Tonic Health founder and nutrition influencer Sunna van Kampen has joined healthy ready meal Hide as a strategic advisor, marking the latest high-profile name to be bagged by the business.
Paid in equity that vests over two years, van Kampen has joined influencer-entrepreneur Grace Beverley and Hide co-founder and nutritional doctor Rupy Aujla on the brand.
“I’ve spent years exposing what’s really inside many of the products we buy every week and encouraging people to demand better. But education alone isn’t enough, we also need better products that people can actually afford,” said van Kampen.
“When I met the Hide team, I saw a business with the ambition to genuinely improve one of the supermarket’s biggest categories.”
Hide has sold over 500,000 of its high-fibre, high-protein meals since its exclusive Tesco launch in April 2026, backed by Samworth Brothers as part of a £1.5m raise in late 2025.
Hide was developed by foodservice brand-making startup Lean Kitchen Network in conjunction with Aujla and Flight Studios as a means to challenge incumbent ready-meal suppliers with products “built around whole ingredients, nutrient prioritisation and more transparency”.
Hide founder Faraz Nagree said van Kampen’s addition to the team was “huge opportunity” to grow the brand.
“His experience, insight and passion for improving the nation’s health will help shape everything from product development to our long-term vision for transforming supermarket categories.”
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