We built Rubido because healthy eating shouldn't require willpower

Why we started

As a dietitian, I spent years creating personalised nutrition plans for my patients and clients and motivated them to make healthy eating a way of life. They’d start off strong, only to struggle with consistency a few weeks later. That would always bother me, I believed it was their lack of discipline and motivation.

When I moved out and started managing my own household. I experienced the same challenge.

For the first time, I was responsible for planning, shopping, and preparing my own meals while managing work and everything else life brings. Even though I knew exactly what I should be eating, there were days when I simply didn't have the time or energy to cook.

And that's when I realised:

If a dietitian can struggle to follow her own nutrition plan consistently, the problem isn't knowledge.

The problem is execution.

People don't need more advice about healthy eating. They're already overwhelmed with information.

What they need is help making it happen.

That's why we created Rubido.

By combining personalised nutrition with trained in-home cooks, we bridge the gap between the nutrition plan and the meals that actually end up on the table—making healthy eating practical, sustainable, and part of everyday life.