Xndo (say “Ex and do”) is at the forefront of a food revolution that promotes health through eating right, not eating less.
Contributed By Billy Ong
Lars Brittsjo, 58, is a youthful-looking, energetic father of four and grandfather of two. The ash-blond Swede casts a fashionable silhouette in bespoke black pants and a slim-fitting shirt.
Brittsjo is his own best walking advertisement. He looks younger today than he did a decade ago, before he founded Xndo, a brand of readymade meals, supplements, drinks and snacks aimed at helping individuals eat right to achieve a healthy weight.
Xndo is a brand under Reborne Pte Ltd. Reborne’s early products included a fat burner and a fat blocker which sold very well. Unfortunately, these placed the company in the “slimming industry” category, something he vehemently disagrees with.
“Weight loss is not just about looks, it’s about health,” he points out. “I set out to give people easy and convenient choices to eat, but with much fewer calories. Thus, they are able to lose and manage their weight over time, and still enjoy the pleasure of eating nice meals.
“There is a big difference between healthy weight loss and ‘slimming,’” he explains. “The way ‘slimming’ is marketed in Singapore is as a ‘quick fix,’ but our bodies are not built to sustain ‘quick fixes.’ What goes down must come up—that’s why people who suddenly lose a lot of weight suddenly put it all back on in a short period of time, because the human body will store excess fat after it has been starved, for fear that it will be starved again.”
Healthy weight loss, on the other hand, is a combination of smart eating and regular exercise, Brittsjo points out. Walking regularly at least five days a week, and doing some resistance exercises to tone and build muscles will help the body to increase its metabolism and continue burning more calories even at rest. That, combined with fewer calories consumed through meals like Xndo’s will help the individual lose weight healthily and maintain his new weight.
Realizing that the understanding of this principle is not widespread, the former optometrist decided to take a different approach to weight loss solutions. He began working with scientists that shared his vision, and that led to the revolutionary approach Xndo takes to weight management today. “We began to realize that we can do more to help people manage their weight—and overall health— by giving them easy but healthy food options, and not just supplements,” says the Swede.
You would probably have seen one of Xndo’s ideally-located shops at Parkway Parade, VivoCity and Centrepoint. You’ll find a plethora of low-calorie meals that are tasty, filling and nutritionally-balanced, such as Beef Stew, Nonya Fish, Vegetarian Chicken Tang Hoon, Hainanese Fish with Rice, and even a Singapore Curry Chicken Hor Fun! Brittsjo also gleefully announces his “fun foods” such as a coffee that will help to control blood sugar levels, one that suppresses hunger pangs, and freeze-dried durian chips.
Brittsjo first entered healthcare in 1980, when he opened an optometry clinic in Sweden. In 1992, he took his interest in natural and herbal medicine a step further and founded Bionax. Bionax is best-known for its star product, an oral skin supplement called Imedeen. It drove Bionax’s growth into 10 countries, and was recognized as the world’s first cosmeceutical.
Successful in the beauty and health industry, Brittsjo felt led to tackle the pressing health issue of obesity. Bionax was sold in 2003 to Ferrosan, and Brittsjo established Reborne Pte Ltd in that same year. Working with a team of medical scientists and researchers, he pioneered what he calls a “proactive healthcare model.” The individual can, through Xndo meals and exercise, take charge of his weight before serious health problems surface.
Xndo was launched in a big way in Australia, where Reborne partnered with pharmacies across cities to sell its products. Sales of Xndo products have been very healthy, particularly the meals that offer a person the option of eating real food while controlling his calorie intake.
In Singapore, Brittsjo says he is pleased that although it has taken time to build up the business and the brand, sales are good and customers are beginning to understand what the product is about. “We are seeing very good reception from the public,” he says.
For the Christian, who says his businesses have been steps ordered by God, Xndo requires the level of faith God has built up in him. “I take my businesses step by step!” he smiles. “I have always sought God’s will for every business adventure—my biggest desire is to glorify His Kingdom and to be able to be a blessing to His Kingdom with my life and my giving. The Bible—specifically Proverbs—is full of business wisdom. I like to study people like Daniel and Joseph, to see how they never compromised their faith and were still able to grow into top leaders and excel in a place that didn’t share their beliefs.”
VivoCity, 1 Harbourfront Walk, #B2-K19 Tel: 62214515
Centrepoint, 176 Orchard Road, #B1-13 Tel: 67327584
Parkway Parade, 80 Marine Parade Road, #B1-K3, Tel: 62355257