Who it's for

Urban Kenyans who know diet matters but cannot translate that knowledge into tonight's dinner. A mother who does not know that swapping cabbage for sukuma wiki at the same price adds 5x more vitamin A. A pregnant woman whose body absorbs 1.2mg of the 8mg of iron on her plate — and nobody has told her why. A fitness enthusiast who counts 30g of protein from beans, not knowing her body uses barely half of it. A daughter who watches her mother take blood pressure pills every morning and eats the same meals she grew up eating. An HR director whose tea breaks undermine his wellness programme twice a day. These are the people Timiya exists for.

One meal planner reached, 3–5 household members reached

The household food decision-maker is the distribution channel to the household. When Njeri swaps cabbage for sukuma wiki, Kevin gets 250-420 micrograms of vitamin A he was missing. When she soaks the beans overnight, the phytates that block zinc and iron break down on his plate too. When she adds a fresh tomato to Wednesday's reheated beans, the vitamin C doubles his iron absorption. Kevin never downloaded an app. He just ate dinner. Timiya launches with Amina — the early adopter who validates and shares. Aisha converts at trigger moments. Njeri is the mass market. Mr. Ochieng and Dr. Mwangi buy for workforces and policyholders. Kamau pays premium from abroad and gifts subscriptions home.

Meet them

Njeri

The Family Meal Planner

“You just cook what you know. You don't really think about whether the body is getting what it needs -- you think about whether everyone is full.”

A 34 year old mother in Nairobi who decides what her household eats every night. She knows sugar is bad and vegetables are good, but she cannot translate that into tonight's dinner within her budget.

Amina

The Wellness-Aware Young Professional

“She has tried MyFitnessPal. It doesn't know githeri.”

A health-conscious 28 year old professional in Westlands. She tracks her steps and follows fitness influencers, but cannot find a nutrition app that knows githeri, ugali, or sukuma wiki.

Kevin

The Reluctant Risk Carrier

“For a man to go to the hospital, then that would be his last option.”

A 38 year old man who will never download a nutrition app. He does not cook. He benefits from Timiya indirectly through the meals his wife prepares.

Aisha

The NCD-Adjacent Daughter

“When my mother was diagnosed, I realised I didn't know anything about what we'd been eating for thirty years.”

A 30 year old professional whose mother was recently hospitalized with a hypertension crisis. She is motivated by fear and urgency, searching for actionable steps to protect herself.

Mr. Ochieng

The Corporate Wellness Champion

“51% of employers cite ROI demonstration as a key challenge.”

An HR Director at a mid-to-large Kenyan employer. He runs a wellness program that consists of gym memberships 8% of staff use, and he cannot prove ROI to his board.

Dr. Mwangi

The Insurance Scheme Strategist

“SHA collected KES 57.7B in 2024/25 but paid out KES 91.5B in claims.”

A Chief Medical Officer at a private health insurer. She watches NCD claims grow unsustainably and has no prevention lever upstream of diagnosis.

Kamau

The Diaspora Kenyan

“Food is a bridge that connects people to their culture, roots, and identity.”

A 36 year old Kenyan professional living abroad. He drives 45 minutes to buy Jogoo unga and cooks ugali twice a week. He wants to eat Kenyan food and be healthy.

Wanjiku

The University Student

“Most of us can only afford one meal a day. When there is no money, you stay hungry.”

A 21 year old undergraduate living near campus on a HELB loan that barely covers rent. She is making independent food decisions for the first time, and every meal is a question of what she can afford, not what she needs.

Brian

The Solo Young Professional

“By the time I get home, I just want to eat and sleep. I know it is not good, but I don't know what else to do with what I have.”

A 26 year old recent graduate living alone in a Nairobi bedsitter. He eats the same four meals from university on repeat -- eggs and bread, instant noodles, ugali and sukuma -- and gets home too tired to change.

Zuri

The Fitness Enthusiast

“I count everything -- protein, carbs, calories. But no app I have tried has ever heard of omena.”

A 27 year old who trains hard and tracks macros, but cannot find an app that knows what omena is, how much protein is in githeri, or whether her body actually absorbs the iron in her spinach smoothie.

Fatma

The Expectant Mother

“We are told to eat balanced meals, but nobody tells us what balanced means when you cook ugali and sukuma every night.”

A 28 year old in her second trimester. Her iron requirements have nearly doubled, but her diet hasn't changed. The supplements make her nauseous, and nobody has told her that boiling her vegetables discards 40-70% of the folate her baby needs most.