Partnership Proposal

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Prepared for Gonçalo Lobo Do Vale February 2026

Mindful Crumb × Celeiro

Premium clean-label protein for Portugal's most discerning consumers

Whole Ingredients Clean Formulation No Seed Oils No Artificial Additives Traceable Sources Gut-Friendly Whole Ingredients Clean Formulation No Seed Oils No Artificial Additives Traceable Sources Gut-Friendly
The Opportunity

Portugal deserves
better protein snacks.

The protein snack category in Portugal remains dominated by products that compromise on ingredients. Health-conscious consumers are ready for an alternative that delivers on both taste and integrity.

Compromised Taste

Most protein snacks sacrifice flavour for function. Consumers settle for bland when they deserve better.

Questionable Ingredients

Artificial sweeteners, seed oils, gums, and fillers have become industry standard. Clean labels are the exception.

Gut Health Trade-offs

Heavily processed formulations compromise the microbiome. Health-seeking consumers deserve alignment, not contradiction.

Exceptional taste and clean nutrition. It's possible.

The Solution

Crumb Balls —
Performance Meets Indulgence

Our flagship product combines whole, traceable ingredients with a formulation that prioritises both performance and pleasure.

Crumb Balls

Crumb Balls

Where crafted taste meets functional nutrition.

Whole Ingredients
Raw cacao, dates, hazelnuts, pink salt, premium whey, agave
12g Protein
4 balls per pack, optimised for convenience
Clean Formulation
No artificial ingredients, no gums, no seed oils
4.8
Rating
1,000+
Customers
758
5-Star Reviews
12g
Protein
Strategic Fit

Natural alignment.
Shared values.

Celeiro's 50-year commitment to health and quality creates the ideal environment for Mindful Crumb. Our products are designed for exactly the customer you serve.

Celeiro

  • 51 locations nationwide
  • Market leader since 1974
  • Health-conscious customer base
  • Premium retail positioning
  • Established takeaway infrastructure
+

Mindful Crumb

  • Whole, traceable ingredients
  • Portuguese brand, local production
  • Performance and wellness positioning
  • Premium quality standards
  • Convenience-optimised format

Your customers are already seeking what we create.

Traction

Proven demand.
Validated product.

Since launch, Mindful Crumb has built a loyal customer base through product quality alone—no paid advertising, only organic growth and word-of-mouth.

4.8
Customer rating
1,000+
Customers served
758
Five-star reviews
12g
Protein per pack

Never thought a healthy snack could taste better than dessert. Mindful Crumb is definitely my go-to.

Gustavo B.

Combines the best of a sweet and the healthy you are looking for. 100% recommended!

Orlando P.

Melting in my mouth was a great experience. Felt the food had something consistent, some power.

Romi Z.

The Proposal

A structured pilot.
Clear metrics.

We propose a measured approach: start small, prove performance, then scale together.

1
Pilot

3–5 stores across Lisboa and Porto. 60-day evaluation period.

2
Measure

Track sell-through velocity, customer feedback, and repeat purchase behaviour.

3
Scale

Expand to full 51-store network upon meeting agreed KPIs.

Recommended Placement
  • ES
    Espaços Sabores Takeaway Impulse purchase zone — customers already committed to healthy choices
  • CK
    Checkout Adjacent Premium alternative to conventional snacks at point of decision
  • PT
    Protein & Supplements Targeted placement for performance-focused shoppers
Next Steps

Let's build this together.

Start the Conversation