Angel fund Cabiedes & Partners and Faraday Venture Partners have invested €500,000 in Dietox, a Barcelona-based startup that is the Spanish leading ecommerce for healthy and one-off diets. The round values Dietox at €2.1 million.
The idea behind Dietox (and similar detox companies) is that for a day, and once every few months, your only calorie intake comes from a set of juices and drinks that contain a wide variety of ingredients and nutrients. As the company says on its website, they “reset your body”.
Dietox not only sells packs of smoothies that range from €50 to €130 (depending on the length of the program), but also longer plans that cost up to €600. The products are manufactured by Dietox, which, in theory, means that the margins associated with their business are higher.
The startup was founded in 2012 by Virginie Rogé and increased its sales by almost +100% in 2014 (€708,000 from €366,000 in the previous year). Spain represents 55% of its business, with Italy accounting for 30% and France for the 15% remaining. Dietox claims that 80% of its clients are women.
Dietox’s products have been used and promoted by various well-known Spanish fashionistas and actresses such as Gala González, María León and Teresa Baca.
This is Cabiedes & Partners’ fourth investment this year, following Suop, HeYou Games and SocialCar. In November of last year, the firm also backed Cocunat, an ecommerce startup that also focuses on selling natural products (cosmetics) to consumers.