There's no shortage of fast food restaurants in Shanghai: 5,000 new ones opened in 2005 alone. Although undeniably convenient, most of these establishments serve unhealthy foods that contribute to the city's increasing rates of obesity, cholesterol and heart disease.

Shanghai resident Wu Man believes there's an easy way for people to eat more healthily, even if it has to be "on the go". Her company, Your Kitchen, will offer fresh, pre packaged organic food that only takes a few seconds to buy and a few minutes to prepare at home. She says, "Our goal is to change unhealthy eating habits and ultimately, unhealthy life habits. Good nutrition should be a reality for all."

Your Kitchen will initially sell its organic meal kits in Shanghai office buildings and metro stations on the 1 and 2 lines, which nearly 5 million people take to and from work each day. "The Shanghai metro is one of the busiest in China," says Wu Man. "Many commuters are aware that they should be eating healthy food, and have a desire to, but simply don't have access to it. That's where Your Kitchen comes in."

Your Kitchen's organic meal kits will consist of some 20 appetizing combinations of vegetables and meats, guaranteed all-natural and preservative free. Wu Man plans to keep her customers coming back for more by offering two daily specials and seasonal food.

Upwardly mobile meals

While all commuters will be potential customers, Your Kitchen will mainly target young, urban professionals. Some 1.3 million people between the ages of 22 and 45 live in Shanghai, Wu Many of whom are well-educated and have prestigious jobs with long working hours. A survey found that while Wu Many of these potential customers want to prepare healthy home-cooked meals, they don't have the time or energy during the week.

"I was a white collar worker in Shanghai for quite some time," Wu Man says. "Eating a healthy, well-balanced meal was always a challenge. I didn't have time to prepare a meal but was reluctant to resort to fast food. There's definitely a niche for a healthy, low cost, fast food alternative that can be prepared quickly at home."

Wu Man hopes that Your Kitchen will be operating at five different locations by the end of 2009. Initially, she aims to sell 150-200 meal kits at each locale per day. In the meantime, she's perfecting the recipes for her meal kits and working on improving her brand image. In the long term, she intends to sell her products in major chain stores throughout China and online through her company's website.

Entrepreneurial drive

Wu Man earned her undergraduate degree from Beijing University of Aeronautics and Astronautics and her Masters of Commerce from the University of Sydney. Her entrepreneurial spirit first took root at Beijing University, where she and a few friends designed and sold a popular range of socks on campus. This successful initiative taught her to always keep an eye out for a need waiting to be met.

"I have a brave spirit and a lot of grit," she says. "I know Your Kitchen will be a success, but working with Cartier will give us added impetus!"