UGO
UGO trade s.r.o. is a privately held Czech healthy food and beverage chain operating approximately 60 Freshbar and Salaterie locations across the Czech Republic and Slovakia, offering cold-pressed juices, salads, bowls, soups, and packaged retail products through company-owned stores, franchisees, and major grocery and hospitality partners. The company is owned by Kofola.
- Company typePrivate
- Founded2005
- HeadquartersKrnov, Czechia
- Headcount51–100
- GTM typeB2C
- OfferingServices
What UGO does
UGO trade s.r.o. is a privately held Czech healthy food and beverage chain founded in 2005–2006 in Ostrava by Marek and Katka Farník, currently operating a network of approximately 60 Freshbar (juice kiosk) and Salaterie (full-format restaurant) locations across the Czech Republic and Slovakia. Approximately 50% of locations are operated by franchise partners (franšížanti), with the remainder company-owned; franchise economics reportedly deliver an average ROI of 3.5 years. The company is owned by Kofola, a major Central European beverage group.
The core product portfolio spans cold-pressed fresh juices (using pascalization / high-pressure processing technology that delivers up to 30 days of shelf life without heat treatment or preservatives), smoothies, Superbowls, fresh salads, soups, grilled wraps and quesadillas (UGO Grill), and desserts, supported by named farmer sourcing relationships (e.g., carrots from Piletice, apples from Libině, salads from Polabí). Beyond in-store and own e-commerce (ugo.cz) sales, UGO operates a packaged retail line (UGO Balený sortiment) distributed through major Czech grocery chains (BILLA, Globus, Penny, Kaufland, Tesco, Rohlík, Košík, Žabka) and hospitality/travel channels (Starbucks, Lagardere, Regiojet, Makro, TAMDA), with Wolt and Foodora delivery partnerships added in 2024.
Monetization spans retail food and beverage sales (transaction-based pricing ranging from 37 Kč snacks to 549 Kč multi-item packages), franchise fees and royalties, packaged wholesale (minimum order 750 Kč), and subscription-style functional nutrition programs (UGO Balanc with two variants — Linie and Imunita — and the UGO Očistný půšt nine-day cleansing program), anchored by the UGO Fanda loyalty program (7% cashback on food, 5% on beverages). Production is centralized at the Jaželovice facility (relocated from Prague in 2019), with the registered headquarters in Krnov and regional offices in Prague and Ostrava.
UGO firmographics
Firmographics- Name
- UGO
- Legal name
- UGO trade s.r.o.
- Website
- https://ugo.cz
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- UGO trade s.r.o. is a privately held Czech healthy food and beverage chain operating approximately 60 Freshbar and Salaterie locations across the Czech Republic and Slovakia, offering cold-pressed juices, salads, bowls, soups, and packaged retail products through company-owned stores, franchisees, and major grocery and hospitality partners. The company is owned by Kofola.
- Ownership category
- akta.pro rank
UGO industry classification
Industry- Product category
- Healthy Fast Casual Restaurants
- NAICS
- Limited-Service Restaurants (722513)
- SIC
- Retail-Eating Places (5812), Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- Multi-Concept / Global QSR Chains (Mixed Menus) (THAFAAAO)
- akta.pro secondary industry
- Coffee Chains & Franchise Cafes (THAFADAB)
Keywords
Where UGO is headquartered
LocationHeadquarters
- HQ city
- Krnov
- HQ country
- Czechia
- HQ region
- Europe
Offices5 records
Markets served
UGO business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Retail Food & Beverage Sales (Company-Owned Stores): UGO operates Freshbar and Salaterie locations across the Czech Republic and Slovakia. Revenue generated from direct sales of fresh juices, smoothies, bowls, salads, soups, grilled items, and desserts. In-store dining and takeaway.
- Franchise Fees and Royalties: Franchise partners (franšízanti) operate approximately 50% of all UGO locations under franchise agreements. UGO provides brand, training, operational systems, and ongoing support. Average ROI of 3.5 years, with best cases at 1.5 years.
- Packaged Goods / Retail Distribution: Balený sortiment (packaged product line) including cold-pressed juices and prepared salads sold through retail chains (BILLA, Globus, Penny, Kaufland, Rohlík, Tesco, Žabka), airport/hospitality (Starbucks, Lagardere), and vending/catering (Mixa Vending, Regiojet, Fresh Point, Makro). Minimum order 750 Kč, delivered in 2-3 business days across Czech Republic.
- UGO Online E-Commerce: Online ordering via ugo.cz for pickup at stores or delivery. Integrated with Wolt and Foodora delivery platforms for broader geographic coverage.
- Program Sales (Očistný půst and Balanc): UGO Balanc wellness programs featuring four daily nutritionally balanced functional drinks for weight management and immune support. Also UGO Očistný půst (cleansing fast) program. Prepared fresh daily and available for online purchase.
- UGO Fanda Loyalty Program: Cashback-based loyalty program. 7% cashback on food, 5% on beverages. Points redeemable as discounts on subsequent purchases (1 point = 1 Kč). Generates repeat purchase revenue and customer data.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single-item pricing for beverages and fresh juices |
| Unit Pricing | Pay-as-you-go | Bowls and Superbowls (main meal items) |
| Unit Pricing | Pay-as-you-go | Soups (warm meals) |
| Unit Pricing | Pay-as-you-go | ISIC student menu |
| Unit Pricing | Pay-as-you-go | Gift cards |
| Unit Pricing | Pay-as-you-go | UGO Fanda loyalty program |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels8 records
UGO product offering
Product offeringCore offering
UGO trade s.r.o. operates a chain of Freshbar kiosks and Salaterie full-service restaurants across the Czech Republic and Slovakia, selling cold-pressed juices, smoothies, bowls, salads, soups, grilled wraps, desserts, and breakfast items. Approximately 50% of locations are franchise-operated. The company also distributes packaged juices and prepared salads through major Czech retail chains (BILLA, Globus, Kaufland, Tesco, Rohlík, Žabka), hospitality partners (Starbucks, Lagardere, Regiojet), and delivery aggregators (Wolt, Foodora), supported by its own e-commerce platform at ugo.cz.
Product overview
UGO is a Czech healthy food and beverage chain operating Freshbar and Salaterie formats across the Czech Republic and Slovakia. The product portfolio spans cold-pressed fresh juices and smoothies (preserved via paskalizace/high-pressure processing), Acai bowls and drinks, Superbowls, fresh salads, soups, grilled items (wraps and BBQ quesadillas), desserts, breakfast, snacks, and packaged retail products (bottled juices and meals). Supporting programs include the UGO Fanda loyalty club, the UGO Balanc functional nutrition program (Linie and Imunita variants), and the UGO Očistný půst nine-day cleansing program. Products are available in-store, via e-commerce ordering with delivery, and through packaged retail distribution. Recent seasonal offerings (Summer 2026) center on mango and grilled items.
Differentiator
Problem solved
Functional benefit
Brands
- UGO Fanda: Loyalty program offering cashback points, birthday gifts, and exclusive offers.
- UGO Balanc
- UGO Očistný půst
- UGO Balený sortiment
Products and services
- UGO Freshbar (Kiosk Format)
- UGO Salaterie (Full-Service Restaurant Format)
- Fresh Juices (Čerstvé šťávy)
- Smoothies
- Superbowls
- Fresh Salads (Čerstvé saláty)
- Soups (Polévky)
- UGO Grill
- Desserts (Dezerty)
- Acai Products
- Packaged Bottles (Balené lahvičky)
- UGO Boxy
- Supershots
- UGO Balanc
- UGO Očistný půst
- UGO Gift Card (Dárková karta)
- UGO Fanda Loyalty Program
- UGO Online E-Commerce (ugo.cz)
Quantifiable outcome
- Pascalization preserves juice freshness for up to 30 days without heat, additives, or preservatives
- +3 more outcomes
Companies that use UGO
Customer profileNamed customers4 records
Ideal customer profiles4 records
UGO technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
UGO partnerships and signals
Strategic signalPartnerships
27 partnerships are on record, tiered core and minor.
- KofolacoreKofola, a major Czech beverage company, is UGO's natural strategic partner. In 2012, UGO and Kofola began joint production of packaged juices at the Krnov facility using pascalization technology. Packaged products were initially served in UGO Freshbars before expanding to retail shelves. Kofola also provides UGO employees with complimentary beverages ('pitný režim od naší matky Kofoly'). UGO is owned by Kofola group.
- WoltcoreWolt delivery partnership launched in 2024. UGO products (salads, soups, juices, bowls) are available for delivery via the Wolt platform across its coverage areas in the Czech Republic. Enables broader geographic reach beyond UGO's own delivery network (UGO-rozvoz.cz).
- FoodoracoreFoodora delivery partnership launched in 2024 alongside Wolt. Enables UGO product delivery to customers via the Foodora app. Part of the same 2024 official integration that connected UGO with major delivery aggregators.
- BILLAcoreBILLA is a key retail partner for UGO's packaged goods. UGO cold-pressed juices and prepared salads are available for purchase at BILLA stores across the Czech Republic.
- GlobuscoreGlobus hypermarkets carry UGO packaged products (cold-pressed juices and prepared salads) in their fresh food sections across Czech Republic.
- PennyminorPenny discount supermarkets in the Czech Republic stock UGO packaged goods as part of their fresh/healthy product range.
- KauflandcoreKaufland hypermarkets across Czech Republic carry UGO packaged product lines in their fresh produce and chilled goods sections.
- RohlíkcoreRohlík online grocery delivery platform includes UGO products (juices and prepared foods) in its catalogue, enabling online ordering with home delivery.
- KošíkminorKošík online grocery delivery service includes UGO products in its range for home delivery in the Czech Republic.
- TescominorTesco hypermarkets and Tesco Online in Czech Republic carry UGO packaged goods in fresh/chilled sections.
- ŽabkaminorŽabka convenience store chain in Czech Republic stocks UGO products, providing broad urban and suburban access points for packaged UGO goods.
- StarbucksminorSelected Starbucks locations in Czech Republic offer UGO branded products, expanding UGO's presence in the premium coffee-shop environment.
- Lagardere Travel RetailminorLagardere Travel Retail operates UGO outlets at Prague Main Station, Prague Airport (Terminals 1 and 2), and Masarykovo nádraží. UGO Fanda loyalty points cannot be earned or redeemed at these locations per program rules, though 5% discount on UGO goods applies for Fanda members.
- RegiojetminorRegiojet rail service offers UGO products to passengers, providing a travel/hospitality distribution channel for the brand.
- MakrominorMakro Cash & Carry supplies UGO products to professional buyers (restaurants, caterers, businesses) in Czech Republic.
- Fresh PointminorFresh Point supplies fresh products and equipment to hospitality businesses and may include UGO products in its distribution catalog.
- Country LifeminorCountry Life, a Czech health food retailer, carries UGO products in its network of stores focused on natural and organic foods.
- Mixa VendingminorMixa Vending is a vending machine operator that includes UGO products in its vending machines, providing 24/7 access to UGO beverages and snacks.
- TAMDAminorTAMDA is a Czech catering and hospitality supplier that includes UGO products in its distribution to hotels, restaurants, and catering businesses.
- Coop Morava and Coop TernominorCoop Morava and Coop Terno are regional retail cooperatives in the Czech Republic that distribute UGO packaged goods through their store networks.
- Monika DivišovácoreNutritional specialist, wellbeing coach, and trauma therapist since 2001. Co-author of books, cookbooks, and educational programs (Restartujem). Developed the UGO Balanc program in collaboration with UGO's nutritional team.
- Ivan Mach, Dipl. Ing., CSc.coreSports and dietary expert with over 50 years in nutritional and sports dietary science (active since 1970s). Author of numerous books, expert texts, and lectures. Founder and guarantor of Nutris nutrition advisor school (est. 2004). Advisor to the Medical Commission of the Czech Olympic Committee. Developed content for UGO Balanc program.
- MUDr. Ondřej NývltminorPresident of the Alliance of Nutrition Advisors of the Czech Republic. Experienced nutrition expert with 20+ years of practice, formerly anesthesiologist at IKEM and pharmaceutical consultant at MSD. Member of Společnost pro výživu, Vědecko-lékařská rada NUTRIADAPT, and UGO's expert advisory board.
- Petr HavlíčekcoreNutritional specialist who oversees the nutritional composition of UGO's summer menu and seasonal offerings. Ensures bowls and salads meet balanced nutritional standards with appropriate protein content (e.g., 35g protein in Golden Mango Salad with turkey, 40g in Summer Poke Bowl with chicken). Products reviewed by him bear the 'VYVÁŽENO' (Balanced) sticker.
- ISIC (International Student Identity Card)minorPartnership with ISIC providing student discounts to cardholders. Students receive 119 Kč meal (soup + wrap + drink), 75 Kč smoothies, and 55 Kč Caprese muffins. Promoted via isic.cz and UGO's own marketing channels. Valid year-round except Prague Airport locations.
- JP ServisminorJP Servis is a Czech hospitality/catering supplier that includes UGO products in its distribution network to restaurants and catering businesses.
- DallmayrminorDallmayr, a major food service and vending company in Czech Republic, distributes UGO products in its catering and hospitality channels.
Scale indicators9 records
Recent moves16 records
Expansion highlights6 records
UGO competitors and assessment
Company assessmentDirect peers
- SweetGreen: US-listed fast-casual salad and bowl chain with ~200+ locations emphasizing fresh, locally sourced ingredients and digital ordering. Directly comparable to UGO in menu architecture (bowls, salads, juices), daypart strategy, and brand positioning around health and transparency, with UGO operating the same playbook at smaller scale in Central Europe.
- CAVA: US fast-casual Mediterranean bowl and salad chain (NYSE: CAVA) with strong unit economics and rapid expansion. Closely comparable to UGO Salaterie format — bowls, salads, fresh juices, customizable menu — and a useful benchmark for how UGO's Czech healthy QSR model could scale.
- Fresh&Go: Czech healthy fast-food chain operating multiple locations across the Czech Republic with salads, wraps and fresh juices. The most direct in-market competitor to UGO, sharing the same Czech consumer base, daypart coverage and mall/street retail sites.
- Just Salad: US-based salad and bowl chain with ~70 locations and a strong sustainability and reusable-bowl program. Comparable to UGO in menu, kiosk-plus-store format, and sustainability messaging (#dostbyloplastu campaign).
Regional players
- Leon's (Leon): UK healthy fast-food chain (~70 locations) serving salads, wraps, bowls, and hot boxes with a "naturally fast food" positioning. Comparable to UGO in menu structure and health-forward brand identity, though Leon operates primarily in the UK rather than Central Europe.
Emerging players
- Salad and Go: US drive-thru salad chain with rapid unit growth. Comparable to UGO in core salad/bowl offering and focus on accessibility, though Salad and Go's drive-thru format and US footprint differ from UGO's mall-based kiosk model.
- Frēshēns (Crisp & Green): US-based acai bowl, salad, and juice chain with emphasis on healthy ingredients and digital loyalty. Comparable to UGO's Freshbar format and acai/superfood product line.
Broad incumbents
- Wagamama: UK-founded Asian-inspired fast-casual chain operating ~150+ locations globally with a health- and freshness-oriented brand. Comparable to UGO in casual full-service format and broad menu customization, though operating at significantly larger scale and broader geography.
- Pret a Manger: UK-founded global fast-casual chain offering salads, sandwiches, soups, smoothies and juices with emphasis on natural ingredients. Comparable to UGO in product mix and daypart coverage, but operates at much larger scale and broader geographic footprint, serving as a benchmark for international expansion potential.
- Kofola: Czech beverage group and UGO's parent company. Comparably relevant as the strategic owner that supplies production capacity at its Krnov facility and broader group distribution; useful for understanding UGO's parent-group context and capital allocation.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
UGO social profiles
Digital presenceUGO financial estimates
Financial estimateRevenue estimate
Valuation estimate
UGO leadership team
Management profileNumber of profiles
Profiles6 records
UGO funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
UGO 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 UGO
What does UGO do?
UGO trade s.r.o. operates a chain of Freshbar kiosks and Salaterie full-service restaurants across the Czech Republic and Slovakia, selling cold-pressed juices, smoothies, bowls, salads, soups, grilled wraps, desserts, and breakfast items. Approximately 50% of locations are franchise-operated. The company also distributes packaged juices and prepared salads through major Czech retail chains (BILLA, Globus, Kaufland, Tesco, Rohlík, Žabka), hospitality partners (Starbucks, Lagardere, Regiojet), and delivery aggregators (Wolt, Foodora), supported by its own e-commerce platform at ugo.cz.
Is UGO a public or private company?
UGO is a private company. It is classified as corporate owned and is currently operating.
When was UGO founded?
UGO was founded in 2005. It employs 51 to 100 people.
Where is UGO based?
UGO is headquartered in Krnov, Czechia, in the Europe region.
How does UGO make money?
Six revenue lines are on record. Retail Food & Beverage Sales (Company-Owned Stores) is the primary driver. The others are franchise Fees and Royalties, packaged Goods / Retail Distribution, UGO Online E-Commerce, program Sales (Očistný půst and Balanc) and UGO Fanda Loyalty Program.
Who are UGO's main competitors?
Direct peers on record are SweetGreen, CAVA, Fresh&Go and Just Salad. Leon's (Leon) is listed as a regional player. Emerging players are Salad and Go and Frēshēns (Crisp & Green). Broad incumbents are Wagamama, Pret a Manger and Kofola.
Does UGO have an API?
No public API is recorded for UGO.
What industry is UGO in?
UGO's product category is Healthy Fast Casual Restaurants. Its primary akta.pro industry code is THAFAAAO, Multi-Concept / Global QSR Chains (Mixed Menus), with a secondary code of THAFADAB, Coffee Chains & Franchise Cafes. Its NAICS code is 722513 and its SIC code is 5812.