Healthy & Tasty

What Healthy & Tasty does

Healthy & Tasty is an Egypt-based health-focused omnichannel grocery retailer founded in 2020. It operates a chain of 35+ physical supermarket branches in Egypt and runs e-commerce platforms with same-day and next-day delivery, complemented by iOS and Android mobile applications and WhatsApp-based customer support. The assortment is organized around dietary segments including keto, low-carb, vegan, vegetarian, and dairy-free, sourced both from third-party brands (Floriel, Best Natural, Verdi, Lino, Trigo) and its own private label, which includes Healthy Cola sugar-free soft drinks. Dedicated websites at healthyandtasty.ae and healthyandtastyksa.com extend the proposition into the UAE and Saudi Arabia.

The business model combines physical retail with online channels and a curated marketplace, generating revenue through product sales to end consumers across multiple price tiers (approximately 10 EGP to 3,400 EGP per item). The customer base is diet-conscious B2C shoppers in the MENA region seeking specialty, allergen-aware, and clean-label products. There is no disclosed information on funding, headcount, leadership, revenue, or third-party certifications in the available data, which limits deeper financial triangulation but does not alter the observable commercial positioning.

Name

Healthy & Tasty

Legal name

Healthy & Tasty

Website

https://healthyandtasty.net

Company type

Private

Founded year

2020

Operating status

Operating

Short description

Healthy & Tasty is an Egypt-based omnichannel health-focused grocery retailer operating 35+ physical branches and e-commerce platforms across Egypt, UAE, and Saudi Arabia. It serves diet-conscious consumers with curated specialty products and an own-brand beverage line.

Ownership category

akta.pro rank

Product category

Health Food Retail

NAICS

All Other Specialty Food Retailers (445298), Food (Health) Supplement Retailers (456191), Food and Beverage Retailers (445)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industries

Functional Foods & Wellness Beverage Retail (Kombucha, Adaptogens, CBD where legal) (CRAHAEAH), Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM), Special-Diet & Functional Prepared Meals (Keto, Vegan, Gluten-Free, Medical) (CRAHAJAG)

Keywords

• Health food retail
• Diet-specific groceries
• Keto products
• Vegan supermarket
• Online grocery delivery

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Direct-to-consumer sales of healthy food products through e-commerce website, mobile app, and physical retail branches. Products include keto foods, low-carb items, vegan products, beverages, baked goods, dairy, energy bars, and pantry staples. Revenue generated from unit product sales with pricing ranging from approximately 10 EGP to 3,400 EGP per item.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Healthy & Tasty operates a health-focused supermarket chain and e-commerce platform that sells natural and diet-specific food and beverage products. The company stocks keto, low-carb, vegan, low-protein, and vegetarian product lines, complemented by its own-brand beverage "Healthy Cola" and a curated selection of third-party health-food brands. Distribution is delivered through 35+ physical branches in Egypt plus dedicated online stores for Egypt, UAE, and Saudi Arabia supported by iOS and Android apps.

Product overview

Healthy & Tasty is a multi-channel healthy food e-commerce platform and retailer operating across Egypt with over 40 physical branches. The company operates as a marketplace offering a comprehensive portfolio of health-focused food products organized by dietary lifestyles (keto, low-carb, low-protein, vegan, vegetarian). The core products include their own-brand Healthy Cola (sugar-free soft drinks in multiple flavors), keto-friendly items (bars, ice cream, chocolate, pastries, baking mixes), protein products, and sugar-free beverages. The platform extends to conventional healthy foods including Greek yogurt, organic oils, plant-based meat alternatives, fresh meat (Boom Meat brand), poultry, bread products, grains, and natural sweeteners. The company serves customers through both online delivery and physical store pickup across multiple Egyptian cities including Cairo, Alexandria, Giza, and Suez regions.

Differentiator

Problem solved

Functional benefit

Brands

• Healthy Cola: Own-brand sugar-free soda alternatives in various flavors including cola, lemon, orange, apple, pineapple, and mint

Products and services

• Healthy Cola

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core and minor.

• Floriel (فلوريل)coreChannel Partner/ Reseller/ DistributorThird-party brand whose products are sold through Healthy & Tasty's e-commerce platform and physical stores. Products include keto croissants, cheesecakes, cookies, pizza, and other baked goods specifically formulated for ketogenic diets.
• Best Natural (بيست ناتشورال)coreChannel Partner/ Reseller/ DistributorThird-party brand specializing in healthy bread products including bran bread, oat bread, barley bread, and chia bread. Products are distributed through Healthy & Tasty's retail network.
• Verdi (فيردي)coreChannel Partner/ Reseller/ DistributorThird-party brand providing sugar-free juices, stevia sweeteners, keto jams, and tahini halwa. Products are part of Healthy & Tasty's low-sugar and keto product lines.
• Lino (لينو)coreChannel Partner/ Reseller/ DistributorThird-party brand specializing in oat-based products including granola bars, corn flakes, musli, cookies, and pasta alternatives. Distributed through Healthy & Tasty's platform.
• Trigo (تريجو)coreChannel Partner/ Reseller/ DistributorThird-party brand providing oat-based products including quick oats, cookies with oats, brownies, and chocolate-covered oat bars. Part of Healthy & Tasty's low-carb product offerings.
• Keto Leashes (كيتو ليشس)coreChannel Partner/ Reseller/ DistributorThird-party brand specializing in keto baking ingredients including lupin flour, coconut flour, gluten powder, keto bread mix, pizza mix, and pancake mix. Distributed through Healthy & Tasty.
• Organic Nation (اورجانيك نيشن)coreChannel Partner/ Reseller/ DistributorThird-party brand providing organic oils (black seed oil, flaxseed oil, olive oil), coconut flour, and brown rice. Part of Healthy & Tasty's organic product category.
• Upolis (يوبوليس)coreChannel Partner/ Reseller/ DistributorThird-party brand providing Greek yogurt products in various fat percentages (0.2%, 2%, 5%) and flavors including peach, berry mix, strawberry cheesecake. Distributed through Healthy & Tasty.
• Boom Meet (بووم ميت)coreChannel Partner/ Reseller/ DistributorThird-party brand specializing in meat products including hawawshi, burgers, kofta, shawarma, and steak. Part of Healthy & Tasty's butchery and protein product categories.
• Fiji (فيجي)coreChannel Partner/ Reseller/ DistributorThird-party brand providing plant-based meat alternatives including grilled steak with meat flavor and vegan shawarma with meat flavor. Part of Healthy & Tasty's vegan/vegetarian product line.
• Yubo (يوبو)minorChannel Partner/ Reseller/ DistributorThird-party brand providing Greek yogurt with granola toppings in chocolate and nut varieties. Part of Healthy & Tasty's dairy and healthy snack offerings.
• Doctor Foods (دكتور فودز)coreChannel Partner/ Reseller/ DistributorThird-party brand specializing in vegetable pasta alternatives including chickpea pasta, lentil pasta, spinach pasta, and quinoa pasta. Distributed through Healthy & Tasty.
• Palmini (بالميني)minorChannel Partner/ Reseller/ DistributorThird-party brand providing low-carb pasta and rice alternatives. Part of Healthy & Tasty's low-carb product category.
• Hallo (هالو)minorChannel Partner/ Reseller/ DistributorThird-party brand providing protein puffs in various flavors including sriracha spicy, cream and onion, and parmesan cheese. Distributed through Healthy & Tasty.
• Sweet & Slim (سويت اند سلم)minorChannel Partner/ Reseller/ DistributorThird-party brand providing diet sugar products including extra sweet diet sugar and stevia diet sugar packets. Part of Healthy & Tasty's sugar-free product line.
• Dols Pharma (دولز فارما)minorChannel Partner/ Reseller/ DistributorThird-party brand providing vita blend stevia, green coffee, and other health supplements. Distributed through Healthy & Tasty.
• Reef (ريف)coreChannel Partner/ Reseller/ DistributorThird-party brand providing high-protein bread, high-fiber bread, oat bread, chia bread, and flax bread. Part of Healthy & Tasty's bakery product category.
• Happy Valley (هابي فالي)minorChannel Partner/ Reseller/ DistributorThird-party brand providing Manuka honey products. Premium product sold through Healthy & Tasty at 3,400 EGP per 250g unit.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Regional players

• Gourmet Egypt: Gourmet Egypt is an Egyptian specialty food retailer offering imported and premium grocery products including organic, gluten-free, and health foods. Comparable as a domestic Egypt-focused premium/health food retailer with curated third-party brand assortments.
• Fresh Food Market (Egypt): Fresh Food Market is an Egyptian multi-branch supermarket chain focused on fresh produce, imported goods, and health-oriented assortments with online ordering. Comparable as a domestic Egyptian multi-branch grocery/health retailer competing in the same Cairo and Delta markets.
• Organic Foods & Café: Organic Foods & Café is a UAE-based health food retailer and café chain offering organic, vegan, keto, and gluten-free products across physical stores and online. Comparable as a MENA-focused specialty health food retailer with omnichannel operations, though primarily UAE-based.

Direct peers

• The Organic Grocer Egypt: The Organic Grocer is an Egypt-based specialty retailer focused on organic, natural, and health-oriented grocery products through physical stores and e-commerce. Most directly comparable as a domestic Egyptian health food omnichannel retailer competing for the same diet-conscious consumer segment.
• iHerb: iHerb is a global online retailer specializing in health, wellness, natural, and diet-specific products including keto, vegan, and gluten-free categories. Comparable to Healthy & Tasty in product breadth and diet-tag merchandising, though iHerb operates globally with no physical retail presence while H&T combines physical + digital.

Emerging players

• Naturals (Saudi Arabia): Naturals is a Saudi Arabia-based health and wellness brand and retailer focused on natural, organic, and health food categories. Comparable as an emerging regional health food brand-retailer in the Gulf, where Healthy & Tasty is expanding.

Broad incumbents

• Holland & Barrett: Holland & Barrett is the largest international health food and supplement retailer, operating hundreds of physical stores plus e-commerce globally. Comparable in health/wellness positioning and diet-tag assortment; operates at much larger scale and broader geographic footprint than Healthy & Tasty.
• Carrefour Egypt: Carrefour Egypt is a leading hypermarket chain in Egypt operated by Majid Al Futtaim, with extensive healthy food, organic, and diet-specific sections across physical stores and e-commerce. Directly comparable as a multi-channel grocery/health retailer in the same Egyptian market.
• Seoudi Market: Seoudi Market is a long-established Egyptian supermarket chain with multiple branches across Cairo and Alexandria, offering bakery, dairy, fresh produce, and grocery items. Comparable as a multi-branch Egyptian grocery retailer competing for the same household food spend.
• Panda Retail (Saudi Arabia): Panda Retail is one of the largest supermarket chains in Saudi Arabia operated by Savola Group, with extensive healthy and diet-specific assortments. Comparable as a Gulf-based multi-branch grocery retailer where Healthy & Tasty has begun regional expansion.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCWg8mB6rAe9fmX45WgXuvPQ
• Facebookfacebook.com/share/1KoDKSVKF3/?mibextid=wwXIfr
• Instagraminstagram.com/healthyandtasty.mena?igsh=MXR5aHVvcmpzdGNmNA%3D%3D&utm_source=qr
• LinkedInlinkedin.com/company/healthy-and-tasty

Revenue estimate

Valuation estimate

Number of profiles

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 Healthy & Tasty