iDiet brings Taste and Personalised Dietitian Support to the Heart of Healthy Eating in the UAE

As UAE consumers increasingly look for healthier ways to eat without compromising on taste, convenience or their lifestyles, premium meal plan brand iDiet is taking a more personal approach to nutrition by combining wholesome chef-crafted meals with dedicated dietitian support and flexible meal plans designed around individual goals and everyday routines.

Operating in the UAE since 2021, and currently serving all emirates, iDiet is the UAE brand of Lebanon’s established HealthBox Diet and Nutrition Center, founded in 2010 by nutritionist and entrepreneur Sabine Karam and is backed by more than 16 years of experience in nutrition, food and healthy meal planning.

Taste sits at the heart of the iDiet experience. Fresh, high-quality ingredients and no preservatives come together across menus inspired by Mediterranean, Asian, Oriental and international cuisines, offering the variety needed to keep healthy eating interesting and avoid boredom. Rather than relying on restrictive or repetitive diet food, iDiet focuses on meals that deliver on both nutrition and flavour – an approach designed to make customers feel they are choosing a better way of eating, rather than simply following a diet.

This is complemented by ongoing, personalised support from a dedicated dietitian. Every customer is assigned a dietitian as their account manager, providing guidance and accountability throughout their subscription, from selecting the most suitable meal plan and navigating nutritional needs to adjusting menus and making recommendations as goals, preferences and routines evolve. This continued relationship means customers have a nutrition professional supporting them beyond the initial assessment and throughout their entire meal plan journey.

“Healthy eating only becomes sustainable when people genuinely enjoy the food and feel supported throughout the journey,” said Sabine Karam, Co-Founder of iDiet. “At iDiet, we don’t believe people should have to choose between food they love and food that supports their health. Our dietitians stay closely involved throughout the customer journey, while our chefs work to make every meal nutritious, varied and genuinely delicious. Ultimately, we want to make healthier eating feel practical and enjoyable enough to become part of everyday life.”

iDiet offers a diverse range of personalised meal plans in the UAE, catering to different health goals, dietary needs and lifestyles. Options include low-calorie, high-protein, keto, vegan, cleanse, maintenance, anti-inflammatory, pregnancy and intermittent fasting plans. Customers can also enjoy a variety of meals inspired by different cuisines, reflecting the UAE’s diverse population and tastes.

Flexibility is also built into the experience. Through the iDiet app, customers can swap, pause and skip meals as their schedules change, while continuing to receive support from their dietitian. This allows meal plans to adapt to real life, rather than requiring customers to adapt their lives around a rigid diet.

Beyond its meal plan subscriptions and healthy food delivery, iDiet also offers healthy treats through its website and delivery platforms including Deliveroo and Careem, as well as healthy corporate catering and corporate wellness activations for businesses looking to make healthier eating more accessible in the workplace.

The brand’s UAE offering builds on the established HealthBox business, which began in a small kitchen in Beirut in 2010 and has since grown into a leading diet, nutrition and healthy catering business. Today, iDiet serves more than 3,500 customers and delivers over one million healthy meals annually in the UAE, alongside HealthBox’s established operations in Lebanon that also serve more than one million meals annually. With more than 16 years of experience across nutrition, culinary development, kitchen operations and customer experience, Sabine continues to be closely involved in the development of iDiet’s products and customer journey.

Today, iDiet is building on that regional expertise to meet the evolving expectations of UAE consumers by bringing together great-tasting food, expert nutritional guidance, personalisation and flexibility to make healthy eating easier to enjoy and easier to sustain.