Hungry for Expansion

Fitlife Foods has pulled back from previously announced plans to increase franchising efforts in 2018.

Instead, founder and CEO David Osterweil says the company — which specializes in healthy, made-from-scratch prepared meals and snacks — will focus on growing the production capability of its 100,000-square-foot culinary center in Plant City, as well as providing delivery service to more markets in Florida.

The goal, says Osterweil, is to provide a seamless, consistent experience for the customer, whether the customer is shopping online or offline. This strategy offers multiple touch points for the customer, increasing the chances for sales conversions. But it also makes Fitlife responsible for ensuring it “solves the last mile,” for customers Osterweil says.