Despite popular fad diets that people follow, the gluten-free diet has gained significant prominence. Initially, a gluten-free diet was recommended for people suffering from celiac disease, an autoimmune disorder that affects the intestinal tract. Many individuals choose gluten-free alternatives as a lifestyle choice, aiming for improved digestion and overall well-being, driving a surge in gluten-free product availability and consumption.
While the demand for gluten-free diets keeps growing, finding a place that meets dietary needs has become increasingly challenging. This is where Flax - Healthy Living steps in. A gourmet cloud kitchen, Flax offers a wide spectrum of healthy food choices such as sandwiches, gluten-free wraps, cold-pressed juices, and healthy pastas, alongside salads and super bowls.
Flax is on a mission to redefine healthy nutritious food, seamlessly blending natural superfoods and plant-based nourishment, all enriched with essential vitamins. Set up in 2016, Flax operates six outlets in Mumbai, with five located in Lower Parel, Breach Candy, Bandra, Andheri, and Powai, all offering takeaway services. Additionally, there is one dine-in outlet situated at Jio World Drive BKC. Furthermore, Flax has two cafes in Bangalore, strategically located in Indira Nagar and HSR Layout.
“Gluten isn’t an essential element of the body. It's basically a combination of amino acids, some of which our body naturally generates,” states Gurmeet Singh Arora, CEO & Founder of Flax - Healthy Living. The amino acids found in gluten that the body produces on its own mean it can function without relying specifically on gluten for these nutrients. The issues with gluten usually originate in the gut, leading to allergies in some individuals. When it's a gut-related problem, it can affect weight, mood, and various inflammatory conditions if the gut isn't healthy. This is why some people are highly allergic to gluten, while others might not have an allergy but still experience adverse effects from consuming gluten.
Flax addresses these issues with its innovative cloud kitchen. Flax believes that its unique selling proposition (USP) lies in the fusion of flavors with health. “Our food is known for playfulness, debunking the notion that healthy food is bland or unappetizing,” says Gurmeet. Flax’s revolutionary Super Bowls redefine nutrition, seamlessly blending natural superfoods and plant-based nourishment, all enriched with essential vitamins.
Flax is on a mission to redefine healthy nutritious food, seamlessly blending natural superfoods & plant-based nourishment, all enriched with essential vitamins
Talking about sourcing raw materials, Gurmeet explains, “We obtain raw materials from trusted vendors. We also conduct extensive sampling while collaborating with an in-house nutritionist.” Their globally inspired flavors are carefully sourced from local partners, infusing authenticity into every single bite. This approach allows them to thoroughly research and develop products before their launch, which is a fundamental aspect of the brand.
Flax’s core team, involving branch chefs, kitchen managers, and marketing heads, plays a crucial role in its growth and success. It's not just a select few individuals; it encompasses everyone, from the person preparing salads to those maintaining cleanliness and even the hygiene officers.
For the future, Flax aims to expand. Currently, people are increasingly aware of health-conscious terms like gluten-free, dairy-free, probiotics, and gut health. People are taking their health more seriously in modern times, and this trend is expected to continue. “This is where our role becomes crucial – being present at the right moment while maintaining consistent quality, flavors, and innovation,” concludes Gurmeet.
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