Stay up to date on our entrepreneurs, events, research and more. Read our February newsletter here.
Brazil’s Minha Vida Group, which manages a medical/health care website of the same name and a popular online diet program called Dieta e Saude, took a major step forward in its growth this week with the announcement of its acquisition of TecnoNutri, an online application focused on healthy eating. The company can now claim 8 million single downloads each month for its two online diet and healthy eating applications and hopes to triple users of TecnoNutri’s application within the next five years. By their own count, the two programs have helped Brazilians shed over 5 million kilos through a combination of nutrition guidance (via a point system) and exercise.
“The pursuit of a better quality of life has been increasing, and this is directly connected with diet, which is one of Minha Vida’s purposes, ” said Minha Vida CEO and Endeavor Entrepreneur Daniel Wjuniski. “The idea [behind the acquisition] is to consolidate the group even more as a reference and our services as a helping hand. We have an important purpose alignment and we are very excited to be able to strengthen this awareness about a balanced diet with the TecnoNutri team.”
In Brazil, the healthy food market has never been busier, according to a report recently published by the consultancy Euromonitor. The company indicates that the sector’s sales have doubled in the past five years, reaching 98%. At the same time, obesity is also increasing in large strides due to industrialization and poor diet habits – 60 million Brazilians are overweight and 22 million are obese, according to a study published in the US in the past year.
Wjuniski and Minha Vida co-founder Fernando Ortenblad established the company in 2004 and were selected as Endeavor Entrepreneurs in 2009. The company became the first Brazilian investment for Endeavor Catalyst, Endeavor’s unique co-funding vehicle, in March 2012.
© 2021 Endeavor Global, Inc.
All Rights Reserved
Endeavor Global, Inc.
900 Broadway, Suite 301
New York, NY 10003
1 (212) 352-3200
Website by BRITEWEB