In August last year, Faitron stormed the market with HeatsBox, a smart mobile food heating system. The startup has now expanded to the Far East with a sole distributor to conquer the Hong Kong market.
Faitron is a B2B company focusing on innovative mobile food solutions. Faitron’s flagship product, HeatsBox is a patented smart heating lunch box designed to empower the population to enjoy healthy meals despite their busy schedules. Using the HeatsBox App, users can control the heat settings, meal temperature and time, which makes it convenient to program meals whenever and wherever.
In addition to its current markets in Switzerland, Germany and Austria, Faitron has now entered the Hong Kong market through a partnership with ‘Design Chicken’ as its sole distributor. HeatsBox is being sold through 20 resellers in 30 locations and 8 online stores in Hong Kong. This includes premium electronics chains like Fortress. In addition, several major loyalty programs such as Asia Miles are also being added.
According to Fabian Graf, customers in Hong Kong have received the product are enthusiastically due to its simple design and functionality especially the preparation and reheating abilities which allows them to adapt healthy meals in their schedules. The company has as such seen high demand from Hong Kong since the launch in June this year. “We have now received the fourth consecutive order. The time between the orders is reducing significantly. This shows that demand is growing higher”, explains Graf.
A new product line is underway, backed by investors
In addition to HeatsBox, Faitron is currently developing ‘BabyBoo’, the first electric warming baby bottle. Babyboo is fully controlled by app and warms up milk evenly in less than 4 minutes. Due to Faitron’s game-changing heating technology, BabyBoo uses 10 times less energy than the current market leader of Fast Baby Bottle Warmer. Through BabyBoo, Faitron is breaking current consumer behaviour patterns for baby bottle warming processes by reducing it down to 3 simple steps. The market launch date is still undisclosed.
Faitron employs a team of six members and is financed by investors. In addition to the capital raised in 2016, Faitron attracted further investors. In 2017, the company raised a second investment round from existing and new investors including some from Asia. The investment enabled the company to kick off international commercialization of HeatsBox and the development of BabyBoo. Having additional smart money investors from Asia is an important door opener for a large market, which is growing by 100% until 2022.
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