From Idea to Retail in a Year – Selekt Nutrition Freeze-Dried Meals

Selekt Nutrition, developed at TFTAK, is not just a range of protein-rich, health-conscious convenience meals. It is an inspiring story of how focus, commitment and the right partnerships can turn an idea into a successful product – complete with its own production and packaging facility – in just one year.

It all started with a dream: a freeze-dried meal for active people

New products often emerge from gaps in the market. Entrepreneurs Andero Kuhhi and Otto Suits had noticed that, among quick meal options, there were very few choices for those seeking high-protein dishes to support an active lifestyle. This realization led to the idea of a new product, developed in collaboration with TFTAK’s food scientists.

Rain Kuldjärv, Head of the Functional Foods and Beverages Group at TFTAK, explains:“Selekt Nutrition’s brief was well thought out and clearly defined, yet left room for creativity in choosing ingredients and production methods. It has been a real pleasure to work with such dedicated and forward-thinking clients who have a clear vision of their future.”

The entrepreneurs aimed to create six lactose-free rice-, noodle- and pasta-based dishes reflecting global flavors, each providing 30 grams of protein and exactly 400 kilocalories per portion.

Recipe development – a gradual process of co-creation

The joint development process began in close cooperation. “In developing the recipes, it was crucial to ensure that the meals had a pleasant taste and texture, making them enjoyable for consumers. This meant the development process included continuous sensory evaluation and consumer testing to identify the target group’s preferences,” explains TFTAK Senior Development Specialist Mari-Liis Kutti.

To ensure maximum nutritional value, ingredients suitable for freeze-drying were chosen. This processing method preserves 97% of nutrients and guarantees a long shelf life. Simply add water to enjoy a meal that retains its flavour, texture and nutritional quality.

As part of the R&D work, freeze-drying trials were conducted to confirm the suitability of the products for this process. Packaging parameters were also determined to ensure long-term quality and stability, and the nutritional data was verified through laboratory analyses. The client was highly engaged throughout – thoughtfully contributing to ingredient selection, availability and cost-efficiency, and fine-tuning the final flavour nuances of the six base recipes.

Consumer study confirmed the development was on the right track

The aim of the consumer study was to gather direct feedback on taste, texture and usability, and to compare the new meals with an existing product on the market. More than 300 members of TFTAK’s consumer panel expressed interest in participating, and 40 of the most suitable were selected – omnivores who regularly consume camping meals or instant noodles and value high-protein foods.

Participants received four new Selekt Nutrition products and one competitor product selected based on nutritional content and target segment. All were provided in identical, unlabelled packaging to prevent bias.

They were asked to evaluate the five products for appearance, aroma, texture, flavour and overall liking, as well as saltiness, seasoning, portion size and ease of use. The results were highly positive: consumers clearly preferred the new products. Taco Pasta was the top-rated meal across all categories, followed by Cheesy Herb Pasta, while the competitor's product received the lowest scores.

Longer shelf life leads to safer food and smoother logistics

To ensure the long-term quality of the developed meals, shelf-life tests were conducted. Beyond basic food safety and flavour stability, a verified long shelf life is crucial for export potential, allowing larger batch shipments.

TFTAK carried out both accelerated shelf-life testing in a climate chamber and standard storage tests at room temperature. Changes in the meals were assessed every three months through descriptive sensory analysis by trained assessors, along with analyses of gas composition inside packaging, water activity and moisture content. The results confirmed that all products have a shelf life of 24 months.

Validated results gave the client confidence to launch

The project resulted in a comprehensive product line with strong potential in both sports nutrition and the broader consumer market, where high protein content and convenience are highly valued.

Today, the Selekt Nutrition team has established its own production and packaging facility, and four products are already available on the market: Panang Curry, Taco Pasta, Sichuan Noodles and Cheesy Herb Pasta – with plans to expand into export markets.

Andero Kuhhi, one of the founders of Selekt Nutrition, says:“Selekt Nutrition was born out of a love for good food and an active lifestyle. We wanted to create a healthy and convenient solution for those who are constantly on the move and live sportily but have little time to cook. Our products strike the perfect balance between home meal prep and expensive food delivery services, making healthy eating simple, stress-free and tasty. With macronutrients in optimal proportions, they make it much easier to meet daily protein needs. A huge thank you to the dedicated TFTAK team for their invaluable support!”

The project was supported by the Enterprise Estonia (EIS). Many thanks for their support!

Photos: TFTAK, Selekt Nutrition