Growing appetites develop for healthy eating

For example, a typical bag includes coffee protein drinks and chia seed oatmeal for breakfast, beef noodles and a slice of chicken breast for lunch, a chia seed soda biscuit and chicken pad for dinner, plus a cocoa-flavored protein bar as an extra.

"We recommend this set for people who want to lose weight, and we also suggest they eat some fresh fruit and vegetables," Wang said.

She added that the brand has a 20-strong research and development team plus researchers from suppliers to advance its products. Some of the snacks in the meal set have been turned into single offerings after positive feedback from customers.

Wang said the three-day meal set is updated every three months, with some of the changes based on such feedback.

"Unlike some snack products, which are available for a long time, we renew our products pretty quickly," she said.

Many low-fat and low-sugar snack brands have emerged in the past two years, but for Wang, they are not Boohee's competitors. "We are all competing with snacks that are not healthy, and we hope that Chinese customers can develop the habit of healthy eating," she said.