Startups innovate in search of healthier diet

The change of consumer habits in search of healthy eating has transformed its business Giants thanks. Coca-Cola, for example, started investing in natural juices and coconut water, and Unilever has had to offer healthy snacks. While the big attempt to change under pressure, a group of startups are born connected to new habits of the population. One company that stands out in this race is the paulista LivUp. Founded in 2016, the company delivers frozen meals of dishes such as salmon burger and chicken with cashew nut crust, in addition to soups and desserts. To go beyond the Lunchbox, the company uses the technique of the deep: with it, you can freeze a meal in 30 minutes instead of 10 hours required by a traditional freezer. According to Victor engineer Santos, founder of startup, this helps keep texture, flavor and nutrients from meal, which can stay in the freezer for up to six months. "People want healthy food, but also require practicality and convenience," he says, which sells 100,000 meals a month. The company also invests in technology to meet your consumer better, putting nutritionists and data side-by-side engineers to understand habits and reactions of their customers. Thus, the company can refine your menu from the suggestions of consumers. Another ability is to be able to deliver the freshest foods with the delivery schedule of meals, whose price starts at R $5. With R $10 million already received in contributions, the LivUp operates in the capitals of São Paulo, Rio and Minas. "The startup grows five times a year. It may be more, "says Santos. Who also seeks to facilitate access to healthy options BeGreen awning, which is created a allotment in a mall in Belo Horizonte (MG). To make the urban environment conducive to greenery, the company developed its own sensors and air conditioners. They help in quality of lettuce and beets planted and sold on site, without intermediaries. "Cities are growing too much and the food running out. The urban farm is a solution, "says Giuliano Banerjee, cofounder of Be Green. Today, the company only operates in the State capital, but provides for the opening of a greenhouse in São Paulo. "We can produce much more than a conventional producer, without pesticides," he says. Delivery. "Healthy eating is one of the biggest trends in the food and beverage sector, next to the delivery", says the Director of the Food consulting Consulting, Sergio Molinari. According to him, the segment should grow above the market for food and drink, which can have high of 2.9 percent this year and up to 4.3% in 2021. But the Outlook still draw attention, there are hurdles to be overcome. An example is the logistics: to grow across the country, full of difficulties, infrastructure startups must have a good plan of action. "There is a problem on the scale of these firms gain on the territorial extension," says Amure, Director of Brazilian Association Pine of Startups (ABStartups). "It's hard to deliver a competitive product on the other side of the country. Have the client, for the price, will prefer something that is close to home and not get in the way of the Bills, "says the expert. Who has faced the question is Hisnëk, a subscription Club of healthy snacks, like tapioca chips and cheese sticks half cure. With headquarters in São Paulo neighborhood of Lapa, the startup has struggled to deliver products in the North and Northeast. When this occurs, the company invests in customer attention. "If a box is taking so long to get to the destination, we send an equal to the user does not feel unassisted," says Carolina Dassie, founder of the company. "For the customer, it's not a problem of the carrier, but ours." Another way found by the startup was close partnership with companies. Thus, each company pays R $3 per employee, allowing employees to sign the company's discount boxes – the main box, with 22 items, falls from R $94.90 R $66 in the corporate plan. In this way, the Hisnëk can find customers in nearby regions, reducing the cost of delivery. At the same time, meets a demand of Brazilians: according to Food Consulting, 55% of people care about the quality of the meals I make at work. Bet. The startups also have drawn the attention of traditional industry companies. In the United States, Pepsico has already launched a program of acceleration that lasts six months and give $ $100,000 to the company more to stand out. Here in Brazil, there are similar initiatives: case of Jasmine Open Table, created by producer of organic foods Jasmine. Created in 2017, the selected Accelerator ten startups, with solutions ranging from more efficient production of drinks without preservatives or sugar. For Jean-Baptiste Cordon, Executive Chairman of the company, it's time to make up for lost time. "Brazil has already been too late, but now grows enough," he says. "We need to do that responsibly."