Entrepreneur sets out to create a healthier online shopping experience one meal at a time [Video]

Anthony Ortiz thinks the supermarket shopping experience contributes to obesity because it encourages people to shop for products instead of meals. By making it more convenient, fun and healthy, he believes his delivery service bringing healthy meal ingredients to parents and busy folks on the go could have a big impact on how people think about food.

Ortiz is the CEO and co-founder of Fitly, which took part in DreamIt Health’s demo day last week. He’s calculated that the soaring childhood obesity rates combined with the hectic life of working parents means there’s a big market opportunity for the service his business can offer.

The website offers images of meals users can select and then see the ingredients and nutritional information. Recipes listed on its website follow USDA guidelines. Meals are 50 percent plant-based and are designed to balance whole grains, fruits and vegetables.

Users can choose as few as three meals and up to five dinners …