idea of frozen diet meals classified according to calorie groups as the first and only in Turkey. We are in the process of completing planning, field and analysis studies. If nothing goes wrong, in the last quarter of 2022, we will launch our frozen ready-cooked diet meals across the country.
What kind of benefits do you provide to those who want to benefit from the dealership system as Formena?
The infrastructures we provide to our franchisees can be listed as follows: We can provide dietitian support, system support, website, mobile applications, men üs, meal reçets, staff training, material and equipment management, pain center installation and management, consultancy and support services, and we also have the guarantee of being the only dealer in the current province.