Free Up, Foodtech focused on healthy eating, is experiencing a moment of strong growth and diversification. According to the company’s founder, Victor Santos, the company considerably expanded its product line and geographical coverage.
Recent launches include lunchboxes with high protein -oriented male audiences, vegetarian options and a weight -focused line. For the second half of 2025, Santos said that Liv Up prepares a novelty aimed at the public of high physical performance.
“We are evaluating a line aimed at those preparing for marathons, triathlos… This wave is very strong within the universe wellness”, He said in an interview with the podcast From zero to top. “It is common to come entrepreneur here telling that he is training for an ultramarathon,” added Santos.
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Parallel to product diversification, geographical expansion has been a priority. According to the founder, Liv Up jumped from 80 cities served in Brazil to over 140 and, by the end of the year, the expectation is to exceed 200. To support this growth, the company has invested in a logistics model based on dark stores scattered throughout the country.
“We have centers in Porto Alegre, Fortaleza, Brasilia… it’s a model that allows you to serve many more people with agility,” he explained.
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Despite territorial expansion, LIVU production remains centralized in São Paulo. Currently, the company employs about 650 people, of which 150 operate in the administrative area, 100 in logistics and the rest in the central cuisine located in the region of Castelo Branco.
“That’s where we put our energy, dedication and scale for handcrafted food.”
The central cuisine, with 8 thousand square meters, has a significant leap since the time of the first unit of the company, a small house in Vila Madalena, in 2016. The first important change happened in 2017, for an industrial kitchen in Vila Leopoldina. At the end of 2019, the operation was transferred to Aldeia da Serra, where it is today.
Asked about the possibility of an IPO or new investors to accelerate growth, Santos was categorical: “Today we are very happy as a private company. The company is growing, generating cash and investing in the projects we have in progress.”
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Listening to the consumer and testing on the channel itself
With an entrepreneurial spirit, Victor Santos actively participates in the creation of the products, testing recipes and sharing ideas with the team. “I experience and control myself not to give too much guess,” he said. “I love to venture into the kitchen and change a lot with the team, with references of recipes I make at home or see on social networks.”
According to him, the development of new products is deeply based on consumer data and feedback.
“Everything our customers buy, stop buying or buy more turns data.”
The team crosses this information with internal trends and suggestions to test ideas.
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“We put some pilot lots on the street, evaluated if you generate desire, clicks, positive feedback. If so, we climb the production and distribution. We started with the our own channel and, when the product is more mature, we take to retail,” he explained. “The its own channel helps us a lot to test, learn and build brand.”
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Passion for business and optimistic view of the sector
For Santos, undertaking was an early and natural decision. His passage through the financial market was brief, but enough to realize that he wanted to create something with purpose. “It’s amazing to build a business with people you admire, respect and share values. In Liv up, there is a genuine desire to see more Brazilians feeding well.”
About the healthy eating industry in Brazil, the founder is optimistic: “The Wellness segment has grown a lot in the last 20 years, and more and more people are living a healthy lifestyle. We grew over 70% last year, which reflects this search for practicality.”
Santos also highlights demographic and behavioral changes, such as increasing smaller homes and the short time of people to cook, as factors that drive demand. “You have a lot of opportunity to bring food convenience to people’s daily lives.”
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Live well as life purpose
Despite the agitated routine, the founder of Liv Up values his moments of leisure. “When I’m not working, I’m training or walking with my two Belgian shepherds,” he said, between laughs. For him, cooking is still a passion, but has become a moment reserved for weekends with friends and family.
When asked about the board he would give to the “young Victor”, he responded without hesitation.
“If you play. Resilience comes naturally, but you need to take a risk to build something and improve Brazil.”
In difficult times, Santos resorts to his support network formed by Endeavor entrepreneurs.
“Depending on the pain, there is always someone there to trigger on Whatsapp. We mark a chat that starts with ‘a few minutes’ and turn hours breaking our heads together,” he said.
And he recognizes that the entrepreneur often lives in a lonely role. “Having a reliable network to share decisions and learning makes a lot of difference,” he noted.
