GentleFoods Creates A New Category In A Growing Segment.

Pureed Moulded Food for people with swallowing difficulties

The idea for GentleFoods began a few years ago with a poignant question-

‘What happens if one day a person cannot eat?’

This question was lingering in the minds of Founders, Yiru Shen and Jeannie Ong.

An ageing population in Singapore and the region, the rise of those with swallowing difficulties, along with limited food options in such cases, further heightened the issue. Researching, searching and perfecting an answer saw the rest of the journey to bring GentleFoods into reality.

GentleFoods believes that food that one enjoyed must always remain the food that one continues to enjoy. Swallowing difficulties in people often result in malnutrition as a result of not eating enough owing to a loss of appetite. This problem further leads to several cases of dependence, depression and isolation. The joy of eating food together with friends and family is also compromised.

Yiru Shu, a PhD in Neuroscience with a M.SC in biochemistry and Jeannie Ong with a Masters in Business Administration and Bachelor of Science in Medical Technology have with passion and purpose sought to make people with swallowing difficulties ‘feel hungry again’.

Yiru and Jeannie worked tirelessly with hospitals, speech therapists, dieticians and nutritionists before they finally perfected the food they knew would make a difference.

GentleFoods creates pureed moulded food that is familiar, safe and nutritious that helps in stimulating the appetite with the way it looks, tastes and smells, bringing the joy of food back into the lives of people with swallowing difficulties.

The food on offer has a familiar flavour, texture and visual appeal - be it the Sweet and Sour Fish set, Black Pepper Chicken set or Assam Fish set, that form just a part of the menu on offer. Every meal comes with rice or noodles and two vegetables, either pumpkin, carrots or broccoli.

The nurturance, thoughtfulness and committed culture at GentleFoods aim to bring back the positive and joyous relationship with food back on the plate.

Founders Dr. Yiru Shen and Mdm. Jeannie Ong |

“ Working with Identity Counsel has been a great pleasure. They were able to dig deep, ask the right questions and uncover relevant insights. They were able to succinctly and successfully bring out brand clarity and an implementation strategy. Working with them, you are able to get a keen sense of partnership and they work with you closely to drive the brand forward. I really enjoyed working with the team as they are so creative and the process established for our branding has indeed been maximised. All my business contacts and clients are impressed with the work and outcomes delivered by the team. ” Yiru – Founder, GentleFoods

Branding by Identity Counsel Pte Ltd • Singapore

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