Exhibitor List

Visit Basix Nutrition at Dubai Muscle Show, Booth B14! Discover our range of clean, high-quality sports supplements designed to help athletes push harder, recover faster, and achieve their fitness goals. Experience our innovative formulas, outstanding taste, and learn how Basix can support your performance journey. Don’t miss out!

New Rock, with three decades of experience in nutritional supplements, health, and fitness, strives to become the leading supplier in the MENA region by integrating its operations to maintain full control over quality and distribution. Committed to delivering the best products, New Rock is expanding its infrastructure, including leasing additional warehouses, to ensure smooth import, distribution, and re-export of top-tier nutritional and healthcare products. Associated with renowned global brands, New Rock focuses on providing high-quality supplements, vitamins, and skincare products to customers across the UAE, GCC, and African countries.

Panatta is a historic brand with over 60 years of experience in the fitness and bodybuilding industry. A global leader in the production of gym equipment, it offers a range of over 600 machines, entirely designed and made in Italy. Panatta stands out for its focus on biomechanics, innovation, and design. With more than 2,000 customization options, its equipment combines performance and aesthetics. Trusted by top-level fitness and bodybuilding centers worldwide, Panatta represents the Italian excellence.

C5 Energy is dedicated to helping individuals reach their full potential through optimal support and nutrition. The company's mission is to fuel performance, enabling people to push their limits and achieve greatness. They offer products like the C5 Energy Extreme Drink, a pre-workout beverage packed with 200mg of caffeine, zero sugar, and zero calories, featuring ingredients like Beta Alanine and L-Arginine to enhance performance.

ABC Nutritionals is an Irish based, european contract manufacturer for powdered sports nutrition, health and wellness and weight management products, protein bars, capsules and tablets.

We are a multi award winning company, working from a state of the art facility. We pride ourselves on our new product ressearch & development capabilities, and we would love to work with companies to make their dream sports nutrition or wellness brand a reality.

We offer an end to end service from R&D, ingredient sourcing, production and delivery.

UNIPRO Sp. z o.o. is a manufacturer and distributor of dietary supplements, offering products under the renowned brand Activlab. Activlab specializes in high-quality sports nutrition designed for athletes, bodybuilders, and active individuals, including protein powders, creatine, pre-workouts, amino acids, and functional supplements. With modern laboratories and production facilities, we ensure innovative formulas, excellent taste, and proven effectiveness trusted by customers worldwide.

We are an FMCG company with distribution of A brands. We recently ventured into the manufacturing of the Dubai Chocolate and have created a new innovative range of protein products and spreads.

At Al Beed Trading, we are committed to helping you achieve your health and wellness goals. Our range of high-quality health supplements is designed to support your journey to a healthier, more vibrant life.

Amix™ is a leading European brand in sports nutrition and supplementation, recognized for its extensive experience, quality, and innovation in supporting athletic performance.

Throughout its trajectory, Amix™ has developed a comprehensive portfolio ranging from fitness and bodybuilding supplements to specialized lines for performance, health, and wellness. Its products incorporate the best patents and raw materials available, delivering effectiveness and trust to both amateur athletes and elite professionals.

The goal of Amix™ is to provide every athlete with the right tools to push beyond their limits and reach the highest level.

Visit Animal at Booth G11B at the Dubai Muscle Show. Experience samples of our latest performance formulas, including Creatine Chews, Protein, and Creatine HMB+. Join our fitness activations built to challenge and inspire. No hype, just effective, proven supplements for those serious about results.

Applied Nutrition aims “to be the world’s most trusted and innovative sports nutrition, health & wellness brand.” It commits to excellence, quality, integrity and innovation in every product offering.

We produce premium nutrition supplements for a broad spectrum of consumers: from elite athletes to fitness enthusiasts and general wellness seekers.

Applied Nutrition plc

Key product categories include:

Protein (e.g. Whey, Beef-XP, ISO-XP)

Pre-workouts and performance enhancing formulations such as the best selling ABE - All black everything

Grab-and-Go convenience items (ready-to-drink, etc.)

Health & wellness supplements: vitamins, collagen, weight management, intra-workout support etc.

AuraLuxe Medical is one of the largest producers and manufacturing companies of LLLT and LED therapy products and devices globally. To this day, we are continuing to grow, innovate and produce quality products. This, while keeping our humble beginnings and family business mindset very close to heart.

Launched in 2016, Barebells offers a wide range of protein-enriched alternatives to snacks and meals – that never compromise on taste. Our range provides products that are suitable for anyone who wants to treat themselves to something really, really good.

Barebells was founded in Sweden, where we quickly gained a leading market position. Today, Barebells is available in around forty markets around the world. Most of our products are made within the EU, but we also produce products within the US, for the US market.

Beijing Worldeboson International Business Exhibition Co., Ltd. is a leading company that organizes and manages international exhibitions across various industries. They provide comprehensive services, including exhibition planning, hall management, and trade consulting, with a focus on integrity, efficiency, and attention to detail. With over 500 exhibitions organized globally, Worldeboson has strong partnerships with renowned expo institutions, helping businesses expand into international markets.

Big Ramy, a two-time Mr. Olympia champion, is regarded as one of the greatest bodybuilders in history. Through his brand, Big Ramy Labs RED REX, he has developed nutritional products designed to support the growth and development of dedicated athletes. RED REX is a serious and focused brand, with beef protein as its primary choice, catering to those who put in the effort at the gym and are committed to proper nutrition.

Big Sam, the unique and innovative clothing brand, was created in 2005 to support your active life and provide supportive elements for your sports career.

We are working hard every day to offer unique designs to sports lovers and those who love to dress freely, with the line that adapts the olschool and casual clothing style to today.

Our style, which reflects power and freedom, is supported and followed by its fans in many countries of the world, especially in the United States, the European Union and Russia.

Knock down the narrow molds .. Be free and powerful ..

As one of the largest and fastest-growing food supplement manufacturer and distributor companies in Europe, BiotechUSA is present in 100+ countries with 24 webshops, 270 franchise stores and 4500 partners. Besides BioTechUSA, the group includes three more brands: Builder; VitaminShop and Scitec Nutrition. The company is constantly developing its product portfolio to meet all demands of its customers. The current portfolio of BioTechUSA contains around 1,600 products that support a wide variety of customers’ goals, whether it’s about losing weight, gaining muscles or a complete lifestyle change

Body Builder is a brand that is dedicated to helping individuals achieve their fitness goals through the use of high-quality supplements, sports nutrition products

Body Builder supplements are manufactured in several plants worldwide to ensure the most negligible environmental impact. They are manufactured to the highest GMP, FDA and ISO standards. Body Builder is a German brand with factories located in Europe and USA.

CHIBA GLOVES is one of the leading manufacturers of high-quality fitness gloves and accessories and is represented worldwide by a wide range of products.

Fitness gloves, belt and assessory are important equipment for every training.

They protect you, increase the comfort and improve your training results.

With CHIBA you get the choice of professional trainers and athlets.

Our products are tested by the best athlets and permanently improved to give you the best possible training results.

Our company is chosen by professionals all over the world!

Core Champs is more than just a sports nutrition company—it is a vision brought to life for athletes, fitness enthusiasts, and everyday individuals who strive to push their limits and achieve greatness. Built on the belief that every champion is made through discipline, dedication, and the right fuel, Core Champs was created to provide premium quality supplements that support health, performance, and recovery at every stage of the fitness journey.

Creapure® is the world's purest Creatine Monohydrate ingredient. Creapure® is the only creatine monohydrate produced in the western hemisphere, made exclusively under a specialized FSSC 22000 facility, by German based producer Alzchem Trostburg GmbH.

Creapure® is the only creatine monohydrate that guarantees consistency and safety with every single batch. Each batch is lab tested for any harmful chemicals and heavy metals that regularly contaminate generic creatine monohydrate. This ensures that Creapure® remains the gold standard globally for creatine monohydrate.

Creapure® is 100% vegan, and compliant with Halal and Kosher food regulations.

Since 1886, we’ve been committed to bringing the authentic pleasure of Italian cuisine to tables throughout the world, with great responsibility and without compromise.

The Eurovo Group is a European leader in the production of eggs and egg products, bringing together a variety of brands and product lines: ProUp, with its convenient, high-protein egg whites from free-range hens; Boxbar, with its irresistible range of Zero Syrups; and Le Naturelle with Bongiorno, the protein- and calcium-rich beverage, along with ready-to-eat pancakes and the latest delicious innovations such as Cremoso and Gelato.

Evogen Nutrition was founded on the principle of striving to be one’s personal best, embracing discipline, intensity, and an unyielding drive for excellence—not just in competitions but in everyday fitness journeys. Led by CEO Hany Rambod, who has trained Hollywood stars and top physique competitors, Evogen empowers individuals with the tools to pursue their vision with focus and integrity. As "Evogen Elite," the brand is dedicated to inspiring the global fitness community through humble confidence, balanced lifestyles, and a relentless commitment to breaking genetic potential. Evogen lives and breathes this philosophy every day—are you ready to join?

THE ONLY PRODUCT IN THE MARKET OWNED BY DOCTOR GEORGE FARAH

One of the leading Nutraceutical company focused on innovation and provides healthcare solutions that improve and extend people’s lives.

We are now producing more than products with various types of dosage forms covering almost all classes ex: ISOLATE PROTEIN , WHEY PROTEIN , MASS PROTEIN , CREATINE , EAA , PRE-WORKOUT, GLUTAMINE , CITRULLINE, CARB , PROTEIN BARS & ETC…..)

Born in the heart of Dubai, Fitfuel emerged from a simple belief: optimal performance starts with the right nutrition. Combining years of fitness industry experience with a passion for healthy living, we built an e-commerce platform that brings clinically backed supplements, wholesome meals, and expert guidance straight to every doorstep in the UAE.

• Tailored Nutrition Plans: Custom meal and supplement bundles for endurance, longevity, muscle gain, weight loss.

• Expert Resources: Articles, videos, and one-on-one consultations from certified nutritionists.

• Convenience & Coverage: Same- or next-day delivery across all Emirates, with flexible subscription options.

Our company has been developing and selling healthy snacks and sugar-free sweets for more than 3 years and we are one of the largest manufacturers in Eastern Europe.

We are opening a new production facility in Hamriyah free zone in January 2024.

Our key advantages:

1. Only the best ingredients

1. Unique product compositions developed in our own laboratory

1. New modern production

1. All products without added sugar

OUR MISSION

The goal of our company is to create unique healthy sweets for people leading an active lifestyle and taking care of their physical fitness and health.

We will prove that healthy foods can be just as tasty as regular sweets.

Welcome to Flex Wheeler Nutrition, your ultimate destination for high-quality sports supplements and nutritional products.

At Flex Wheeler Nutrition, we are passionate about helping individuals achieve their fitness goals and enhance their overall well-being. With a focus on innovation, quality, and results, we provide a wide range of supplements that are designed to support various fitness objectives.

Our team consists of fitness enthusiasts, nutrition experts, and industry professionals who are dedicated to sourcing and formulating products that deliver exceptional performance and meet the highest standards of quality and safety.

Whether you are an athlete, bodybuilder, or someone simply looking to improve your fitness level, we have the right products to support your journey. From protein powders and pre-workout supplements to vitamins and minerals, our extensive product lineup caters to a diverse range of needs and preferences.

Fuel Up in an American brand of vitamins and nutritional supplements for people leading a healthy lifestyle.

This brand was created to provide people with the opportunity to purchase high quality active vitamins and supplements, paying a reasonable price.

Our products are crafted using highly bioavailable ingredients, vegetarian capsules, and safe, sustainable solutions. Every batch meets GMP, ISO, Halal and FDA standards, guaranteeing uncompromised quality.

Fuel Up is a  brand of vitamins and nutritional supplements for people leading a healthy lifestyle.

QUALITY ASSURANCE: We take the quality of our products very seriously, which is why raw materials are purchased only from leading suppliers and of the highest quality. What does this mean for you? It's simple: you get the best product at a great price.

OUR MISSION: We are here to change the rules of the game and set the bar of quality and transparency so high that not only fitness and bodybuilding enthusiasts use sports nutrition, but everyone who is oriented towards a healthy lifestyle makes it a daily meal.

Global Link Nutrition is an Australian specialist sports nutrition distributor, bringing world-class performance brands including Anabolix Nutrition and Pharma Labs to athletes across the globe.

With a reputation for innovation, uncompromising quality, and results-driven products, we are proud to expand into the UAE market.

At Dubai Muscle Show, we showcase cutting-edge formulations designed to fuel strength, recovery, and peak performance for athletes at every level.

GNC is a global leader in health and wellness, dedicated to helping people live their best lives through science-backed nutrition. Founded in 1935, GNC has built a trusted reputation for premium-quality vitamins, minerals, supplements, sports nutrition, and wellness products. With rigorous testing and strict quality standards, GNC ensures every product delivers safety, efficacy, and consistency. From athletes seeking performance to individuals focusing on overall health, GNC offers tailored solutions to meet diverse lifestyle needs. Today, GNC continues to empower millions worldwide with innovation, expertise, and a commitment to better nutrition and healthier living.

Join the Hype movement at our stand, where passion meets innovation. Founded by a former Formula 1® driver, we’ve transformed from an energy drink brand into a rising force in functional products. Explore our newly launched Nutrition portfolio, including Whey Protein, Isolate, Mass Gainer, Pre-Workout products, and more. Participate in exciting challenges designed to test your limits and experience our commitment to quality and performance firsthand. Discover how we’re redefining energy and performance products, inspiring you to live life on your own terms.

HYROX is an innovative fitness competition that combines running with functional workout stations, where participants run 1 km followed by a functional workout, repeated eight times. Each race takes place indoors in expansive exhibition halls, providing an immersive and electrifying atmosphere where spectators can cheer on participants from start to finish. This consistent race format allows for global leaderboards and culminates in a World Championship at the end of each season. HYROX caters to both professional athletes and everyday fitness enthusiasts seeking to elevate their training, making it a sport for everyone.

IFPE Academy is an international leader in professional fitness education, delivering accredited programs in Personal Training, Bodybuilding, Pilates, Strength & Conditioning, and more across the UAE, USA, Canada, and Europe, and recognized by ISSA (USA), Active IQ (UK), and REPs UAE.

IFPE Academy proudly sponsors World Champions and welcomes partnerships with investors, sponsors, councils, federations, and global brands to create shared impact and advance the sports industry.

Led by Dr. Mahdad Akbari, CEO.

Infini's Nutrition is a company specializing in advanced dietary supplements designed to enhance physical performance and overall well-being. They focus on creating high-quality products backed by scientific research to support fitness enthusiasts and athletes.

From humble beginnings, New extreme sports trading LLC has grown into an established company that is known for its methodical approach, with a history that dates to 2008. In the early years, the company focused on commercial fitness products for sports clubs and gyms, as well as building up a retail base. Currently, we are among the top 5 Gym Equipment dealers in UAE.We are ISO 9001 : 2015 certified organization and are the fastest growing fitness superstores stocking the Internationally highest Standard Sports Supplements and Gym Equipment Brands. We supply fitness equipment into a huge variety of Home & Commercial environments.

JNK Nutrition is UAE’s #1 trusted and fastest growing sports nutrition and online supplement store with a wide range of products for sports nutrition, health, wellness & fitness

Kaimun: Functional Foods for a Healthier, Delicious Lifestyle

Kaimun is a Swiss brand specializing in functional foods, aiming to provide consumers with delicious and nutritious options that don't compromise on taste or well-being. The brand's core philosophy revolves around creating "functional foods without compromise," offering better choices for a healthier lifestyle. Kaimun products are designed to support various lifestyle needs, whether it's post-workout recovery, a midday energy boost, or a satisfying snack for those with busy schedules.

Kevin Levrone, an IFBB Professional Bodybuilder renowned for his charisma and talent, is celebrated for his remarkable career and enduring impact. At 52, he made a bold return to the Olympia Stage in 2016, demonstrating his unwavering passion and commitment to inspiring others. Levrone's illustrious career includes competing in 68 IFBB Professional contests and winning 23 Pro Shows, making him a standout in professional bodybuilding. Beyond bodybuilding, he has ventured into acting and music, maintaining a global fan base and a significant presence in both fields. Levrone’s latest endeavors include The Levrone Signature Series, a line of premium sports nutrition products, and a rapidly growing clothing line. His supplements are crafted with top-quality ingredients to support peak performance and physique development. As Levrone continues to expand his influence and explore new opportunities, his dedication to inspiring and empowering others remains at the forefront of his mission.

Welcome to LARA STAR, Chinese fitness brand (est.2014), specializing in premium gear with protection/performance tech. Trusted by athletes, we offer professional accessories/footwear for optimal training. Core lineup: Protective gear (knee sleeves, wrist supports, weightlifting belts—breathable, anti-slip); Footwear (lightweight running shoes with energy-rebound midsoles, lifting shoes with heel support); Accessories (gym bags with moisture-sealed compartments, modular storage). Biomechanically tested with elite trainers, balancing comfort, durability, style—trusted in China’s fitness market. Expanding to Middle East, showcasing at Dubai Muscle Show 2025: Powerlifting System (wraps, sleeves, belts, shoes, suits) and CrossFit Series (supports, sleeves, belts, multi-functional shoes).

Liftdex, headquartered in Dubai with factories across the UAE, is a leading steel fabricator specializing in high-quality, affordable training equipment for home and commercial gyms. The company designs, manufactures, and delivers a wide range of custom fitness equipment, helping clients stand out in competitive markets. Committed to excellence, all Liftdex factories are certified and comply with international quality and safety standards.

MacroActive is a tailored coaching platform designed mainly for fitness professionals - like personal trainers, dietitians, and fitness content creators - who want to scale their business with full ownership and minimal hassle. With 14+ years in business, we know what it takes to help creators succeed. It’s your content, your brand, your app - and YOU have 100% control.

At MedX, community service is more than just a motto – it's the driving force

behind everything we do. We believe everyone deserves access to quality

healthcare products and expert guidance. That's why we're constantly striving to

grow, not just in Dubai, but across the UAE, so we can empower even more people

to take charge of their health and achieve optimal well-being.

Join us on this journey! We invite you to explore our extensive product range, connect with our knowledgeable team, and let MedX become your trusted

partner in a life filled with health and happiness.

Monster is renowned for its top-tier components, high-quality materials, and industry-leading performance across a range of products, from LED headset stands to affordable power strips. Upholding a legacy of excellence, Monster leads the audio industry with unmatched sound quality and a commitment to innovation, embodying the mantra: "Always lead. Never follow." and "Live Life Loud!"

MUSL BUDDIES is the official reseller of GASP Brand in the UAE, showcasing premium bodybuilding apparel built for performance and durability. Our exhibit highlights exclusive collections designed for athletes who demand quality, comfort, and style gear that inspires strength and confidence both inside and outside the gym.

Nänosupps is a functional food and sports nutrition brand known for combining innovative concepts with great taste and premium quality.

Our portfolio includes high-protein snacks, functional shots, sport supplements and other on-the-go nutrition solutions. Our brand is available in more than 50 countries in the world from Iceland to Kuwait.

Olimp Sport Nutrition is a brand of nutritional supplements and products dedicated to professional sports and active people. The products are manufactured under pharmaceutical conditions and subjected to strict controls and tests. Olimp Sport Nutrition is owned by Olimp Labs, a Polish pharmaceutical company founded in 1990. Olimp Labs has 600 products in its portfolio, which it exports to over 100 countries around the world. Olimp Labs has a well-organized unit responsible for product development and research into new ingredients and formulas, provided with state-of-the-art R&D laboratories. Olimp Labs obtained full GMP certificate, covering manufacturing operations and batch certification.

Puzzle Supps aims to pioneer health and wellness in the Middle East by offering innovative supplements, nutritious snacks, and expert guidance to empower individuals on their fitness journeys. With a mission to revolutionize the health and fitness industry, Puzzle Supps is committed to integrity, quality, and fostering a community focused on wellness through engaging, educational experiences and lasting partnerships.

For over 30 years, QNT has been a trusted expert in dietary supplements and sports nutrition, providing athletes with top-quality products to achieve their goals. Each ingredient in our carefully crafted supplements reflects our commitment to excellence, ensuring exceptional performance and results. Whether you're looking to enhance strength, endurance, or recovery, QNT offers the perfect product for every athlete. Trust QNT’s legacy of quality and innovation for a superior experience and results that exceed expectations.

Real Pharm Group – Trusted European Manufacturer of Dietary Supplements and sport nutritions.

Real Pharm Group is a Polish dietary supplement manufacturer with over 19 years of experience. Since 2014, we’ve been developing and producing our own successful brands—now recognized worldwide. With a certified production facility in Poland (HACCP, GMP, ISO), we also provide high-quality private label services to global partners. Our commitment to quality and innovation has earned the trust of clients worldwide, as confirmed by the opening of our new, larger production facility.

Red One Supplements is a trusted brand dedicated to health, fitness, and performance. We provide high-quality nutritional supplements designed to support energy, recovery, and overall well-being. Our products, from proteins to vitamins, are crafted with safe and effective ingredients backed by science. At Red One, we believe good nutrition is the key to success, helping athletes and individuals achieve their goals. With innovation, transparency, and passion, we fuel stronger, healthier, and more energetic lives.

Refined Nutrition was born out of a passion for helping people achieve their fitness and wellness goals with top-tier supplement products. Since our inception, we’ve been committed to delivering the highest quality ingredients, which is why many of our products feature patented ingredients known for their efficacy and purity.

Right Dose Supplements is a UAE-based brand established in 2022, dedicated to premium dietary supplements and health products. With four successful stores and rapid expansion plans, we serve athletes and health-conscious individuals across the Middle East. Our mission is to inspire healthier lifestyles through innovation, scientifically backed products, and exceptional service. We prioritize quality, customer satisfaction, and community building, aiming to become a leading wellness destination in the region

SCITEC NUTRITION® is one of the leading manufacturers of sports supplements, with its own production capabilities in a 30 000 m2 warehouse and manufacturing facility. Scitec is meant to be 1st choice for those who take sport seriously. We innovate for those who know that reaching goals requires extremely hard work, and the road to muscular physique leads through hard weight training. We are here to help people achieve the best version of themselves. We strongly believe that with enough passion, vocation and determination, everyone can do it! This is how we, and our followers set an example.

Shadow of Death is a Sports Nutrition Supplement brand based out of the United States. We offer core pillar products such as Pre-workout, Essential Amino Acids, Vasodilator/Pumps, Proteins and Thermogenics. The line is a traditional supplement line but with a hardcore twist from packaging to the formations.

SpiderLabs is a premium sports nutrition brand dedicated to helping athletes and fitness enthusiasts achieve peak performance, muscle growth, recovery, and overall wellness through science-backed, high-quality supplements. Our range includes protein powders, mass gainers, pre-workouts, fat burners, BCAAs, and specialty formulas, all rigorously tested for purity and safety. With a focus on transparency, effectiveness, and measurable results, SpiderLabs empowers users to train harder, recover faster, and reach their goals with confidence, standing out as a trusted and performance-driven brand.

Team Nogueira Dubai (TND) is a premier Martial Arts and Fitness academy dedicated to empowering members to reach peak health, fitness, and confidence. Known globally for excellence, TND upholds the highest standards of martial arts training in the Middle East, led by star coaches and world-class facilities. As the largest martial arts facility in the UAE, TND supports students and coaches in competing at local and international levels. The academy fosters a supportive environment where members challenge themselves alongside top coaches, with amenities like a full-size fight cage, boxing ring, Olympic lifting platforms, comprehensive cardio, and strength equipment, creating an unparalleled training experience.

Therabody is the global innovator in tech wellness and the creator of the Theragun®, the world’s first handheld percussive massage therapy device. Therabody’s mission is to provide effective, natural solutions that help people take charge of their daily wellness. Therabody’s clinical modalities include percussive massage therapy (Theragun), vibration therapy (Wave series), pneumatic compression technology (RecoveryAir), electrical stimulation (PowerDot), and Therabody App for a more personalized experience.

USN (Ultimate Sports Nutrition) is a global sports nutrition brand founded in South Africa in 1999. It provides a comprehensive range of supplements for various fitness goals, including muscle building, weight management, and performance enhancement. USN is known for its commitment to quality, utilising scientifically-backed formulations and rigorous testing to ensure product efficacy and safety. The brand has expanded from its roots to become a major player in the worldwide supplement market.

RTF LLC

The leader in the Russian sports and functional nutrition market

We create products for those who appreciate an active lifestyle, but are not ready to accept compromises between benefits and taste. Our philosophy is that health should be delicious and quality should be affordable.

The assortment includes more than 100 products for your tone and energy.:

• Protein bars and cookies,

• Sports nutrition,

• Vitamin complexes and dietary supplements.

For 7 years, we have been changing the food culture:

✅ 5 key product categories,

✅ 100+ products in our portfolio,

✅ From healthy snacks to comprehensive vitamin solutions.

Our mission is to inspire conscious choices, turning healthy into fun and making proper eating a habit.