Fitmeals
The brand
Fitmeals is a Dutch food brand that delivers ready-to-eat, healthy meals to athletes and busy, active people. The brand is a partnership between XXL Nutrition, the well-known Dutch supplements retailer, and Mama’s Maaltijden, a specialist in prepared meals. The range consists of high-protein, calorie-controlled chilled and frozen meals ready in minutes, put together in flexible packs, with a dedicated halal line and stir-fry options alongside the regular meals and snacks. Fitmeals sells both direct to consumer and through major supermarket chains Jumbo, Lidl and Plus, sitting exactly at the intersection of sports nutrition and convenience food.
The challenge
A significant share of Fitmeals’ conversion data never reaches the ad platforms. Google Ads and Meta have spent months bidding on an incomplete, skewed picture, so budget hasn’t gone where it should and last period’s revenue couldn’t be reported with confidence.
On top of that, Google Ads spend leans almost entirely on branded search. Generic search terms, Shopping, Performance Max and competitor terms, the channels that bring in customers who don’t know Fitmeals yet, barely get touched. The data has to be fixed first. Only then does building that channel make sense.
Full focus is on getting the foundation right first.
Our approach
- Phase 1: foundation first
We’re fully validating server-side tracking and setting up Billy Grace as the attribution platform, so budget decisions can finally be based on real customer value and acquisition cost, not incomplete signals. Alongside that, brand campaigns get consolidated and a clear measurement structure gets put in place. - Phase 2: growth beyond the base
With reliable data as the foundation, we build the channels that reach people who don’t know Fitmeals yet, guided every month by what the data actually shows. - Phase 3: focus shift
From there, the focus shifts to the strategy and performance of Fitmeals’ digital marketing and creative over the long term: brand and performance reinforcing each other, and acquisition costs coming down as the channel mix keeps improving.
Case in progress
Fitmeals and CroudX are in the foundation phase together. This page will grow into a full case once the results are in.
Interested in more cases? Explore all our work.
