PURAVIDA

Company Overview

Founded in 2016, Puravida is an innovative, reliable, and sustainable healthy lifestyle tech company, providing nutrient-dense clean label products, such as vitamins and nutrients, proteins, functional and plant-based foods, and body care helping to propel a shift towards healthy diets, with positive implications for sustainability and global food security. As a digitally native vertical brand, Puravida has an omnichannel commercial strategy, selling over 60% via its B2C e-commerce channel, with the remainder being in sold in more than 3K retail doors across Brazil, including leading supermarket chains and specialized retail stores.

Puravida has a strong lifestyle-focused branding concept propelled by online proprietary content production and a broad social media network base with +1M followers, which enables not only to scale up the business reaching a wide range of healthy alternatives for different daily moments but also to earn consumer trust, connoting wellness through an unwavering commitment to the best quality ingredients.

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  • Puravida is benefitting from exposure to a fragmented, large, and growing Health & Wellness market ($26bn in Brazil, 8.1% CAGR14-19) driven by unstoppable consumer trends
  • Scalable healthy lifestyle brand concept with a diversified clean label portfolio and cohesive product stories
  • Proven systematic capacity to innovate capturing key trends and swiftly translating into innovative high added value products in various categories
  • Competitive and profitable business model, with solid growth track-record (+110% CAGR 18-2020) and high ROIC
  • Sustainability as a core pillar, purveying nutritious, ethically, and sustainably sourced natural ingredients, with a mission to provide nutrient-rich diets and healthy consumption habits
  • Attractive exit opportunities driven by scarcity value

Recently acquired, Aqua Capital has been supporting Puravida’s commercial omnichannel expansion whilst maintaining the brand’s innovation DNA and principles

  •  Professionalization
    • Implementation of new ERP SAP and attraction of top talent both to the operation as well as to the BOD, building the foundations and governance to scale up the business boldly
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  • Growth:
    • Implementation of analytics and data-driven decisions to support commercial expansion in channels, regions, and new markets, and acceleration of an online subscription-based model
    • Major scale up of the off-trade channel: specialty retailers, key accounts, and drugstores
    • Strong growth while maximizing operational performance and customer experience through a top-notch e-commerce
    • Long-term value creation plan built together with McKinsey &Co
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  • Transform:
    • Execution of two transformational acquisitions with successfully executed integrations: (i) Tradal Brazil, a specialist in functional food and natural ingredients, ensuring vertical integration with a well-controlled supply chain, and (ii) Puravida Academy, a leading health & wellness e-learning platform that increases customer loyalty and spending, reinforcing a lifestyle-linked brand concept
    • Launched more than 30 up-to-date formulations, aligned with major health & wellness trends
    • Development of a new e-learning platform as a subscription-based content model in order to increase customer awareness
    • Implementation of several digital levers, such as subscription sales model, live commerce and member-get-member initiative, boosting customer loyalty and LTV/CAC
  • Impact:
    • Implementation of eco-friendly packaging, supply chain full traceability, and other positive impact projects, including promotion of gender equality, resource efficiency, and carbon emission offset through renewable energy credits
    • Structuring of a dedicated ESG area to ensure highest global standards of sustainability
    • Social projects returning profits to local communities