BTV has made a BRL 22.5 million follow-on investment in Brazilian health start-up Mais Mu, aiming to enhance its distribution and product innovation in the growing wellness market.

Target Information

Mais Mu, founded in 2014 in São Paulo, Brazil, is a health and wellness start-up focused on transforming consumer perceptions of whey-based products. Initially offering a range of protein powders, the company has since expanded its product lineup to include a variety of snacks, protein bars such as the Chocowheyfer protein chocolate bar, and ready-to-drink flavored whey concentrate beverages. The brand aims to dissociate whey proteins from negative stereotypes, particularly those related to steroids, and promote healthier eating habits.

Industry Overview

The Brazilian health and wellness sector has experienced significant growth in recent years, with an increasing number of consumers seeking nutritious snacks and dietary supplements. This trend can be attributed to a rising awareness of health and fitness, alongside growing demand for functional foods that cater to specific dietary needs. The expansion of e-commerce platforms has further facilitated access to health-oriented products, making it easier for consumers to discover new brands like Mais Mu.

In Brazil, the wellness market is evolving rapidly, influenced by lifestyle changes and a shift towards healthier eating patterns. With a robust population interested in fitness and wellness, companies that ef