Natue
Natue, operating as Mundo Verde, is a Brazilian São Paulo-based specialty retailer and e-commerce platform for natural and organic products — including supplements, wellness, and hygiene items — serving health-conscious Brazilian consumers nationwide through franchise stores, a VTEX online storefront, and home delivery.
- Company typePrivate
- Founded1997
- HeadquartersSão Paulo, Brazil
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Natue does
Natue, operating commercially as Mundo Verde, is a Brazilian specialty retailer focused on natural and organic products, headquartered in São Paulo. Founded in 2012 per firmographic records (with the Mundo Verde brand tracing back to 1997), the company runs an omni-channel model comprising a nationwide franchise store network, a VTEX-powered e-commerce storefront (mundoverde.com.br), and home delivery services covering all of Brazil. Its assortment spans food and beverages, dietary supplements, wellness products, and hygiene and beauty, organized around four key departments: Alimentos e Bebidas, Suplementos, Bem-estar, and Higiene e Beleza.
The platform combines a Mundo Verde private-label range (omega-3, collagen, psyllium, chia seeds, protein snacks, green banana flour) with third-party brand partnerships at varying strategic tiers — including Essential Nutrition, Vitafor, Puravida, and Catarinense as core-tier suppliers, and Bioroots, Caffeine Army, and Mais Mu as additional lines. Commercial mechanics include unit pricing with a 3% Pix payment discount and up to 3x interest-free credit card installments, supported by a 'Seja um franqueado' franchise recruitment channel, WhatsApp customer service, a content/blog hub at blog.mundoverde.com.br, and organic social presence. The company self-positions as the largest specialized network of natural and organic products in Latin America.
Revenue mechanics come from three streams: direct retail sales through company-operated channels, franchise network sales and fees, and online sales with delivery. The customer base is horizontal — health-conscious Brazilian consumers seeking vegan, low-carb, organic, gluten-free, sugar-free, and lactose-free products for general wellness, immunity, and longevity use cases. Leadership comprises CEO Greice Tavares and CTO Paulo Victor Gomes, with a corporate headcount of 51–100 employees. No patents, certifications, public-company status, or disclosed AI capabilities are recorded in the source data.
Natue firmographics
Firmographics- Name
- Natue
- Legal name
- Mundo Verde
- Website
- https://natue.com.br
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Natue, operating as Mundo Verde, is a Brazilian São Paulo-based specialty retailer and e-commerce platform for natural and organic products — including supplements, wellness, and hygiene items — serving health-conscious Brazilian consumers nationwide through franchise stores, a VTEX online storefront, and home delivery.
- Ownership category
- akta.pro rank
Natue industry classification
Industry- Product category
- Natural and Organic Health Retail
- akta.pro primary industry
- Natural, Organic & Health Foods Wholesale Distribution (CRAOAAAK)
Keywords
Where Natue is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Markets served
Natue business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Retail Sales (Physical Stores and E-commerce): Revenue generated through direct retail sales of natural and organic products via company-owned stores, franchise network, and online store (e-commerce) with delivery services throughout Brazil.
- Franchise Network: Revenue from franchise fees and sales through the network of Mundo Verde franchise stores across Brazil.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Retail product pricing |
Distribution channels3 records
Marketing channels4 records
Natue product offering
Product offeringCore offering
Natue operates as Mundo Verde, the largest specialized retail network in Latin America for natural and organic products. The company sells supplements, vitamins, natural and organic foods, hygiene and beauty items through physical franchise stores, an e-commerce website (mundoverde.com.br), and home delivery services throughout Brazil. It also operates a franchise program enabling entrepreneurs to open Mundo Verde stores under the brand.
Product overview
Mundo Verde operates as Brazil's largest specialized retail network for natural and organic products, functioning as a multi-brand e-commerce and physical store platform. The core offering is a curated marketplace combining proprietary Mundo Verde private-label products (supplements, seeds, protein snacks, flours) with third-party brand partnerships including Essential Nutrition (omega-3, collagen, whey), Vitafor (enzymes, CoQ10, glutamine), Puravida, Catarinense, Bioroots, Caffeine Army, and Mais Mu. The company serves health-conscious consumers through physical stores, VTEX-powered e-commerce, and delivery services nationwide, with product categories spanning supplements, foods/beverages, and personal care. A franchise program enables store expansion while a blog content hub supports wellness education.
Differentiator
Problem solved
Functional benefit
Products and services
- Mundo Verde Private Label Products Own-brand supplements, seeds, flours, protein snacks and functional foods (e.g., Psyllium capsules, Omega 3 EPA/DHA capsules, Chia seeds, green banana flour, protein cheese snacks) sold under the Mundo Verde brand to health-conscious consumers.
- E-commerce and Delivery Platform Online store and delivery service (powered by VTEX) enabling customers across Brazil to browse and purchase the full Mundo Verde catalog of natural, organic, and wellness products with delivery and multiple payment options including Pix and credit card installments.
- Mundo Verde Franchise Program Franchise opportunity program for entrepreneurs to open Mundo Verde-branded natural and organic product stores in Brazil, supported by the franchisor with store setup, brand, and operations infrastructure.
Companies that use Natue
Customer profileSegments1 record
Ideal customer profiles2 records
Natue technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Natue partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Essential NutritioncoreEssential Nutrition is a featured brand sold through Mundo Verde stores and e-commerce. Mundo Verde serves as a distribution channel for Essential Nutrition supplements including Omega 3, B Complex, Melatonin, Whey Protein, and Collagen products.
- VitaforcoreVitafor is a featured supplement brand available across Mundo Verde retail and e-commerce channels. Products include Creafort, Coenzima Q10, Glutamax, Omega 3, and Enzyfor.
- PuravidacorePuravida is a featured brand sold through Mundo Verde, including collagen protein and other health supplements.
- BiorootsminorBioroots is a brand available through Mundo Verde stores and e-commerce platform.
- CatarinensecoreCatarinense is a pharmaceutical/health brand featured at Mundo Verde including multivitamin products.
- Caffeine ArmyminorCaffeine Army brand available through Mundo Verde e-commerce and stores.
- Mais MuminorMais Mu brand available through Mundo Verde retail and online channels.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Natue competitors and assessment
Company assessmentBroad incumbents
- Raia Drogasil: Largest Brazilian pharmacy chain (RD) rapidly expanding natural, organic, and supplement assortments across hundreds of stores and digital channels. A broad incumbent encroaching on Mundo Verde's specialized retail niche.
- Whole Foods Market (Amazon): Largest US natural and organic food retailer, now owned by Amazon. Comparable category (natural, organic, supplements) but significantly broader assortment, scale, and online integration than Mundo Verde.
- Pague Menos: Major Brazilian drugstore chain extending into health, wellness, and beauty categories. Represents the broad-incumbent threat of pharmacy retail expanding into Mundo Verde's wellness territory.
Direct peers
- Natural da Terra: Brazilian specialty retailer focused on natural, organic, and healthy products through physical stores and e-commerce. Most direct domestic competitor to Mundo Verde with overlapping assortment (supplements, natural foods, wellness) and similar target customer.
- Holland & Barrett: International health food and supplement retailer with extensive physical store network and e-commerce. Closest international analogue to Mundo Verde in product mix (vitamins, supplements, natural foods) and target health-conscious consumer.
- GNC: Global specialty retailer of health, wellness, and nutritional supplements including vitamins, sports nutrition, and protein. Highly comparable in supplements-focused product mix and multi-channel retail model.
- Sprouts Farmers Market: US specialty grocer focused on natural and organic products with a curated, health-forward assortment. Highly comparable business model to Mundo Verde — category specialist combining fresh, supplements, and wellness in a smaller-store footprint.
- Natural Grocers (Vitamin Cottage): US natural and organic specialty retailer with a tightly curated assortment including supplements and vitamins. Comparable to Mundo Verde's positioning as a category specialist rather than a general supermarket.
- The Vitamin Shoppe: US specialty retailer of vitamins, minerals, supplements, and wellness products via stores and e-commerce. Direct overlap with Mundo Verde's supplement-heavy assortment and health-conscious customer base.
Emerging players
- iHerb: US-based global e-commerce platform specializing in supplements, natural, and wellness products shipping to Brazil. Digital-native competitor that overlaps Mundo Verde's e-commerce assortment without a physical footprint.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights5 records
Customer concentration
Natue social profiles
Digital presenceNatue financial estimates
Financial estimateRevenue estimate
Valuation estimate
Natue leadership team
Management profileNumber of profiles
Profiles2 records
Natue funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Natue M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Natue
What does Natue do?
Natue operates as Mundo Verde, the largest specialized retail network in Latin America for natural and organic products. The company sells supplements, vitamins, natural and organic foods, hygiene and beauty items through physical franchise stores, an e-commerce website (mundoverde.com.br), and home delivery services throughout Brazil. It also operates a franchise program enabling entrepreneurs to open Mundo Verde stores under the brand.
Is Natue a public or private company?
Natue is a private company. It is classified as venture growth investor backed and is currently operating.
When was Natue founded?
Natue was founded in 1997. It employs 51 to 100 people.
Where is Natue based?
Natue is headquartered in São Paulo, Brazil, in the Latin America region.
How does Natue make money?
Two revenue lines are on record. Retail Sales (Physical Stores and E-commerce) is the primary driver. The others are franchise Network.
Who are Natue's main competitors?
Broad incumbents on record are Raia Drogasil, Whole Foods Market (Amazon) and Pague Menos. Direct peers are Natural da Terra, Holland & Barrett, GNC, Sprouts Farmers Market, Natural Grocers (Vitamin Cottage) and The Vitamin Shoppe. iHerb is listed as an emerging player.
Does Natue have an API?
No public API is recorded for Natue.
What industry is Natue in?
Natue's product category is Natural and Organic Health Retail. Its primary akta.pro industry code is CRAOAAAK, Natural, Organic & Health Foods Wholesale Distribution.