Tailored: how is the nutrition proposed by Joana Jakobowicz –

“I started going into people’s homes to help cook properly. Chicken doesn’t have to be bland, it can be tasty.” That’s how the nutritionist Joana Jakobowicz, dedicated to sports nutrition for a long time, began to approach the kitchen. His interest in healthy eating arose in his childhood, at the age of 12. After consultation, she discovered that nutrition could help improve all other areas of health. Since then, she decided that she would pursue a career as a nutritionist. She also studied exercise physiology.

Joana Jakobowicz: nutritionist is at the forefront Under Tailor (Bruno Avila/Disclosure)

In contact with patients, she realized that the biggest barrier to following a meal plan was the difficulty of preparing recipes. In an improvised way, in 2007 she started to cook the dishes herself. The following year, the brand Sob Medida was professionally launched, delivering healthy frozen dishes or weight-loss programs to the entire Greater São Paulo region.

“Since then, many recipes have changed. Nutrition changes”, says Joana. More than ten years ago, for example, the use of margarine was recommended by professionals. Today, in line with prioritizing real food and leaving aside the ultra-processed, she no longer has a place in her recipes. Whole wheat flour was also replaced by other more nutritious versions, such as almond flour. “We took out gluten and lactose because I believe they are inflammatory items, and the idea is to de-inflame the body,” she says.

Ready-to-measure meals: to heat in a bain-marie or in the microwave (Disclosure/Disclosure)

Located in Perdizes, the kitchen prepares from personalized menus to ready-made kits offered on the website. In search of practicality, many customers choose to buy all meals ready, from coffee to dinner. During the pandemic, Joana felt at first that many people started ordering lunch and dinner because they didn’t have time to go to the kitchen. With the difficulty of maintaining a balanced diet in the face of so much stress, after 6 months she increased her search for weight loss programs: “The level of anxiety increased, increasing the food compulsion. In 90% of consultations, I indicate psychological follow-up along with our nutritional guidance”.

Tailor-made chia-crusted salmon: low carb option (Disclosure/Disclosure)

Among the seven best-selling dishes are chicken breast with lemon pepper, pupunha with pesto and pumpkin, fish in a cashew nut crust with beet puree and brussels sprouts and low-carb zucchini lasagna. All are delivered in plastic packaging and can be heated in a bain-marie, microwave or oven.

Coxinha: savory gets fit version of Sob Medida (Disclosure/Disclosure)

In the Our Best Selection package (R$ 355.00), the seven dishes also come with three snacks – be sure to try the functional chicken coxinha with sweet potato. Six more juices, a tea and three soups (the one with cauliflower and fresh mushrooms is very creamy) are included.

Functional orange cake: there are also options for desserts and juices on the menu (Disclosure/Disclosure)