Food with a point of view.

Our Story

Founder's Story.

Pure Eats started with someone very close to my heart, my sister.

When she was diagnosed with pre-diabetes, it became a wake-up call for our family. It wasn't simply about a blood test or a medical diagnosis. It made me realise how easily our everyday relationship with food can affect our health, often without us even realising it.

I wanted to help her.

But I quickly discovered that telling someone to "eat healthier" is much easier than actually making healthy eating something they can enjoy and sustain.

I didn't want my sister to feel like she had to give up everything she enjoyed.

So I started experimenting.

I began looking at the food we normally ate and asking myself:

How can I make this better without taking away the joy?

I started developing lower carbohydrate versions of familiar dishes, paying closer attention to ingredients, portions and the way food was prepared. I spent countless hours in the kitchen testing recipes, adjusting flavours and figuring out how to make healthier meals that still felt like real food.

And something became very clear to me:

Healthy food doesn't have to taste like a compromise.

What started as my way of helping my sister slowly became something much bigger.

I realised there were so many other people trying to make better choices. People who wanted to manage their blood sugar, reduce their carbohydrate intake, lose weight, or simply eat more consciously, but who didn't want to live on salads and bland "diet food."

That was the beginning of Pure Eats.

Today, our philosophy is simple:

We take the foods people know and love and rethink them with better ingredients, thoughtful portions and a focus on food that is nourishing without losing its soul.

Pure Eats isn't about perfection.

It isn't about telling people what they can and cannot eat.

It's about giving people better choices that they actually want to eat.

And every time I develop a new dish, I still think about where this journey began, with my sister and my desire to help someone I love live a healthier life without feeling that healthy eating meant giving up the joy of food.

That is the heart of Pure Eats.

The Investor

Meet Karyn Thng.

Karyn's path to Pure Eats began with her own health. Before 2019 she was seriously unwell — living with type 2 diabetes, high cholesterol, and excess weight. She spent years turning that around, starting with weight loss and mindful, intentional eating habits. Today she is healthy, physically fit, and passionate about helping others experience the same transformation.

She brings more than two decades of business leadership to Pure Eats — director roles spanning growth, strategic partnerships, and human resources, including over 15 years in the digital industry and five years on MDEC's Digital Content Grant evaluation committee. A certified trainer with a Master's in Human Resource Management, she has built her career on growing teams, partnerships, and businesses.

A devoted home cook with a deep love for food and wellness, Karyn first discovered Pure Eats the way most people do — as one of Shalini's customers. The meals fit the way she had learned to eat, the conviction behind them matched her own, and the partnership grew from there.