Da Magrinha

What Da Magrinha does

Da Magrinha is a Brazilian whole-grain food brand founded in 1999 in Florianópolis and incorporated by the Hathor Group in 2012. It produces and sells a portfolio of 100% integral (whole grain) products organized into five categories: Biscoitos (cookies), Granolas, Snacks, Cereais (cereals), and Complementos Alimentares (dietary supplements). The company is the first Brazilian brand to hold a complete line of products certified under the international WHOLE GRAIN standard, a credential recognized across 55 countries including the US and UK, which Da Magrinha uses to differentiate itself from competitors whose 'integral' labeling is not third-party verified.

The company sells through a multi-channel distribution model spanning major Brazilian supermarket chains (Extra, Pão de Açúcar, Carrefour, Angeloni), leading e-commerce marketplaces (Americanas, Mercado Livre, Magazine Luiza, Submarino), specialty natural-product retailers (Natue, Mundo Verde), regional chains, and international wholesale distributors in Argentina and the United States. Its commercial footprint is anchored by a headquarters and production base in Tijucas (Santa Catarina) and general offices in São Paulo, Rio de Janeiro, Chicago, and Santa Izabel - Santa Fé (Argentina). Marketing is conducted primarily through owned digital channels, including a blog, Instagram, Facebook, LinkedIn, YouTube, and email newsletter, targeting health-conscious consumers seeking genuinely whole-grain products.

Revenue is generated through wholesale and retail product sales of branded packaged foods, with no disclosed pricing model, contract structure, or financial figures. The company employs between 101 and 250 people, operates as a private subsidiary of the Hathor Group, and has no recorded external funding rounds. Its strategic posture emphasizes certification-led brand differentiation, retail-channel depth in Brazil, and selective international expansion rather than technology- or AI-driven disruption.

Name

Da Magrinha

Legal name

Da Magrinha

Website

https://damagrinha.com.br

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

Da Magrinha is a Brazilian whole-grain CPG brand producing certified 100% integral cookies, granolas, snacks, cereals, and dietary supplements, sold through major Brazilian supermarket chains, e-commerce marketplaces, and international distributors in Latin America and North America.

Ownership category

akta.pro rank

Product category

Whole Grain Foods

NAICS

Cookie and Cracker Manufacturing (311821), Breakfast Cereal Manufacturing (311230), Food Manufacturing (311)

SIC

Cookies & Crackers (2052), Food And Kindred Products (2000), Bakery Products (2050)

akta.pro primary industry

Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG)

akta.pro secondary industries

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG), Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars) (AFAKABAI)

Keywords

• Whole grain foods
• Integral cookies
• Healthy snacks
• Granola products
• Dietary supplements

Headquarters

HQ city

Santa Luzia

HQ country

Brazil

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Food Product Sales: Da Magrinha generates revenue through the sale of integral/whole grain food products including granolas, cookies, snacks, and dietary supplements. Products are sold through retail chains, wholesalers, distributors, and online marketplaces to end consumers.

Go-to-market motion1 record

Distribution channels7 records

Marketing channels6 records

Core offering

Da Magrinha manufactures and sells 100% integral (whole grain) food products in Brazil and abroad, including cookies (biscoitos), granolas, snacks, cereals, and dietary supplements (complementos alimentares). The portfolio is unified under the "100% INTEGRAL" sub-brand and bears the international WHOLE GRAIN certification, positioning the company as the first Brazilian brand with a complete certified whole grain product line.

Product overview

Da Magrinha is a Brazilian whole grain food company offering a unified portfolio of 100% integral (whole grain) products, including Biscoitos (Cookies), Granolas, Snacks, Cereais, and Complementos Alimentares (dietary supplements). The company is the first brand in Brazil with a complete line of internationally WHOLE GRAIN certified products. Founded over 25 years ago in Florianópolis and incorporated into the Hathor group in 2012, Da Magrinha positions itself as '100% Integral de Verdade' (Truly Whole Grain) with international certification distinguishing it from competitors.

Differentiator

Problem solved

Functional benefit

Brands

• 100% INTEGRAL: Product line certification marking products as truly integral with international Whole Grain certification

Products and services

• Biscoitos (Cookies) Whole grain cookies/biscuits sold as part of Da Magrinha's certified 100% integral product line for health-conscious consumers in retail and e-commerce channels.
• Granolas Whole grain granola products marketed under Da Magrinha's WHOLE GRAIN-certified integral food portfolio for retail and online consumers.
• Snacks Whole grain snack products distributed as part of Da Magrinha's 100% integral offering through supermarkets, wholesalers, and online marketplaces.
• Cereais (Cereals) Whole grain cereal products sold under Da Magrinha's certified integral food portfolio to retail and wholesale customers.
• Complementos Alimentares (Dietary Supplements) Dietary supplements sold as part of Da Magrinha's healthy whole grain product range to end consumers via retail and online channels.

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• General Mills: Global breakfast cereal and snack manufacturer (Nature Valley, Cheerios) with a strong whole grain portfolio. Comparable on cereal/snack bar manufacturing and a benchmark for scaling a whole grain brand internationally.
• Bauducco: Major Brazilian baked goods and snack manufacturer with national retail coverage. Competes in cookies and adjacent categories and represents the kind of scale Da Magrinha would face if it expands mass-market cookies.
• Mondelez International: Global snacks conglomerate with Brazilian operations covering biscuits, crackers, and whole grain products. Comparable in cookies and crackers manufacturing, and a likely long-term competitor in certified whole grain snacking.
• Quaker (PepsiCo): PepsiCo's whole grain/granola brand distributed across Brazil and Latin America. Direct overlap in granolas and oatmeal products, and a key benchmark for category positioning in the Brazilian market.
• Kellogg's: Global breakfast cereal and snack company with established whole grain positioning in Latin America. Directly comparable in breakfast cereal manufacturing and a potential distribution/acquisition counterpart for Da Magrinha.
• Nestlé Brasil: Multinational CPG with deep presence in cereals, cookies, and healthy snacks in Brazil. Represents both a competitive threat and a potential acquirer of the Da Magrinha brand in the integral/whole grain category.

Direct peers

• Marilan: One of Brazil's largest cookie and biscuit manufacturers with nationwide supermarket distribution. Direct competitor in the cookies/biscoitos category and a benchmark for scale in Brazilian biscuit manufacturing.
• Jasmine Alimentos: Brazilian whole grain and natural foods manufacturer with a broad portfolio of granolas, cookies, flours, and cereals. Targets the same health-conscious segment via supermarket and natural food channels.
• Mãe Terra: Brazilian natural and whole grain food brand offering granolas, cookies, cereals, and snacks. Direct overlap with Da Magrinha's product categories and target health-conscious Brazilian consumer.

Others

• Mundo Verde (franchise retail): Brazilian natural and healthy products retail chain that lists Da Magrinha as a supplier. Comparable in that it sells competing whole grain brands in the same specialty channel, defining the competitive set Da Magrinha faces on shelf.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCEXBySZnwAMvAqBsUF0h26w
• Facebookfacebook.com/DaMagrinha/?ref=br_rs
• LinkedInlinkedin.com/company/damagrinha
• Instagraminstagram.com/damagrinha
• Xx.com/damagrinhareal

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Da Magrinha