IN A COUNTRY RENOWNED for its extraordinary hospitality and for extended meals around the family table, Loaye Al-Nahedh is the standard-bearer for a nationwide convenience-food movement that is changing the face of eating in. When the Saudi government implemented its Vision 2030 plan to open up society, liberalize the country's economy, and unlock a new generation of startups and entrepreneurs, Al-Nahedh reasoned that it would not take long before young Saudis joined the global ready-meal revolution. "More than 60% of Saudis are under 35, and they want to participate in the lifestyle changes that they see in other parts of the world," Al-Nahedh explains. "At the same time, we have become a more modern and dynamic economy. There has been an acceleration in work and activity. Time is becoming a scarce resource, whether at home or at work."
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