Meal Delivery Startup NOSH Launches New Plant-Based Brand With Impossible Foods

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Hong Kong meal delivery startup NOSH has recently announced the launch of a rebranded corporate-focused delivery brand called Spoonful available now in their home territory and launching in Singapore next month. In exciting news for those looking to reduce their meat consumption, NOSH shared details of their new partnership with Silicon Valley plant-based meat juggernaut Impossible Foods.

Plant-based folks will be pleased to hear that NOSH has made available a “Veggie Meal Plan” in collaboration with Impossible Foods, available for order via its Spoonful app.

Dishes featuring the plant-based dishes include the Impossible Taiwanese Braised Mince Bowl, Soboro Bowl with Impossible Meat, the Impossible Meat Bolognese Penne, the Impossible Kebab with Tabbouleh, and the Thai Basil Impossible Mince Meat with Rice and Sauteéd Veggies. Each dish clocks in at between 550 and 850 calories and at least one of the five is available on the rotating daily menu.

NOSH began as a virtual restaurant in Hong Kong, and catering to the city’s health-conscious urban professionals looking for meals that were nutritiously balanced and convenient. All their meals include detailed nutritional information and ingredient lists to give consumers the ability to make more tailored food choices.

The company recently raised US$ 1.7 million in a pre-series A funding round, which enabled the company to continue to service its customers through Food Panda and its corporate app.

Commenting on the latest round of funding, founder Max Von Poelnitz said: “It proves that you can start a business in Hong Kong, serve over 1,000,000 meals, and demonstrate that there is investor interest from abroad.”

Today, in addition to delivering food, the company also operates in-house brands such as GA, Rustico and Sesami. While those are aimed at consumers, Spoonful will be dedicated to B2B customers, allowing employers to treat their teams to lunch at wholesale prices with free delivery. The group purchasing app also allows tenants in the same building or co-workers in the same office to order from a daily menu of 9 lunch choices.

Spoonful already boasts a healthy client list of financial and law firms and start-up companies. They also offer pick-up locations at coworking spaces located in Sheung Wan and Cyberport. 

Committed to the brand’s motto to “Eat Smarter”, all of Spoonful’s orders will be produced in a central kitchen facility and delivered directly to consumers through FoodPanda or Spoonful’s own team. 

Lead image courtesy of NOSH.


  • Sally Ho

    Sally Ho is Green Queen's former resident writer and lead reporter. Passionate about the environment, social issues and health, she is always looking into the latest climate stories in Hong Kong and beyond. A long-time vegan, she also hopes to promote healthy and plant-based lifestyle choices in Asia. Sally has a background in Politics and International Relations from her studies at the London School of Economics and Political Science.

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