eatgoodshop

What eatgoodshop does

eatgoodshop, formally Eatgood Online Ltd. (איטגוד און ליין בע"מ), is an Israeli private limited company incorporated in April 2013 and operating from Tel Aviv. Founded by certified naturopath Hagar Shefer, who began running nutrition and healthy-lifestyle groups for children in Israel in 2001, the company sells digital nutrition programs, branded supplements, and recipe books through its Shopify-based e-commerce store at eatgood.co.il. Its underlying product is the proprietary "Clean Eating" methodology — developed over more than 15 years of clinical practice and 7 years of US naturopathy training — packaged into time-bound programs ranging from 14-day challenges (J LO Challenge, Slim & Glow) to 60-day Carb Cycling and 90-day Fit & Balanced protocols, plus a 4-month breastfeeding nutrition plan and a dedicated 14-day men's challenge. The product catalog is rounded out by physical SKUs: Skinny Healthy Tea and Skinny Beauty Tea blends, Skinny Healthy Drops (cayenne extract), and three cookbooks (Simply Eat Healthy, Sweets and Healthy, What Children Should Eat), priced 99–150 NIS each.

The business operates a hybrid direct-to-consumer and clinical model. Digital programs are delivered globally via email credentials, priced between 250 and 1,190 NIS; physical products ship within Israel (39 NIS courier, free above 299–300 NIS) or via limited international parcel, and customers can also self-pick up from offices in Tel Aviv (Ozri Narkis 5 and Lilach Menachem 3, Tzahala). The founder maintains a parallel in-clinic practice offering 10-session accompaniment packages, body-composition tracking, and ongoing WhatsApp and phone support. Customer segments span women seeking weight loss and clean-eating lifestyle (primary), men, parents and children, breastfeeding mothers, and women in menopause transition; a historical corporate wellness channel has served employees at Microsoft Israel, Amdocs, Ness, NICE, Alvarion, Texas Instruments, Great Shape, the Open University, and the Israeli Prime Minister's Office.

The technology stack is intentionally lean — a Shopify storefront, email-based digital delivery, and a community layer built on a public Facebook group ("Clean Eating IL"), closed cohort Facebook groups, and WhatsApp accompaniment groups, with content marketing through a blog, Instagram (hagarshefer), and YouTube. The company is founder-led with no disclosed external investment, no headcount data, and no enterprise sales motion beyond historical wellness contracts. Pricing, customer testimonials, and reported outcomes (including individual weight-loss results in the 13–30 kg range) drive conversion, while the founder's personal brand serves as the primary acquisition engine.

Name

eatgoodshop

Legal name

איטגוד און ליין בע"מ

Website

https://eatgood.co.il

Company type

Private

Founded year

2001

Operating status

Operating

Short description

eatgoodshop is an Israeli D2C nutrition and wellness brand selling Clean Eating digital programs (14-day to 90-day), supplements, and cookbooks via Shopify, serving primarily Israeli women seeking weight loss and lifestyle change, with additional segments in men, mothers, and menopause transition.

Ownership category

akta.pro rank

Product category

Online Nutrition & Wellness Programs

NAICS

Diet and Weight Reducing Centers (812191), Food (Health) Supplement Retailers (456191)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

General Nutrition Coaching (HSADAFAA)

akta.pro secondary industries

Nutrition & Diet Education (Meal Planning, Macros, Healthy Cooking) (EDAAAHAA), Medical Nutrition & Meal Replacement (RTD, Bars, Powders) (CRADAGAN)

Keywords

• Online nutrition programs
• Clean eating methodology
• Wellness coaching services
• Herbal supplement retail
• Nutrition consultation clinic

Headquarters

HQ city

Tel Aviv

HQ country

Israel

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Digital Online Programs (Subscription-like): Customers purchase digital nutrition programs (ranging from 14-day challenges to 90-day programs) that include meal plans, recipe books, guides, shopping lists, and ongoing WhatsApp/Facebook group support. Programs are one-time purchases but provide ongoing digital access. Revenue recognized at point of sale.
2. Physical Products: Sale of branded health products including Skinny Healthy Tea, Skinny Healthy Drops (cayenne pepper extract), Skinny Beauty Tea, recipe books (e.g., 'Simply Eat Healthy', 'Sweets and Healthy', 'What Kids Need to Eat'). Products ship to customer homes or can be self-collected.
3. In-Person Clinic Consultations: Personal nutrition consultation sessions at the clinic in Tel Aviv (Tzahala) or via Zoom. Includes 10-session personal accompaniment programs with ongoing WhatsApp and phone support, weighing, body composition measurements, and circumference tracking.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

eatgoodshop sells digitally delivered nutrition programs (14-day to 90-day plans) built around the proprietary Clean Eating methodology developed by founder Hagar Shefer, alongside branded physical wellness products (Skinny Healthy Tea, Skinny Healthy Drops cayenne extract, Skinny Beauty Tea), printed cookbook titles, recipe apps, and personal nutrition consultations at its Tel Aviv Tzahala clinic or via Zoom.

Product overview

eatgoodshop is an Israeli nutrition and wellness e-commerce platform operated by Hagar Shefer, a certified naturopath with 20 years of clinical experience. The company offers a portfolio of digital nutrition programs and physical products. Digital programs include online diet plans with varying durations (14 days to 90 days) targeting weight loss through methodologies such as Clean Eating, metabolic confusion (carb cycling), and hormonal balance. Physical products include nutritional supplements (Skinny Healthy Tea, Skinny Healthy Drops, Skinny Beauty Tea) and cookbook books (Simply Eat Healthy, Sweets and Healthy, What Children Should Eat). The platform operates via Shopify e-commerce with personal clinic consultations and online coaching available.

Differentiator

Problem solved

Functional benefit

Products and services

• 14 DAYS CHALLENGE - DO IT LIKE A MAN A 14-day low-carb, no-sugar nutrition challenge targeting 2-4 kg weight loss, with precise menus, recipe booklet, shopping lists, and WhatsApp group support for participants.
• 60 DAYS MAKEOVER - Carb Cycling An 8-week metabolic confusion / carb cycling program aimed at hormonal balance and 2-size reduction; includes menus, recipes, guides, behavioral tools, WhatsApp support, and 3 Zoom sessions with Hagar Shefer.
• Breastfeeding Nutrition Plan (תוכנית תזונה בהנקה) A 4-month nutrition and coaching program for breastfeeding mothers with menus, guidelines, recipes, and Facebook group support for safe weight loss during lactation.
• SLIM & GLOW 14 DAYS MAKEOVER A 14-day program combining low-carb principles in week one with fruits, skinny pasta, and yogurt in week two, targeting 2-4 kg weekly weight loss plus beauty benefits for skin, body, and hair.
• FIT & BALANCED - 90 DAYS

Quantifiable outcome

• 25 kg weight loss reported by customer Maya Rotman
• +6 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Noom: Subscription-based digital weight-loss and nutrition coaching program with paid human/digital coaching, daily lessons and community features — closest direct peer to eatgoodshop's online program-and-coaching model.
• Simple (Online Coaching): Direct-to-consumer online coaching program sold as multi-week paid programs with meal plans, recipes and group support — analogous to eatgoodshop's 14-day, 60-day and 90-day online programs.
• Diet-to-Go: Subscription diet-program service selling portion-controlled meal plans online to weight-loss customers; comparable in fusing a structured nutrition program with branded consumable product.
• Nutrisystem: Branded structured diet plans sold directly to consumers via ecommerce with bundled meal/protein products, mirroring eatgoodshop's program-plus-supplement commerce model.
• WW International (Weight Watchers): Iconic paid weight-management program combining structured nutrition plans, coaching and digital tools; comparable to eatgoodshop's core weight-loss propositions and outcome-driven testimonial marketing.
• Yazio: Freemium nutrition app with paid plans covering recipes, meal planning and intermittent fasting — comparable digital nutrition-coaching product competing for the same consumer persona.
• Lifesum: Subscription nutrition app offering personalised meal plans, recipes and intermittent fasting / keto programs; directly comparable digital nutrion coaching offering to eatgoodshop's app and program stack.

Broad incumbents

• MyFitnessPal: Largest mainstream nutrition-tracking app with meal database and premium tier; broader incumbent that overlaps with eatgoodshop's audience but operates at much larger scale and across food logging rather than coached programs.
• ViSalus: Community-driven nutrition/wellness brand selling branded supplements and program-based weight-loss products through a distributor channel; analogous to eatgoodshop in coupling nutrition products with community and lifestyle content.

Others

• Goop: Founder-driven wellness brand monetising curated nutrition, supplements and content into a lifestyle brand; structurally comparable to eatgoodshop's celebrity-endorsed, founder-led wellness commerce model rather than a direct diet-coaching competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/EatgoodIsrael/?eid=ARDdNSSnnrAXYlDcBqhiALqZYYglZyN2A55JDUJQhEk2pAA5VEA4IRthZ3OulBl-N-_WCvdkmUC_XIvH&timeline_context_item_type=intro_card_work&timeline_context_item_source=1049644385&fref=tag
• Instagraminstagram.com/hagarshefer/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 eatgoodshop