Fit for growth

Expansion, in services, stores and offerings, continues to move at a rapid pace at Tampa-based Fitlife Foods.

Two of the latest features include additional snacks and delivery. Founded by David Osterweil, Fitlife already makes and sells healthy, made-from-scratch prepared meals, snacks and drinks. From one store in 2011, it has expanded to 14 locations spread around Orlando, the greater Tampa area and Sarasota, plus the latest store, in Boca Raton.

The snacks, under the brand Snack Local, highlight Florida-made products that fit the Fitlife model of being well portioned, indulgent and made from scratch, according to a statement. Each Fitlife Foods location will have a designated area that sells the snacks, which will include Liz Anthony Protein Bites, Fro Pro Bars and Kiwicha Bars. Not only are the products good offerings for customers, says Osterweil, but it's also a nod to local startups. “I remember when I was first starting out,” says Osterweil, a onetime business development executive for Outback Steakhouse in Tampa.

The delivery service, to customers in the Tampa, Orlando and South Florida areas, is another new component. “Delivery is a natural progression for Fitlife,” Osterweil tells Coffee Talk. “We want to be responsive to customers.”

Osterweil says delivery is an added convenience for customers — not something that changes the idea of what Fitlife represents. “There are so many delivery services out there,” he says, “but we think we can be much different and better.”