Profile: Gula Fit, Salvador, Bahia, Brazil

Carol Coutinho founded Gula Fit in 2017. They are located in the north-eastern coastal city of Salvador in the state of Bahia, approximately 2,000 km north of São Paulo where they also have a warehouse for distribution to that region. Gula Fit products are available in over 1,200 retail locations across Brazil, including specialty food shops, natural product stores, gyms, supermarkets, and food service establishments.

With over 54,000 Followers on Instagram, they are one of the three most popular brands in the country, as measured by social media. As you’d expect from a company with “fit” in the name, they sponsor athletic events such as the October All Paces Festival.

Origins

Like many others in the kombucha business, Carol started drinking kombucha for health reasons and, after realizing she didn’t have easy access to commercial kombucha in Brazil at the time, started making her own.

“I already owned a healthy products brand when a client—who was reselling my products—approached me about producing kombucha inside my facility. I became interested in the product and got excited about the idea; we launched a joint venture, but ultimately, I decided to go it alone under the Gula Fit brand. And kombucha became the company’s best-selling product.

It was curiosity turning into a product, and the product turning into a company.”

When customers returned and asked for more, it became clear that there was more to it than a passing fad.

Production

Gula Fit kombucha is shelf-stable, meaning it can be shipped without refrigeration.

“Our fermentation technique is a lengthy process, which allows the sugar to be consumed almost entirely during fermentation, leaving behind only a minimal residual amount. This balance of acidity is what guarantees the product’s natural stability at room temperature, without the need for preservatives.”

Distribution

Gula Fit serves all of Brazil through its online e-commerce platform. However, B2B generates the largest volume. Carol advises anyone thinking of getting into the business to start with B2B for several reasons: higher average order value, predictable recurring revenue, and less fragmented logistics.

“We handle direct distribution for a large portion of our clients and rely on strategic distributors in regions where direct reach is not feasible. This hybrid model allows us to maintain control over commercial relationships in key markets while simultaneously reaching points of sale throughout Brazil.”

They sell in both bottles and cans.

“Cans are the clear winner. They are practical, have a more comfortable shelf life for the retailer, and work well on the gondola. Bottles have a more premium appeal, but the volume is much smaller.”

All products can be ordered online, with Club members enjoying site-wide discounts and free shipping to select regions.

Products

Kombucha is sold in both 269ml cans and 280ml bottles and available in four flavors:

• Dragon fruit-Passion fruit
• Strawberry-Lemon
• Tangerine-Hibiscus
• Pineapple-Mint

Bottles and cans sell for R$15-16 each (US$3.20)

“The flavors of regional fruits are the ones that connect the most. We work with Brazilian ingredients, not only for identity reasons, but because it makes sense in terms of cost and brand narrative. We prioritize sourcing from smaller producers to support the local supply chain.”

While kombucha is the heart of the business, Gula Fit also sells a gluten-free, lactose-free protein chocolate brownie with no added sugar, as well as an alcoholic gin spritz.

Gin Spritz is a 5% ABV, 48-calorie mix of kombucha and gin, sold in 269ml cans for around R$22 (US$4.33) each, with discounts offered on larger orders. Available in two flavors: Dragon-Passion Fruit and Strawberry.

The chocolate brownies sell for around R$15 (US$3) for a 45g bar.

Observations

Carol shared lessons from her experience, her thoughts on the future of kombucha in Brazil, and recommendations for others considering this industry.

Starting a kombucha company in Brazil

“Understand the regulations before investing in equipment. Understanding the specifics of Brazil’s regulation is key for anyone opening a kombucha business. The rules outlined in MAPA (IN 41/2019) require a registered RT (Technical Responsibility Report), composition report, and alcohol content control. Beyond that, it’s important to understand cold chain management, logistics for perishable beverages, and to educate customers about what they are buying. It’s not just about making a tasty liquid and putting it in a can.. It’s not just about making a tasty liquid and putting it in a can. And don’t underestimate the cost of customer acquisition: kombucha still needs education, which means you’ll spend more time and money convincing people than with other products.

If you are considering starting a kombucha business, you need to focus on management. The most important thing is not passion, but the discipline to want to learn and improve every day. I love what I do, always want to innovate, and I believe this drive to make things happen is my greatest differentiator. Passion without discipline cannot sustain a business.”

The biggest challenge to operating at scale

“Operating at scale requires three things at once: shipping (Salvador is not close to São Paulo, cost and delivery time are real disadvantages), regulation (any change in formula or label requires a technical process), and margin. Scaling a refrigerated beverage with a short shelf life requires volume to dilute the fixed costs. The numbers only add up at scale, and getting there requires capital before having the margin.”

Challenges she has had to overcome

“The most memorable single challenge was when a severe storm hit Salvador, and we lost over six tons of fermenting product. The roof collapsed during the gale, and we had to discard months’ worth of work. It disrupted our entire inventory chain and was a heavy blow. An ongoing challenge is logistics, without a doubt. Product damage and freight costs are the biggest enemies of our profit margins.”

Future plans

“We are just starting to export, with an initial focus on Italy. The main challenge will be getting the beverage accepted and recognized within the European market, while maintaining healthy profit margins. Growth for growth’s sake isn’t enough; it must be accompanied by operational efficiency and true scale.”

The future of kombucha in Brazil

“The healthy beverage market in Brazil is still developing. Whoever builds consistent distribution now will have a huge positioning advantage. The challenge is getting there with a healthy margin. Growth alone is not enough; simultaneous operational efficiency and scale are needed.”

This profile is based on the contents of the Gula Fit website and Carol’s responses to interview questions we exchanged via email in Portuguese. I relied on Google Translate for the English version of this material.

Uma versão em português deste perfil está disponível para download.