Vita Meals

What Vita Meals does

Vita Meals, operating commercially under the brand Vita Health, is an Italian mobile wellness technology company founded in 2015 and headquartered in Milan. The company operates a subscription-based mobile application that combines personalized nutrition planning, fitness training, and health monitoring into a single platform. Users receive diet plans developed by certified nutritionists, follow trainer-designed workout programs, track intake via an integrated food diary, and consult with doctors, nutritionists, and trainers via in-app chat. The company reports more than 35,000 subscribers and a stated 94% customer satisfaction rate, distributed through a self-serve mobile acquisition model with QR-code and app store funnels.

The platform's core technology is a unified consumer mobile application (iOS and Android) supported by a dedicated corporate HR dashboard for B2B wellness program administration. Proprietary features include personalized diet plans, an integrated food diary, expert chat integration, and a corporate HR dashboard with reporting capabilities. No API, SDK, MCP, or formal AI/ML components are disclosed. Vita Meals segments its market horizontally, serving individual health-conscious consumers as the primary segment and corporate clients as a secondary segment, with no named enterprise logos disclosed. Distribution is concentrated through mobile app stores for consumers and direct B2B field sales for enterprise accounts, all within a single-country (Italy) geographic footprint.

The company monetizes via individual recurring app subscriptions and dedicated enterprise sales for corporate wellness benefits. Vita Meals has raised approximately $4.97M across five funding rounds between 2016 and 2021, with CDP Venture Capital (December 2021) and Moffu Labs (August 2018) as known institutional investors. The company completed the acquisition of "Diet to go" in December 2020 and is led by CEO Andrea Lippolis and CTO Fabrizio Machella. The company remains privately held with no disclosed revenue figures.

Name

Vita Meals

Legal name

Vita Health

Website

https://vitameals.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Vita Meals operates the Vita Health mobile wellness app, delivering personalized nutrition plans, workout programs, and expert consultations to Italian consumers via subscription and to corporate clients through a dedicated HR dashboard.

Ownership category

akta.pro rank

Product category

Mobile Wellness Application

NAICS

Diet and Weight Reducing Centers (812191)

SIC

Services-Health Services (8000)

akta.pro primary industry

Wellness Program Design & Accountability Coaching (HSADAGAC)

akta.pro secondary industries

Virtual Preventive Care & Wellness Coaching (incl. lifestyle medicine) (HLALADAK), Corporate/Workplace Wellness Coaching (HSADAGAL)

Keywords

• Personalized nutrition plans
• Wellness mobile app
• Online nutritionist consulting
• Corporate wellness programs
• Fitness coaching platform

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Others

Revenue model

1. Individual Subscription: Mobile app subscription for individual users providing access to personalized diet plans, workout programs, food diary, and unlimited consultations with nutritionists, doctors, and trainers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Vita Meals (operating as Vita Health) sells a mobile wellness application that combines personalized nutrition plans, fitness training, and health monitoring into a single platform, supported by unlimited chat access to certified nutritionists, doctors, and trainers. The company also offers a dedicated corporate wellness product with an HR dashboard for managing employee benefit programs and reporting on workforce wellbeing.

Product overview

Vita Health is a single unified mobile wellness application that combines nutrition planning, medical consultations, and fitness training. The app provides personalized diet plans created by nutritionists, unlimited consultations via chat, and workout programs, all integrated into one platform for individual users and corporate wellness programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Vita Health Mobile App

Quantifiable outcome

• 94% customer satisfaction rate
• +3 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Simple (Simple.life): Subscription wellness app offering intermittent fasting and nutrition guidance with coaching — a smaller, more focused player with overlapping B2C wellness subscription model.
• Cronometer: Nutrition tracking app with detailed food diary and health metrics — partial overlap with Vita Health's food diary and health monitoring features.

Direct peers

• MyFitnessPal: The largest nutrition tracking app globally, with food diary, meal planning, and integrations — overlapping with Vita Health's core food diary and dietary tracking features.
• Freeletics: European (German) fitness and coaching app combining personalized workout programs with coaching — directly comparable to Vita Health's fitness training layer.
• Lifesum: Swedish wellness app offering personalized nutrition plans, meal tracking, and health coaching via subscription — closely aligned with Vita Health's product offering and European base.
• Yazio: European-based nutrition tracking and coaching app with personalized meal plans, food diary, and subscription model — a near-direct competitor to Vita Health's core consumer proposition.
• BetterMe: Subscription wellness app offering personalized nutrition, workout, and coaching programs — comparable in business model and product breadth to Vita Health.
• Noom: Subscription wellness platform combining personalized nutrition coaching, habit change, and human coaching — the most prominent scaled competitor in Vita Health's exact category.

Broad incumbents

• WW (Weight Watchers): Established global weight management program with coaching and digital subscription tiers — a broader incumbent with overlapping nutrition coaching and corporate wellness offerings.
• Headspace: Major subscription wellness platform with corporate wellness channel — overlaps with Vita Health's enterprise wellness motion and broader consumer wellness positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/feat_food
• Facebookfacebook.com/vitamealsitaly
• LinkedInlinkedin.com/company/vitameals

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds5 records

Investors2 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 Vita Meals