Mais Mu

What Mais Mu does

Mais Mu is a Brazilian direct-to-consumer fitness nutrition brand founded in 2015 in São Paulo by co-founders Otto and Neto and operating as MAIS MU COMÉRCIO DE ALIMENTOS E BEBIDAS S.A. The company sells protein supplements (whey protein concentrate with 20g protein per serving, whey protein isolate with 22g per serving, and a plant-based pea-and-rice blend), pure creatine, the Exquenta pre-workout line in traditional, caffeine-free, and nitrate variants, protein bars (Mukebar, Crushbar), wafer-style protein snacks (Chocowheyfer), savory snacks (including a co-developed parmesan snack with Scala Queijaria), and ready-to-drink protein beverages (Mulkshake, Matinais, Cappuccino Proteico). Product differentiation rests on Brazilian-anchored flavors such as Paçoquita, Doce de Leite, and Borelli Pistache, beta-alanine-free pre-workout formulations, and practical single-serve sachet formats; the company's own tech stack is standard e-commerce infrastructure rather than proprietary IP.

The business model is hybrid: proprietary e-commerce via lojamaismu.com.br is paired with multi-channel retail distribution across Brazilian natural food chains (Mundo Verde, Empório Natural, Bio Mundo), pharmacies (Drogaria Iguatemi), and supermarkets (St. Marche, Super Nosso), with early-stage export operations into Paraguay and the United States. Marketing relies on content marketing through an educational blog, email, organic social media leveraging the Muka mascot, influencer co-branded combo bundles, and a Pulseb cashback partnership. Pricing spans roughly R$67-R$315 across SKUs with free-shipping thresholds (R$299 South/Southeast/Central-West; R$399 North/Northeast) and 3x interest-free installment payments.

The company has raised approximately $9.4 million across disclosed rounds, including a 2020 round with Grão, a $5 million Series A in November 2023 led by BAT Brasil and Btomorrow Ventures with Kria participating, and a $4.4 million follow-on in May 2025 from BAT Brasil. Headcount is reported at 11-50 employees, headquarters are located at Rua Pamplona 145, sala 816, Jardim Paulista, São Paulo, and the company continues to actively extend its product portfolio, retail footprint, and international presence.

Name

Mais Mu

Legal name

MAIS MU COMÉRCIO DE ALIMENTOS E BEBIDAS S.A.

Website

https://lojamaismu.com.br

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Mais Mu is a São Paulo-based direct-to-consumer fitness nutrition brand selling whey protein, creatine, pre-workout supplements, protein bars, and snacks to Brazilian fitness enthusiasts and athletes through e-commerce and retail distribution, with expanding exports to Paraguay and the United States.

Ownership category

akta.pro rank

Product category

Sports Nutrition Supplements

NAICS

Food Manufacturing (311), Nonchocolate Confectionery Manufacturing (31134), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910), Food (Health) Supplement Retailers (456191)

SIC

Food And Kindred Products (2000), Beverages (2080), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)

akta.pro secondary industries

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE), Sports & Isotonic Drink Production (AFAFAFAB), Protein & Meal-Replacement Beverage Production (RTD Shakes) (AFAFAFAD), Sports Nutrition, Hydration & Recovery Products Distribution (CRAOAJAL)

Keywords

• Sports nutrition supplements
• Protein snacks
• Whey protein powders
• Pre-workout formulas
• Protein bars and wafers

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce product sales: Direct-to-consumer sales of protein supplements, creatine, pre-workout products, protein bars, and snacks through the company's e-commerce platform. Products sold in various formats including jars, refills, and individual sachets.
2. Retail distribution: Distribution through third-party retail channels including natural food stores, pharmacies, supermarkets, and specialty food shops (empórios) across Brazil, with expansion into Paraguay and the United States.
3. Influencer combo bundles: Co-branded combo products created with influencers, sold through the e-commerce platform as exclusive bundles.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Mais Mu formulates, markets, and distributes a portfolio of Brazilian sports nutrition and protein snack products—including whey protein concentrate and isolate, plant-based protein, creatine, pre-workout formulas, protein bars, protein wafers, savory snacks, and protein beverages—sold directly to consumers via its e-commerce store and through natural stores, pharmacies, and supermarkets across Brazil. The company targets fitness enthusiasts, body-transformation consumers, lactose-intolerant users, and athletes with Brazilian-flavored recipes, sachet single-serve formats, and beta-alanine-free pre-workout formulations.

Product overview

Mais Mu is a Brazilian fitness supplements and protein snacks company that offers a diversified portfolio centered around protein-based nutrition products. The core product line includes Whey Concentrado (20g protein/serving) and Whey Isolado (22g protein/serving) in multiple flavors and formats (pots, refills, sachets), Creatina (pure creatine supplements), and the Exquenta pre-workout line with three variants (Tradicional with caffeine, Nitrato for pump, and Sem Cafeína). The snacks segment features Chocowheyfer (wafer-style protein snack, the company's bestselling international product), Mukebar and Crushbar protein bars, savory snacks including a partnership product with Scala (parmesan snack), and protein bites. Protein beverages include Mulkshake (ready-to-drink) and Matinais (breakfast drinks including Cappuccino Proteico). The company also offers product bundles through Influencer Combos and Exclusive Combos, plus branded merchandise. Products are distributed via e-commerce, physical retail stores, pharmacies, supermarkets, and natural product stores across Brazil, with exports to Paraguay and the United States.

Differentiator

Problem solved

Functional benefit

Brands

• Muka: Company mascot character (a cow) featured on product packaging and branding materials
• Mulkshake
• Mukebar
• Crushbar
• Chocowheyfer
• Exquenta

Products and services

• Whey Concentrado Whey protein concentrate supplement available in multiple Brazilian-inspired flavors (Paçoquita, Borelli Pistache, Doce de Leite, Baunilha, Chocolate, Morango, Brownie, Cookies'n Cream, Chocolate com Coco, Chocolate com Avelã, Nanica Banoffee, Brownie do Luiz) and in pot (450g), refill (900g, 1.8kg), and sachet (15 units, ~35g each) formats. Delivers 20g of protein per serving for fitness consumers in Brazil.
• Whey Isolado Higher-purity whey protein isolate supplement with 22g protein per serving and lower lactose and fat than concentrate, positioned for faster absorption and enhanced recovery. Available in pot (450g) and refill (900g) formats with flavors including Baunilha, Brownie, Morango, Chocolate, Cookies'n Cream, and Sem Sabor.
• Proteína Vegetal Plant-based protein supplement made from a blend of pea and rice proteins, designed for vegetarians and lactose-intolerant consumers who need a high-quality, dairy-free protein source for daily supplementation.
• Creatina 100% pure creatine monohydrate supplement for performance enhancement, available in 210g and 500g refill sizes with flavored options (Melancia, Manga, Pink Lemonade, Tropical, Sem Sabor). Provides 3-5g of creatine per serving for strength and recovery benefits.
• Exquenta Pre-Workout Pre-workout supplement line offered in three variants: Tradicional (150mg caffeine, 500mg taurine, 16g palatinose per dose), Nitrato (caffeine-free with nitrates for vasodilation and pump), and Sem Cafeína (caffeine-free). Beta-alanine-free to avoid tingling sensations. Available in 300g, 500g, and 1kg sizes plus sachets (15 units of 20g).
• Mukebar Protein bar with 15g protein per bar, designed as an afternoon snack replacement, available in Paçoquita, Chocolate com Avelã, Chocolate Crocante, Cookies'n Cream, and Misto flavors. Sold in boxes of 12 units (720g).
• Crushbar Crunchy protein bar with high protein content, available in Misto (variety) and Morango (strawberry) flavors, sold in boxes of 12 units (420g).
• Chocowheyfer Wafer-style protein snack with 6g protein per unit, available in Misto, Chocolate, Paçoquita, Doce de Leite, Chocolate Branco, Morango, and Pistache flavors. Sold in 12-unit (300g) boxes or 20-unit (500g) Max version. Mais Mu's bestselling international product, exported to Paraguay and the United States.
• Bites Protein snack bites within Mais Mu's snacks line, sold as a portable high-protein snack option for fitness consumers.
• Salgado Protein Snack Savory protein snack within Mais Mu's snacks line, offered as a high-protein savory alternative to the brand's sweet bars and wafers.
• Snack de Parmesão Scala Protein parmesan snack co-developed with traditional Brazilian cheesemaker Scala, made from 100% parmesan cheese with 13g protein per serving, zero lactose, 134 kcal, low carb, baked and gluten-free. Sold in 8-unit boxes with zip-lock packaging for lactose-intolerant and high-protein snack consumers.
• Mulkshake Ready-to-drink creamy protein shake from Mais Mu's protein beverages line, sold in single-serving format as a convenient on-the-go protein option for fitness consumers.
• Matinais Protein Breakfast Drink Protein breakfast drink from Mais Mu's beverages line, designed for morning consumption to support daily protein goals, including cappuccino-flavored variants.
• Cappuccino Proteico Protein cappuccino beverage combining whey protein, coffee, cinnamon, and pepper, with zero added sugar and no gluten. Available in Traditional and Vanilla Latte flavors, in 10-sachet (180g) and 200g pot formats, positioned for metabolism acceleration and satiety.

Quantifiable outcome

• Each whey sachê provides 20g of concentrated protein for muscle recovery
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

One partnership is on record.

• Scala QueijariacoreStrategic or Co-development Partner · 31 March 2026Partnership between Mais Mu and traditional Brazilian cheese maker Scala to create a protein-rich parmesan snack. The product is made with 100% parmesan cheese, offering 13g protein per serving, zero lactose, and only 134 kcal per portion. This collaboration combines Mais Mu's nutrition expertise with Scala's cheese-making tradition.

Scale indicators2 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Myprotein: Global direct-to-consumer sports nutrition brand with a major Brazilian presence — competes on the same DTC e-commerce playbook and broad product portfolio, but at a materially larger scale with global brand recognition.
• Optimum Nutrition: Global premium sports nutrition brand (Gold Standard Whey) — directly comparable on core whey, creatine, and pre-workout categories and on serving serious fitness consumers, though with broader international distribution.

Direct peers

• Integral Médica: Long-standing Brazilian sports supplement brand with national retail distribution — directly comparable on core supplement categories and on serving Brazilian athletes and fitness consumers.
• Growth Supplements: Brazil's largest direct-to-consumer sports nutrition brand, offering whey, creatine, pre-workout, and supplements with a similar e-commerce-led model — the most direct head-to-head competitor for Mais Mu in the Brazilian market.
• Max Titanium: Major Brazilian sports nutrition brand with deep retail distribution across pharmacies and supplement shops — directly comparable on product portfolio (whey, creatine, pre-workout, bars) and on Brazilian mass-market positioning.
• Probiótica: Brazilian supplements manufacturer spanning sports nutrition, vitamins, and functional foods — comparable across product breadth, retail distribution, and the broader nutritional-supplements shopper Mais Mu targets.
• Black Skull: Brazilian sports nutrition and fitness apparel brand with strong gym-community identity — closely comparable target audience and product mix, including pre-workout and whey supplements with similar pricing architecture.
• Dux Nutrition: Brazilian sports nutrition brand with strong presence in natural and supplement retail — competes directly in whey, creatine, and pre-workout SKUs aimed at the same Brazilian fitness consumer base.
• Atlhetica Nutrition: Established Brazilian sports nutrition and supplements manufacturer with broad retail presence — competes head-on in whey, pre-workout, and protein bar categories and serves the same gym-goer and fitness enthusiast segment.

Emerging players

• FTW Sports Nutrition: Brazilian emerging sports nutrition brand with growing e-commerce and retail presence — comparable on target segment (gym-goers) and product mix, though smaller in scale and footprint than Mais Mu.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights7 records

Customer concentration

• Pinterestpinterest.com/maismuoficial
• Xx.com/maismubr
• LinkedInlinkedin.com/company/maismu

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors4 records

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

M&A

Investments

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

Frequently asked questions about Mais Mu