The meal plan industry in the UAE is experiencing rapid growth, driven by busy lifestyles, rising health awareness, and the country’s strong digital infrastructure.
Among the key players, Right Bite has emerged as a pioneer, setting itself apart with science-backed, customisable plans, expert dietitian support, and innovative features like Express and Plus, which blend flexibility with deeper personalization through biomarker insights. The market overall is projected to expand steadily over the next decade, fueled by AI-driven personalisation, the rise of cloud kitchens, and increasing consumer focus on preventative health. By combining convenience, variety, and nutrition, meal plan services like Right Bite are reshaping how people in the UAE approach everyday eating, turning what was once a niche concept into a fast-growing lifestyle solution.
With a growing demand for convenience, subscription-based meal plans, such as Rite Bite is offering residents flexible, personalised options that save time while supporting wellness goals.
To delve into the Rite Bite meal plan journey Emirates Man spoke to Badih Hachem, Senior Vice President, Customer Experience at Kitopi and Chef Nikola Nedeljkovic, Head Chef of Right Bite.
Badih Hachem, Senior Vice President, Customer Experience at Kitopi
How do you see technology enhancing the future of personalised nutrition and chef-led meal delivery?
Technology is transforming the way we personalise nutrition at scale, allowing us to understand customer preferences, track progress, and make real-time adjustments while ensuring every meal supports specific health goals with the creativity and care of a chef-led experience. At Right Bite, we continuously innovate to meet evolving consumer needs, offering flexibility and convenience for those who struggle with time or clarity in making the right food choices. With features like Express, we make nutritious meals more accessible through full transparency on ingredients, calories, and macros, while Plus takes personalisation further by incorporating nutritional assessments, checking key biomarkers, and using science-backed data to guide tailored meal plans. Yet, technology alone isn’t enough, our team of dietitians and experts ensure every step is supported by knowledge, care, and a focus on making food not only nutritious but also enjoyable, because sustainable change comes from long-term adherence and lasting satisfaction.
How has the Right Bite app changed the way people engage with meal planning?
The Right Bite app has revolutionised meal planning by offering unmatched flexibility, personalisation, and ease of management, starting with a tailored nutritional assessment to understand individual goals and preferences and evolving with ongoing guidance from our dietitians. A standout feature is Express, which bridges the gap between structured meal plans and on-demand restaurant delivery by allowing users to swap one meal per day for a dish from Kitopi’s portfolio of 35+ popular brands, at no extra cost and without compromising nutrition. The app gives users complete control, from adjusting and swapping meals to skipping or pausing plans, while tracking daily calorie and macro targets with full transparency. To prevent food fatigue, we’ve expanded variety with dishes from restaurant partners and vouchers for complimentary healthy meals, ensuring consistency even during dining out or social occasions. By continuously enhancing the app, we remove the guesswork around food, making healthy eating seamless, sustainable, and easy to integrate into everyday life.
As Dubai evolves into a wellness capital, how is Right Bite adapting to the changing demands of the modern consumer?
Consumers today are more informed and proactive about their health, recognizing the vital role nutrition plays in long-term wellness while seeking solutions that balance their goals with busy lifestyles. In a fast-paced city like Dubai, where ambition and social activity drive daily life, convenience often takes priority, sometimes at the cost of healthy choices. At Right Bite, our mission is to eliminate those compromises by offering flexible, personalized nutrition that supports high-performance living without sacrificing health. Our ecosystem is built to evolve with consumer needs, whether through integrating biometric data for deeper personalization or introducing tools like Express that provide instant access to nutritious meals from trusted brands—ensuring consistency even when schedules shift. As expectations rise, we remain dedicated to delivering a smarter, more supportive experience that grows with modern Dubai residents, empowering them to take control of their health while keeping up with their fast-paced lives.
The idea of hyper-personalized nutrition based on biomarker data is very cutting-edge. How did you approach integrating science with daily lifestyle habits in a way that still feels accessible?
We began with a simple belief: better data leads to smarter, more impactful choices. By using a quick, non-invasive blood test, we gain insights beyond weight, BMI, or activity levels, uncovering real health markers such as cholesterol, glucose, and inflammation. These insights are then translated by our expert partners into clear, actionable steps through one-on-one coaching, with personalized nutrition plans tailored to each client’s biomarkers and lifestyle, supported by unlimited consultations with dietitians. While science drives the process, it works quietly in the background, creating an experience that feels natural, accessible, and effective. What clients see is clarity, flexibility, and tangible results, and in our pilot program, most participants showed measurable improvements in their biomarkers, proving the powerful role proper nutrition plays in long-term health.
Wellness plans often come with skepticism. What makes Right Bite Plus truly different from other health or meal programs on the market?
Right Bite Plus isn’t a trend-driven wellness plan, it’s a science-backed, results-focused program built on more than two decades of expertise in nutrition and health. What sets it apart is the rigor and depth behind every detail: crafted by a team of dietitians and experts, the plan is continuously reviewed, refined, and personalized using ongoing data and customer feedback. Beyond simply providing meals, we track outcomes, adjust recipes, monitor satisfaction, and apply behavioral insights to ensure the program evolves with each client’s needs. While many programs promise results, few take such a holistic and adaptive approach. Right Bite Plus combines expert guidance, performance tracking, and everyday flexibility to create a wellness experience that’s both effective and truly sustainable over time.
Chef Nikola Nedeljkovic, Head Chef of Right Bite
What first sparked your passion for culinary wellness?
I’ve always been mindful of what I eat and where the ingredients come from. Growing up in Serbia, we didn’t have anything except organic and seasonal fruits and vegetables. Being mindful of what I ate and where it came from was instilled in me from an early age. That foundation stayed with me, but it was when I moved to Dubai from New York City that culinary wellness truly became a professional focus. The shift in environment inspired me to explore how food can nourish not just the body, but also the mind and overall wellbeing.
How does your background influence your cooking style today at Right Bite?
My approach to cooking has always been rooted in simplicity and fresh, high-quality ingredients. I focus on creating well-balanced meals that provide everything the body needs to perform at its best. This philosophy continues to guide my work at Right Bite, where every dish is designed to nourish, energize, and support overall wellness.
Can you walk us through the process of designing a new meal plan—from concept to plate?
We update our menu every two to three months, and the direction for each new meal plan typically follows two key avenues. First and most importantly, we listen to our consumers. Their feedback, preferences, and evolving needs play a central role in shaping what comes next. Second, we consider seasonal relevance and nutritional balance. For instance, during the summer, we tend to introduce lighter, fresher options like salads, and wraps, along with calorie-controlled snacks that offer the perfect midday boost. It’s all about combining what our clients want with what the season calls for.
Right Bite is known for its mindful meals. What does “clean eating” mean to you personally?
I’ve been fortunate to grow up in an environment that encouraged clean eating, so for me, it’s always felt like the natural way to eat. As a former rower and now a runner, I’ve seen firsthand how vital a clean, intentional diet is to performance, recovery, and overall wellbeing. While I may no longer train at a professional level, I’ve come to realize that clean eating isn’t just for athletes, it’s for everyone. Our bodies speak to us constantly; we just need to listen. We never feel great after overeating or having too much sugar. When we fuel our bodies with clean, intentional food, they respond with energy, clarity and balance. That’s what clean eating means to me, it’s a way of caring for yourself that reflects in how you feel, inside and out.
How do you balance flavor and function when creating your menus?
Balancing flavor and function is one of the reasons I was drawn to the culinary world in the first place. It’s the constant challenge of exploration that keeps me inspired. For me, a dish has to make sense on every level; creatively, functionally, and most importantly, in terms of flavor. It might check all the boxes nutritionally and look great on paper, but if the flavour isn’t there, it won’t make it onto the menu. That balance is non-negotiable. If something doesn’t work, it’s back to the drawing board, back to experimenting, and back to searching for that sweet spot where function meets flavor.
How do you incorporate local UAE produce or Middle Eastern influences into your dishes?
It’s been an absolute delight to watch the local produce scene in the UAE grow, and it’s evolving at an incredible pace. Seasonal and local ingredients have always been the foundation of good cooking, and now we have more access than ever before to high-quality, locally grown options. Being able to incorporate them into our dishes not only supports local farmers and producers, but also adds a distinct Middle Eastern soul to everything we create.
As a chef, how has this experience shifted the way you think about food’s role in long-term health and wellness?
It didn’t shift my perspective as much as it reaffirmed what I’ve always believed that food is fundamental to our long-term health and wellness. This experience has simply reinforced what I’ve always believed about that awareness and deepened my commitment to creating food that truly nourishes.
Right Bite Plus is designed to foster better aging without overwhelming participants with drastic changes. How do you make the meals simple yet impactful, and what role does flavor play in keeping people motivated on their wellness journey?
Seasonal and weather changes are a natural starting point for us. When we align what we eat with the rhythm of the seasons, it just makes sense, both mentally and physically. From there, we focus on creating approachable, familiar dishes that are made with nutrient-rich ingredients boosted with natural peptides to support better aging. Most importantly, we never compromise on flavor. If a dish doesn’t deliver on taste, it doesn’t make it to the plate. Flavor is what keeps people excited, motivated, and ultimately, consistent with their wellness journey.
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