Giving in to food temptations often causes a lot of stress. Especially if you are following a diet, a specific eating regimen, or a specific training course: so-called comfort foods are seen as a real enemy to avoid. And what if you could eat tastily in a healthy way? Introducing Fitporn, the Neapolitan startup that is revolutionizing the concept of foodporn!
Everyone has probably come across the hashtag #foodporn on the web at least once, a term that identifies the habit of capturing and sharing on social networks images or videos of the food you are about to eat using filters, frames, and special editing effects with the aim of making the food appear more appetizing and inviting. With the definition of foodporn, therefore, a visual content with food as the protagonist is intended that is able to capture and keep the attention of the public. The more a content is special and exaggerated, the more it is successful and that is why foodporn is often associated with another concept very well known on social networks: junk food.
But can only flashy foods, high in sugars and fats and harmful to our bodies, be "nice to look at"? According to Fitporn startup, absolutely not. In fact, sometimes healthy recipes can be even more tasty and inviting, considering that they are good for health.
Fitporn is the startup born in Naples that rethinks the concept of foodporn in a fitness key and offers every day ideas and advice on tasty but healthy eating. With a team of 10 people experts in cooking and fitness, including the famous 2foodfitlovers (with over 1.5mln followers on social media), their goal is to revisit tasty dishes by replacing the negative parts with healthier ingredients.
"After gaining experience in more than 10 years in the sports nutrition sector and having worked for two years to build one of the most well-known healthy food e-commerce in Italy, we decided to use the experience and knowledge gained and create a project that could include everything about fitness healthy food. In January 2023, Fitporn was born with the ambitious goal of innovating the functional food sector", explains Luca Barone, CEO and co-founder of Fitporn.
Healthy food: often a simple substitution is not enough, but it is necessary to revisit the entire recipe: "Working in this sector for several years and after having compared ourselves with consumers, we understood that the functional food market - that is all those foods that in addition to having nutritional properties, have the ability (scientifically proven) to positively influence one or more physiological functions - do not offer many solutions. And the solutions offered most of the time are not tasty, nor greedy and do not encourage people to approach healthy cooking. With Fitporn we want to make "porn" also the "healthy and fit" food", adds Barone. Using ingredients selected to very high quality standards and exploiting the synergy between numerous nutritionists and chefs members of the team, Fitporn creates products - such as creams, butters, flours, jams, flavors, chocolate, and snacks - through a transparent and monitored processing.
In addition to this, Fitporn is a real channel of dissemination: on their own channels it is in fact possible to discover numerous video-recipes with advice on alternative preparations that have as a reference point the fit but tasty kitchen.
Fitporn today has launched more than 40 products on the market, arousing the interest of national supermarket chains such as Conad and Carrefour and recording an annual growth of + 250%. Fitporn products are present in more than 50 pharmacies throughout Italy and the startup collaborates with about 20 gyms, to bring athletes closer to a healthier kitchen, without giving up greed.
Born at the beginning of 2022 and active since March 2023, in the first year alone Fitporn turned over 400 thousand euros. In October 2022, the Neapolitan startup won the award for the most innovative startup brand in Europe from NutraIngredients, a reference authority in the nutraceutical industry.
Fitporn was born in Naples from the idea of Luca Barone, Valentina Altobello, Paolo Barone, Alessio Nocera and the famous 2foodfitlovers Raffaele Del Piano and Caterina Piccirilli who a few months after the launch manage to achieve really promising results, thanks to the wise use of various digital communication tools, useful for reaching a wide audience in a short time.