Founded in 2019 by Yiru Shen, GentleFoods is a social enterprise revolutionizing the food industry for individuals with swallowing and chewing difficulties (dysphagia). Based in Singapore, the company develops texture-modified foods that promote recovery and improve the quality of life for elderly and patients with conditions such as stroke, cancer, and Parkinson's disease.
Despite her background in medical equipment, Shen identified an overlooked issue in elder care: the importance of enjoyable, nutritious meals in the recovery process. “Healthcare isn’t just about treatments or medication. Food plays a vital role in recovery,” Shen emphasized. Her inspiration came from personal experience caring for her grandmother, who struggled with dementia in her later years and refused to eat unappetizing meals like porridge.
GentleFoods’ vision: Bring dignity to aging through innovative therapeutic food solutions and clinical rehabilitation services
GentleFoods’ mission goes beyond providing food. The company aims to ensure patients not only regain their health but also enjoy the foods they consume during the phase of their recovery process. “Texture of the foods and nutrition must go hand in hand,” Shen explained. Each GentleFoods product undergoes rigorous research and development to ensure it meets dietary, nutritional, and texture standards approved (IDDSI) by swallowing therapists and dietitians.
The company’s range includes culturally resonant foods such as traditional Chinese desserts, high-calcium biscuits, and chrysanthemum tea—designed to cater to both taste and health needs. These products are designed to dissolve easily in the mouth, making them suitable for dysphagia patients while retaining appealing flavors.
Integrated care beyond food
GentleFoods is more than just a food manufacturer; it’s a holistic care provider. The company has diversified into three other brands: GentleFoods, GentleCare, and GentleDining. GentleCare includes teams of swallowing therapists and dietitians who provide guidance, training, and even equipment to support recovery. “We’ve seen great success in helping patients transition from NG tubes to softer meals, regaining the ability to eat independently,” Shen noted proudly.
GentleFoods products are available in hospital pharmacies for patients preparing for discharge. The company works closely with hospital clinicians to ensure that patients introduced to these products during their stay can continue enjoying delicious, softer meals conveniently at home after discharge. Freezers stocked with GentleFoods products are located in pharmacies, making them easily accessible to both caregivers and patients.
Challenges and opportunities in Singapore
Although Singapore provides a fertile ground for innovation, the dysphagia care market is in its infancy. Shen highlighted that while Taiwan has made strides in this area, with relatively higher market awareness and industry development, Singapore is still playing catch-up. "In Taiwan, there’s already a growing understanding of the need for texture-modified foods, but in Singapore, we’re still the only company addressing this issue," Shen explained.
However, this lack of competition gives GentleFoods a unique opportunity to grow. The absence of established players in Singapore allows the company to shape the market and raise awareness from the ground up. Shen emphasized that educating healthcare providers, caregivers, and families is critical to building this foundation.
For a foreign company, entering Singaporean markets isn’t without challenges. Regulatory requirements, such as obtaining halal certification in some regions and navigating import restrictions, pose significant hurdles.
“Singapore’s small size and centralized healthcare system work to our advantage,” Shen noted. By focusing on education and collaboration with hospitals and caregivers, GentleFoods is gradually expanding its reach in Singapore.
International expansion and market challenges
Beyond Singapore, GentleFoods is making inroads into other Asian markets. Shen explained that while Japan leads the dysphagia care sector, Taiwan is a close second. Thailand, with its growing elder care facilities, is also a promising market. “Collaboration is key,” Shen emphasized, highlighting GentleFoods’ strategy of partnering with local manufacturers and distributors to overcome these barriers. “The goal is always the same: to provide patients with nutritious, enjoyable meals that will aid recovery.”
Future goals: building awareness and accessibility
In the coming years, GentleFoods plans to establish a stronger presence in hospitals, pharmacies, and retail spaces, ensuring its products are widely accessible. E-commerce is also a growing focus, allowing the company to reach caregivers and patients directly.
Shen’s ultimate goal is to make GentleFoods synonymous with recovery and quality of life. “We want patients to enjoy every meal—breakfast, lunch, tea, and dinner—and feel nourished, not just being fed with unappetizing foods,” she said.
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