Nutrifits

Overview

Nutrifits is an Egyptian maker of healthy and functional foods that wants to localise the industry and compete with imported health brands. It runs its own factory of about 1,000 square metres with several production lines. The filling lines are Egyptian-made, the jars are produced locally and only the capping systems are imported from China. It sells four health-focused products under one umbrella brand, including Fuel, Gouter and Zero, each aimed at a different group of health-conscious consumers.

The pitch

On Season 4 of Shark Tank Egypt, Nutrifits asked for EGP 15M for 10% and pitched itself as a local factory that could replace imported health foods. Mohamed Farouk offered EGP 15M for 30%. Ahmed Tarek then offered EGP 40M for 40%, which was billed as his highest offer of the season. The sharks debated whether one strong brand would do better than a four-product line.

Services & products

• FuelA health-focused product in the Nutrifits range for active, nutrition-minded consumers.
• GouterA Nutrifits health snack line aimed at a different consumer segment.
• ZeroA Nutrifits product for consumers who are watching what they eat.
• Local manufacturingIn-house production in a 1,000 m² Egyptian factory, with locally made filling lines and jars.

Team

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After the show

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