What Liv Up does

Liv Up is a Brazilian direct-to-consumer foodtech company founded in 2016 and headquartered in São Paulo. The company designs, produces, and distributes chef-developed, nutritionist-approved ready-to-eat frozen meals under the marquee proposition of ultracongelamento — a snap-freezing technique it pioneered in Brazil intended to preserve the nutritional properties and fresh-made flavor of meals produced with natural, preservative-free ingredients sourced from family farmers. The company operates what it describes as the largest artisanal ultra-frozen food kitchen in Brazil and offers nine product categories including Dia a Dia (everyday, 300g), Turbinadas (370g), Baixa Caloria (up to 350 kcal), Performance (430g, high-protein), Performance PRO (580g), Vegetarian, Massas (artisanal pasta), and Gourmet lines, alongside bundled 14- and 20-meal kits.

Its business model is primarily direct-to-consumer e-commerce: customers order via livup.com.br or the iOS/Android apps, with per-meal kit pricing from R$14.99 to R$28.99, first-purchase discounts up to 39%, free shipping above R$290, and payment via PIX, credit card, and Brazilian meal vouchers (VR, VA, Alelo, Sodexo, Ticket). Distribution reaches 15+ Brazilian states through home delivery and a network of 15 physical pickup points across major cities (São Paulo, Rio de Janeiro, Belo Horizonte, Curitiba, Porto Alegre, Brasília, Florianópolis, Fortaleza, Recife, Salvador, Goiânia, Campinas, Ribeirão Preto, Londrina). Three partner channels supplement the core DTC motion: a Reseller Program (bulk B2B), a Liv Creators affiliate program, and a Nutritionist Partner referral program; corporate/B2B meal-benefit partnerships add a fourth revenue stream.

The company has raised approximately R$230M in Series D financing (R$180M led by Lofoten Capital in June 2021 plus a R$50M extension with Globo Ventures in September 2021), a US$5M strategic minority investment from Minerva Foods (October 2022), and earlier rounds including a Series C of approximately US$22M in October 2019. It became a certified B Corporation in 2022 and achieved 100% cage-free eggs across recipes by July 2024. Reported headcount is 501–1,000.

Name

Liv Up

Legal name

LIV UP COMÉRCIO DE ALIMENTO LTDA.

Website

https://livup.com.br

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Liv Up is a Brazilian foodtech founded in 2016 that designs, produces, and sells chef-developed, nutritionist-approved ready-to-eat frozen meals direct to consumers via its e-commerce site, mobile apps, and 15 pickup points across 15+ states.

Ownership category

akta.pro rank

Product category

Frozen Ready Meals

NAICS

Frozen Specialty Food Manufacturing (311412), Frozen Food Manufacturing (31141)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Frozen Entrées & Complete Meals (CRADADAA)

akta.pro secondary industries

Frozen Plant-Based & Vegetarian Meals (CRADADAF), Prepared Meal Subscriptions (Chef-Prepared, Recurring) (CRAHAJAD), Cold Prepared Foods & Meal Components (Sides, Proteins, Family Meals) (CRAHAKAC)

Keywords

• Frozen ready meals
• Healthy meal kits
• Flash frozen food
• Fitness meal delivery
• Frozen food e-commerce

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices15 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct-to-Consumer Meal Sales: Liv Up generates revenue by selling ready-to-eat frozen meals and meal kits directly to consumers via its e-commerce website and mobile app. Customers can purchase individual meals or bundled kits (14 or 20 meals) with recurring or one-time delivery. The primary revenue stream is unit-based meal sales with per-meal pricing and kit bundling. Payments accepted include PIX, credit card, and meal/food vouchers (VR, VA).
2. Reseller / B2B Partnerships: Liv Up operates a reseller program where approved partners (retailers, health food shops, corporate cafeterias) purchase Liv Up products in bulk and resell to their own customers. This is a wholesale B2B revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Liv Up produces and sells ready-to-eat flash-frozen (ultracongelado) healthy meals and meal kits directly to Brazilian consumers via its e-commerce website and mobile apps. Its meals are organized into categories such as Dia a Dia, Baixa Caloria, Performance, Performance PRO, Turbinadas, Vegetarianas, Massas, and Gourmet, and are sold individually or as 14/20-meal bundles. The company also runs B2B reseller, corporate meal-benefit, nutritionist, and creator partner programs.

Product overview

Liv Up is a Brazilian foodtech company specializing in ready-to-eat ultracongelado (flash-frozen) healthy meals and meal kits. The core product offering consists of marmitas (fitness meal containers) available in multiple categories: Dia a dia (everyday), Baixa Caloria (low-calorie up to 350 kcal), Performance (high-protein, 430g), Performance PRO (maximum protein, 580g), Turbinadas (larger 370g portions), Vegetarianas (plant-based), Massas (artisanal pasta), and Gourmet (premium). The product line also includes Kits (bundles of 14 or 20 meals offering per-meal savings), Porções (individual protein and side portions), and various snack categories. The company operates through its e-commerce website and mobile applications (iOS/Android), complemented by B2B programs including a Reseller Program, Liv Creators influencer program, Partner Nutritionist program, and Corporate Partnership program. Founded in 2016, Liv Up positions itself as a provider of chef and nutritionist-designed meals using natural ingredients without preservatives, delivered frozen to preserve nutritional properties.

Differentiator

Problem solved

Functional benefit

Products and services

• Marmitas (Frozen Ready Meals) Ready-to-eat flash-frozen meal containers made with natural, preservative-free ingredients and designed by chefs and nutritionists. Available in categories targeting everyday eating, low-calorie (up to 350 kcal), high-protein sports performance (430g and 580g), larger 370g portions, vegetarian, artisanal pasta, and gourmet menus. Heated in 5 minutes via microwave or steam bath.
• Kits (Meal Bundles) Pre-packaged bundles of 14 or 20 flash-frozen meals offering per-meal savings, available across categories including Healthy, Low-Calorie, Performance, Performance PRO, Turbinadas, Vegetarian, and Pasta. Example pricing: Kit 20 healthy meals at R$339.80 (R$16.99/meal); Kit 20 Performance PRO at R$579.80 (R$28.99/meal).
• Porções (Individual Sides & Proteins) Individual portions of proteins (chicken, beef dishes) and carbohydrate/vegetable sides (jasmine rice, beans, vegetables) sold separately for accompaniment or meal customization.
• Lanches Proteicos, Salgados e Doces (Snacks) Frozen savory snacks (empanadas, protein-rich snacks) and sweet snacks sold for healthy indulgence between meals.
• Liv Up Mobile App iOS and Android mobile application for ordering meals, managing subscriptions, and accessing the full Liv Up menu. Available on the Apple App Store (id1423221955) and Google Play.
• Revenda Liv Up (Reseller Program) Wholesale B2B partnership program enabling approved retailers, health food shops, and corporate cafeterias to purchase Liv Up products in bulk and resell them to end customers.
• Empresa Parceiro (Corporate Partnership Program) B2B partnership program offering companies, benefit clubs, loyalty programs, and brands exclusive employee meal discounts through dedicated coupon codes and ongoing partnership metrics reporting.

Quantifiable outcome

• In 2023, more than 40 tonnes of food donated, benefiting 100,000+ people through Banco de Alimentos partnership.
• +2 more outcomes

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Family Farmers (Agricultores Familiares)coreStrategic or Co-development PartnerLiv Up partners directly with family farmers to source ingredients that are selected, preservative-free, and of known origin. This partnership is central to Liv Up's mission of connecting people to good real food and supporting sustainable agricultural practices.
• Banco de Alimentos (Food Bank)minorStrategic or Co-development PartnerSince 2018, Liv Up has partnered with Banco de Alimentos (Food Bank of São Paulo). Products with any deviation from production standards are donated rather than discarded. In 2023, 43 tonnes of food were donated, benefiting more than 100,000 people.
• EureciclominorStrategic or Co-development PartnerEureciclo is a Brazilian recycling offset certification program. Liv Up's partnership with eureciclo certifies that 100% of its packaging mass is offset, with payments going to micro-recycling enterprises. This partnership has generated extra income for 126 recycling cooperatives and offset 127+ tonnes of paper and plastic.
• Sistema B BrasilcoreOthersSistema B Brasil is the Brazilian arm of the global B Corp movement. Liv Up became a certified B Corporation (Empresa B) in 2022, demonstrating commitment to social and environmental performance, accountability, and transparency.
• Liv Creators (Content Creator Network)minorGTM or Marketing PartnerLiv Creators is an affiliate/content creator program where influencers and content creators promote Liv Up products on social media (TikTok, Instagram) and earn credit for each new customer referral. The program includes a dedicated onboarding flow, content templates, and a creator community.

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Daily Harvest: US-based DTC frozen meal and ingredient brand selling chef-designed, nutritionist-formulated frozen food directly to consumers via subscription. Closely mirrors Liv Up's D2C frozen healthy-meal model, kit-style subscription mechanics, and direct e-commerce/app distribution.
• Factor: US DTC chef-prepared frozen meal brand acquired by HelloFresh. Sells high-protein, calorie-controlled frozen ready-to-eat meals in portion sizes with recurring delivery — directly comparable to Liv Up's Performance/Low-Calorie marmita lines and subscription cadence.
• HelloFresh: Global leader in DTC meal-kits with a portfolio including ready-to-eat frozen offerings (Factor). Closely overlaps with Liv Up's kit (14/20-meal) bundles, recurring billing cadence, and DTC/app fulfillment model.
• Sun Basket: US DTC healthy meal-kit and prepared-meal brand. Comparable to Liv Up in D2C recurring meal subscription, focus on nutritionist-designed menus, and calorie/macro-controlled offerings.
• Blue Apron: Pioneer DTC meal-kit subscription brand. Comparable to Liv Up on kit/recurring-bundle mechanics and direct-to-consumer e-commerce fulfillment, though format is kits-to-cook vs. frozen-ready.
• CookUnity: US DTC chef-prepared ready-to-eat meal subscription with rotating menus of chef recipes. Comparable to Liv Up on chef-designed meals, subscription/bundle mechanics, and D2C-only fulfillment.
• Sakara Life: Premium DTC prepared-meal subscription focused on wellness/healthy nutrition. Comparable to Liv Up's positioning around chef/nutritionist-designed meals, premium pricing, and D2C subscription model.

Broad incumbents

• BRF (Brasil Foods): Brazil's largest processed-foods company (Sadia, Perdigão) producing frozen prepared meals at scale. Overlaps with Liv Up on frozen prepared meals and Brazilian retail distribution but at mass-market scale and price points.
• Nestlé Brasil: Global CPG with a large frozen-meals portfolio in Brazil (Stouffer's, Maggi) and other prepared-meal brands. Broad incumbent in the same category; doesn't specialize in Liv Up's DTC ultra-frozen health-focused niche.

Others

• Marfrig Global Foods: One of the world's largest beef producers and a key partner to Minerva Foods (Liv Up's minority investor). Related via the protein supply chain that powers Liv Up's meat-heavy Performance line, more relevant as supply-chain counterpart than direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/livupoficial
• TikToktiktok.com/@livupoficial
• Xx.com/livupoficial
• Facebookfacebook.com/livup.oficial
• LinkedInlinkedin.com/company/liv-up

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds9 records

Investors11 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Liv Up