LifeBox

What LifeBox does

LifeBox, legally FIT FOOD S.R.L. (registration J40/5972/2016, fiscal code RO35996205), is a Romanian direct-to-consumer meal subscription service headquartered at Bld. Bucurestii Noi 50A, Bucharest, with delivery operations covering Bucharest and Ilfov county. Founded around 2017 and reporting 101-250 employees, the company sells calorie-controlled meal boxes delivered daily in an early-morning window (05:00-09:00 weekdays, 07:00-11:00 Saturdays), with orders placed before 14:00 fulfilled the next day. Its customer base is split between health-conscious individual subscribers in Bucharest pursuing weight management, muscle gain, vegan or pescatarian diets, and corporate clients subscribing on behalf of employees.

The product line comprises seven predefined menu types - OptimBox (weight loss), VeganBox, Veggie-Fish Box (pescatarian, 3 fish portions per week), SportBox (high-protein, 1,500-3,000 kcal), OFFICE-OPTIM (single-meal lunch plus 2 snacks for office workers), Comfort Box, and a Custom Menu Builder - each offered across multiple caloric tiers (typically 1,000-2,500 kcal, up to 3,000 kcal for SportBox). Menus are designed by in-house nutritionist Dr. Anamaria Iulian and prepared by chef Alex Cîrșbu. The technology stack is described as a web-based ordering platform with account management, subscription scheduling, and pay-by-click card-tokenization payment processing handled via LIBRA INTERNET BANK and the PaybyClick integration. Supporting tooling includes a LifeBox Calculator, GuideBox content, the NewsBox blog, email newsletter, and an Instagram channel (@LifeBox.ro).

Revenue is generated through recurring weekly or monthly subscriptions priced per day, with longer-duration commitments carrying volume discounts (5% for 15-19 day plans, 10% for subscriptions of 20 days or more) and promotional pricing of 10-15% for new customers. Day-rate pricing ranges from 84 RON for OFFICE-OPTIM to 140-194 RON for SportBox, with OptimBox starting at 114 RON/day. Named B2B clients include SoftVision, Betfair, Benefit and Tudor.Personal Tailor, while public testimonials feature individuals from Cloudflare, entertainment and music. A related beverage sub-brand, FRU/FRUFRU, sells lemonades as add-ons; a partnership with Urban Monkey adds vitamin shots and raw juices. The company is privately held with no disclosed external investors, funding rounds, M&A activity or revenue figures.

Name

LifeBox

Legal name

FIT FOOD S.R.L.

Website

https://lifebox.ro

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Short description

LifeBox (FIT FOOD S.R.L.) is a Bucharest-based direct-to-consumer meal subscription service delivering seven nutritionist-designed, chef-prepared calorie-controlled menus (OptimBox, VeganBox, Veggie-Fish Box, SportBox, OFFICE-OPTIM, Comfort Box, Custom) daily to consumers and corporate clients in the Bucharest and Ilfov area, with optional add-on beverages under its FRUFRU sub-brand.

Ownership category

akta.pro rank

Product category

Healthy Meal Subscription Delivery

NAICS

Special Food Services (7223)

SIC

Retail-Food Stores (5400)

akta.pro primary industry

Prepared Meal Subscriptions (Chef-Prepared, Recurring) (CRAHAJAD)

akta.pro secondary industries

Drop-Off Catering & Boxed Meals (HSACAGAB), Scheduled Delivery & Subscription Grocery (CRAHAIAC)

Keywords

• Meal subscription delivery
• Healthy meal plans
• Calorie-controlled meals
• Nutritionist-designed menus
• Corporate meal catering

Headquarters

HQ city

Bucharest

HQ country

Romania

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Subscription Meal Box: Recurring subscription revenue from weekly/monthly meal box plans. Customers choose from 1-4 weeks for weekly plans or 1 month for monthly plans. Plans include daily deliveries of 3 meals and 2 snacks, with options for different caloric levels (1000-3000 kcal). The subscription model provides predictable recurring revenue with automatic renewals.
2. Per-Day Pricing: Customers can purchase meal plans at per-day rates (e.g., Office-Optim at 84 RON/day, SportBox at 140-194 RON/day depending on caloric needs). This provides flexibility for customers who prefer shorter commitments.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

LifeBox delivers pre-planned, nutritionist-designed, chef-prepared meal subscription boxes to customers in Bucharest and Ilfov, with daily doorstep delivery between 05:00-09:00. Subscribers choose from seven predefined menu types (OptimBox, VeganBox, Veggie-Fish Box, SportBox, Office-Optim, Comfort Box, Custom) with caloric tiers from 1000 to 3000 kcal, each providing three meals plus two snacks per day. Subscription durations range from one day to four weeks, with per-day pricing in RON and automatic discounts for longer commitments.

Product overview

LifeBox is a Romanian meal subscription service operated by FIT FOOD S.R.L., delivering 7 predefined calorie-controlled menu options to customers in Bucharest. The core offering consists of OptimBox (weight loss), VeganBox (fully plant-based), Veggie-Fish Box (pescatarian), SportBox (high-protein for athletes), OFFICE-OPTIM (workplace lunch), Comfort Box, and Custom Menu (personalized). All menus are nutritionist-designed and chef-prepared, featuring 3 meals plus 2 snacks daily, with delivery between 05:00-09:00. The company also offers a beverage sub-brand called FRU (FruFru) for lemonades. Customers can configure subscription duration from 1 day to 4 weeks, with automatic discounts of 5% for 15-19 day subscriptions and 10% for subscriptions over 20 days.

Differentiator

Problem solved

Functional benefit

Brands

• FRUFRU: Separate brand linked to LifeBox, appears to be a related beverage or lifestyle brand.
• Menu Box
• OptimBox
• VeganBox
• Veggie-Fish Box
• SportBox
• OFFICE-OPTIM
• Comfort Box
• Custom
• GuideBox
• Calculator

Products and services

• OptimBox A subscription meal box for healthy weight loss or maintenance, providing three meals and two snacks per day across caloric tiers from 1000 to 2500 kcal, with menus planned by an in-house nutritionist and prepared by a chef.
• VeganBox A fully vegan meal subscription delivering plant-based nutrition including vegetables, tofu, legumes, rice, whole-grain pasta, fruits, nuts, and vegan snacks, available across 1000-2500 kcal daily tiers.
• Veggie-Fish Box A pescatarian subscription meal box providing balanced meals that include three portions of fish per week alongside vegetables, legumes, fruits, whole grains, nuts, and seeds, across multiple caloric tiers.
• SportBox A high-protein subscription meal box with four meals daily, calibrated for muscle gain or athletic performance, offered in 1500, 2000, 2500, and 3000 kcal daily tiers.
• Office-Optim A workplace lunch subscription menu delivering one main meal plus two nutrient-rich snacks per day, designed to maintain energy and focus through the workday without repetition for four weeks, priced at 84 RON per day.
• Comfort Box A general-wellness daily meal subscription offering positioned alongside LifeBox's other six predefined menu types, available for home delivery in Bucharest.
• Custom Menu A customizable subscription meal plan that lets customers select their preferred meals from the available LifeBox menu pool to compose a personalized daily plan.
• FRU (FruFru) A beverage add-on product line associated with the LifeBox brand offering lemonades (with and without bubbles) that customers can purchase alongside LifeBox meal subscriptions.

Quantifiable outcome

• Customers save 12-66 hours per month (2-10 hours shopping + 10-56 hours cooking)
• +3 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• SoftVisioncoreChannel Partner/ Reseller/ DistributorCorporate client using LifeBox for employee meal subscriptions. SoftVision employees receive LifeBox meal deliveries as part of corporate wellness benefits.
• BetfaircoreChannel Partner/ Reseller/ DistributorCorporate client using LifeBox for employee meal subscriptions. Betfair Romania employees receive LifeBox meal deliveries.
• BenefitcoreChannel Partner/ Reseller/ DistributorCorporate client using LifeBox for employee meal subscriptions through employee benefits platform.
• Tudor.Personal TailorminorChannel Partner/ Reseller/ DistributorCorporate client using LifeBox for employee meal subscriptions.
• Urban MonkeyminorStrategic or Co-development PartnerPartner brand offering add-on products like vitamin shots and raw juices available for purchase alongside LifeBox meal subscriptions.
• FRU (FRUFRU)minorStrategic or Co-development PartnerRelated brand under the LifeBox ecosystem. FRU offers lemonade products (with and without bubbles) available as add-ons to LifeBox meal orders.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Factor (formerly Factor 75): US-based D2C prepared meal subscription service delivering chef-prepared, calorie-controlled meals to subscribers. Closely comparable to LifeBox on meal format (pre-prepared vs. kits), subscription cadence, and health/weight-management positioning.
• Marley Spoon: Global D2C meal kit subscription service active in Europe (Germany, Austria, and others). Comparable as a subscription-based meal delivery operator with weekly menu variety serving health-conscious urban consumers.
• Gousto: UK-based D2C meal kit subscription company delivering weekly recipe boxes with curated menus. Comparable in subscription mechanics, menu customization, and health-positioning, though operating in kits vs. LifeBox's prepared-meal model.
• Blue Apron: US D2C meal kit and prepared meal subscription company. Comparable as a subscription-based meal delivery service targeting health-conscious urban consumers with menu variety and customization options.
• Mindful Chef: UK-based health-focused D2C meal kit subscription service offering calorie-counted and dietary-specific menus (vegan, paleo, etc.). Comparable to LifeBox in nutritionist-led menu design, dietary segmentation, and premium positioning.

Broad incumbents

• HelloFresh: Global D2C meal kit and prepared-meal subscription leader operating across Europe and beyond. Comparable as the dominant scaled analog of LifeBox's subscription model, though much larger and operating in multiple categories (kits, ready meals).

Regional players

• Tazz (eMAG): Romanian food delivery platform owned by eMAG, operating in multiple Romanian cities. Comparable as a delivery-orchestration competitor in LifeBox's home market, though primarily a marketplace/platform rather than a meal producer.

Emerging players

• Splendid Spoon: US-based plant-based meal subscription service offering ready-to-eat meals delivered weekly. Comparable in ready-meal (not kit) format, plant-based menu specialization, and lifestyle/health positioning overlapping with LifeBox's VeganBox.
• Territory Foods: US-based regional chef-prepared meal subscription service delivering fresh meals to subscribers in select metro areas. Comparable in chef-prepared ready-meal format, regional delivery model, and nutritionist-informed menu design.
• Daily Harvest: US D2C subscription service delivering frozen plant-based meals and smoothies. Comparable as a digital-first subscription food brand with dietary-segmented menus (vegan, etc.) and chef-designed positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LifeBox.ro
• Instagraminstagram.com/LifeBox.ro

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 LifeBox