Simpl.Food

What Simpl.Food does

Simpl.Food (legal name: Diëtistenpraktijk Simpl. Food) is a privately held Dutch dietitians' practice founded on January 1, 2010, by Eline Mengede in Lelystad, Netherlands. The firm operates 9 practice locations spanning the Flevoland (Almere, Lelystad, Zeewolde), Gelderland (Ermelo, Harderwijk, Hierden), and Utrecht (Mijdrecht, Wilnis, Vinkeveen) regions, delivering personalized nutrition and dietary counseling for medical conditions including diabetes, overweight/obesity, food allergies and intolerances, IBS (FODMAP), cardiovascular risk factors, COPD, malnutrition, and post-bariatric surgery care, plus general healthy eating for children, pregnant women, and adults. The clinical toolkit includes BIA bioelectrical impedance body composition measurement (in addition to standard BMI calculation) and structured multi-month programs: the BIAmed meal replacement protocol, the Kids FysioFitness program (with KernGezond Lelystad), the Challenge adult weight-loss program (with KernGezond), and the government-approved Gecombineerde Leefstijlinterventie (GLI) 2-year combined lifestyle intervention.

The business model is multi-stream. The primary revenue driver is fee-for-service dietitian consultation billed per unit (€25–€180 depending on visit type and home-visit surcharge), with the majority reimbursed via Dutch basic health insurance (3 hours/year covered with GP referral) or Ketenzorg care-chain arrangements; the practice is contracted with all Dutch health insurers and registered in the Kwaliteitsregister. Secondary streams include BIAmed product sales (meal replacements bundled with coaching), corporate wellness training delivered on-site to employers, and co-delivered lifestyle programs with KernGezond. Go-to-market is referral-led: GPs, specialists, and care-chain partners refer patients, supplemented by direct self-referral via the IntraMed patient portal, SEO-optimized condition pages, blog content marketing, and Instagram. The team of 7 dietitians (each with distinct specializations) and 1 administrative employee is independently owned with no external funding, no parent company, and no disclosed M&A activity.

Name

Simpl.Food

Legal name

Diëtistenpraktijk Simpl. Food

Website

https://simplfood.nl

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Simpl.Food is a privately held Dutch dietitians' practice founded in 2010, operating 9 locations across Flevoland, Gelderland, and Utrecht that deliver personalized nutrition counseling, BIAmed meal-replacement programs, and government-approved lifestyle interventions to referred and self-referred individual patients, with a supplementary corporate wellness line.

Ownership category

akta.pro rank

Product category

Outpatient Dietetics & Clinical Nutrition Services

NAICS

Diet and Weight Reducing Centers (812191)

akta.pro primary industry

Medical Nutrition Therapy (Registered Dietitian) (HSADAFAE)

akta.pro secondary industries

General Nutrition Coaching (HSADAFAA), Corporate/Workplace Nutrition & Weight Management Programs (HSADAFAO), Meal Planning & Prep Coaching (Macros, Grocery Guidance) (HSADAFAN), Nutrition & Diet Education (Meal Planning, Macros, Healthy Cooking) (EDAAAHAA)

Keywords

• Dietitian services
• Nutrition counseling
• Medical nutrition therapy
• Weight management programs
• Clinical dietary advice

Headquarters

HQ city

Lelystad

HQ country

Netherlands

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dietician consultations: Professional dietitian services billed per consultation. Diëtetiek is covered by basic Dutch health insurance for up to 3 hours per calendar year with a doctor's referral. Additional hours may be covered by supplementary insurance. Direct billing to insurance companies.
2. BIAmed meal replacement products: BIAmed is a meal replacement product offered exclusively with personal guidance from the practice. Sold as part of weight management programs.
3. Corporate wellness training: Simpl.Food provides workplace nutrition education sessions for companies to reduce nutrition-related absenteeism. Offered in group or individual formats at company locations.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Simpl.Food is a Dutch dietitians' practice delivering personalized nutrition and diet advisory services for medical conditions including diabetes, overweight/obesity, food allergies and intolerances, IBS, cardiovascular disease, COPD, pediatric nutrition, and post-bariatric care. Services are delivered through in-person consultations at 9 practice locations, supplemented by home visits, phone/email consultations, and structured programs (BIAmed meal replacement, GLI lifestyle intervention, Kids FysioFitness, Challenge, FODMAP). Corporate wellness training is sold to employers for workplace nutrition education.

Product overview

Simpl.Food is a multi-location dietitians' practice (diëtistenpraktijk) founded in 2010, offering a suite of nutrition and diet advisory services centered around its core Voedings- en dieetadvies offering. The portfolio includes specialized programs such as the BIAmed meal replacement system (with BIA body composition measurements), the Kids FysioFitness/Slim Club Kids program for children, the Challenge weight-loss program (with exercise via KernGezond), the government-recognized Gecombineerde Leefstijlinterventie (GLI) 2-year lifestyle program, and the FODMAP diet for IBS. An online BMI calculator and an IntraMed-based patient portal complement the service offering. The practice operates across 9+ locations in Almere, Lelystad, Ermelo, Harderwijk, Zeewolde, Hierden, Mijdrecht, Wilnis, and Vinkeveen, with dietitian consultation fees ranging from €25 to €180 depending on consultation type.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 75% of IBS patients experience symptom reduction following FODMAP diet
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

16 partnerships are on record, tiered core and minor.

• KernGezond LelystadcoreStrategic or Co-development PartnerPartnership for Kids FysioFitness program for children with overweight and the Challenge program for adults. KernGezond provides physiotherapy and fitness training while Simpl.Food provides nutritional guidance. Programs run for 9 months (Kids) and 3 months (Challenge) with 2x weekly sports sessions.
• FlevoziekenhuiscoreStrategic or Co-development PartnerRegional hospital partnership for patient referrals and care coordination in Flevoland region.
• MediMereminorStrategic or Co-development PartnerHealthcare provider offering physiotherapy, Geboortecentrum (birth center), and Sterilisatiecentrum (sterilization center) services.
• Ketenzorg NederlandcoreStrategic or Co-development PartnerCare chain organization for chronic conditions (diabetes, COPD, CVRM). Ketenzorg patients receive dietetic care excluded from deductible.
• BuurtzorgminorStrategic or Co-development PartnerNeighborhood care organization providing home nursing services.
• FlevoResearchminorOthersResearch institution in Flevoland region.
• ISIS EerstelijnspsychologieminorOthersPrimary care psychology practice in the network.
• MedimereminorStrategic or Co-development PartnerHealthcare provider in the partnership network.
• Medical Health ConceptsminorStrategic or Co-development PartnerHealthcare business partner in the network.
• De WaterlelieminorOthersHealthcare facility partner.
• Cardiologie NederlandminorStrategic or Co-development PartnerCardiology network/organization.
• Logopedie FlevolandminorOthersSpeech therapy provider in Flevoland.
• Woonzorg FlevolandminorStrategic or Co-development PartnerResidential care organization in Flevoland.
• GezaminorStrategic or Co-development PartnerHealthcare partner in the network.
• Almere CityminorOthersSports facility/club in Almere.
• Sport SpinminorOthersSports organization partner.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Emerging players

• Noom: Noom is a digital health platform offering psychology-driven weight management and nutrition coaching with human coach support. Comparable to Simpl.Food as an emerging player in app- and coach-delivered dietetic care targeting similar self-pay consumer and chronic-disease users.

Broad incumbents

• Medifast: Medifast is a publicly traded US weight management company whose Optavia division sells coach-led meal replacement programs. Comparable as a broad incumbent in structured meal-replacement weight management, overlapping directly with Simpl.Food's BIAmed offering.
• Jenny Craig: Jenny Craig is an established weight management brand combining personal coaching with portion-controlled meal replacements. Comparable to Simpl.Food as a broad incumbent in the same dietitian/coach-supervised meal-replacement category used by the BIAmed program.
• WeightWatchers (WW International): WW International is a global weight management company with a substantial Dutch commercial presence and digital/app-based offering. Comparable as a broad incumbent in the dietitian-adjacent weight management and behavior-change space where Simpl.Food operates its Challenge and BIAmed programs.

Direct peers

• Happ: Happ is a Dutch digital nutrition coaching platform connecting individuals with registered dietitians. Comparable to Simpl.Food because it offers dietitian-led personalized nutrition programs in the Netherlands, with overlapping customer segments (weight management, healthy eating, chronic disease support).
• Voeding Leeft: Voeding Leeft is a Dutch lifestyle medicine organization that runs Gecombineerde Leefstijlinterventie (GLI)-style programs for chronic conditions like diabetes and obesity. Directly comparable to Simpl.Food because both deliver condition-specific nutrition programs inside Dutch reimbursed care chains and target the same patient populations.

Regional players

• Slim4Life: Slim4Life is a Dutch weight-loss coaching chain operating physical studios in the Netherlands. Comparable as a regional player offering dietitian-supervised weight-loss coaching to Dutch consumers, with similar brick-and-mortar distribution and recurring weigh-in model to Simpl.Food's Challenge and BIAmed programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/simpl.food
• LinkedInlinkedin.com/company/simpl-food

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Simpl.Food