My Fit Foods, a meal preparation company that once boasted a significant presence in Texas, has closed all of its stores, including eight locations in the Dallas-Fort Worth area. The Austin-based company announced the closures via a message on its website, marking the end of an era for a brand that pioneered the concept of ready-to-eat healthy meals sold in branded retail stores. This closure reflects a significant shift in the competitive landscape of the prepared meal market in Texas and beyond.
Founded in 2006, My Fit Foods emerged as a frontrunner in providing health-conscious consumers with convenient, portion-controlled meals. The company offered a variety of breakfast, lunch, dinner, and snack options designed to simplify calorie counting and promote healthy eating habits. At its peak, My Fit Foods operated approximately 80 stores across five states, with a strong concentration in Texas, becoming a go-to destination for individuals seeking nutritious and convenient meal solutions.
However, the prepared meal industry has evolved rapidly. Grocery stores and other companies entered the market, capitalizing on the increasing consumer preference for fresh, ready-made meals. In Texas, chains like H-E-B’s Central Market expanded their offerings of chef-prepared individual meals, directly competing with My Fit Foods. This heightened competition, coupled with the rise of aggressive marketing and innovative business models from competitors, appears to have contributed to My Fit Foods’ decline.
Notably, Austin-based Snap Kitchen, a direct competitor in the Texas market, adopted a more modern store design and pursued more assertive marketing strategies. Snap Kitchen also differentiated itself by partnering with popular diet programs like Whole30 and utilizing delivery services such as Instacart. Their expansion included establishing a presence within Whole Foods Market stores, including locations in Richardson, Texas, further intensifying the competition for My Fit Foods. Meanwhile, Dallas-based Simply Fit Meals continues to operate eight stores in North Texas, demonstrating the ongoing demand for prepared meals in the region, but also highlighting the challenging dynamics of the market.
The closure of My Fit Foods Texas locations includes stores in various parts of the Dallas-Fort Worth metroplex, such as Mockingbird Lane, Lemmon Ave, and Royal Lane in Dallas, as well as locations in Flower Mound, Frisco, Las Colinas, Plano, and Southlake. This widespread shutdown signals a complete exit from the Texas market for the company.
The history of My Fit Foods began in Houston, Texas, in the kitchen of founder Mario Mendias, a former Marine and personal trainer. Initially, Mendias cooked meals for his personal training clients. This evolved into the first My Fit Foods retail store in 2007, offering a menu focused on lean protein, low-glycemic carbohydrates, and healthy fats. In 2013, the company relocated to Austin, but faced challenges, including legal battles involving investors and issues surrounding its founder.
While My Fit Foods has not officially commented on the reasons for the closures, the competitive pressures within the prepared meal market in Texas, and potentially internal company challenges, likely played a significant role in the company’s decision to cease operations. The closure marks the end of a chapter for My Fit Foods Texas and the broader prepared meal industry, highlighting the constant need for innovation and adaptation in the ever-evolving food retail landscape.
