Shape&Go: Autopsy of the Failure of a 'Healthy' Concept

The innovative concept of Shape&Go, the combination of taste and balanced nutrition, was not enough to guarantee the profitability and growth of the small company. The young founder, Aurélien Luz, gave the press a diagnosis, post mortem, of his creation.

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A team of 'passionate chefs' in one workshop, and focusing on local quality products, short distribution channels and recyclable packaging. So far nothing completely new. But Shape&Go presented itself mainly as a new concept in terms of healthy and tasty food, with four domains that in theory should meet every need.

Daily Meals, a weekly delivery service with delicious prepared meals, ranging from 'minced parmentier' in a new guise to salmon fillet with a compote of red cabbage and apples. Fast Food, with home-made 'rolls', custom meal boxes, nuggets, energy balls and other snacks. The catering services, supervised by a 'renowned dietician', for collectives such as companies and sports clubs. And finally Ready-to-Go, preparations that had to be available in supermarkets.

It sounded like a recipe for a Belgian success story, with a founder of barely thirty who was elected Carolo and Student Entrepreneur of the Year in his starting year.

Friction between shareholders

Looking back on his commercial adventure, which lasted from 2019 to 2024, Aurélien Luz told L'Echo : a product like this — an affordable alternative to fast food — was new on the market. But his first point of sale, in Decathlon in Dampremy, opened with 250,000 euros in financial support from friends and family, did not survive the health crisis.

After an initial judicial reorganization procedure involving the transfer of assets, Shape&Go was back on track in 2021, with additional new shareholders on top of the existing ones, €258,000 in refinancing and a €50,000 bank loan.

On paper 29 founders. The creator of Shape claims that, surrounded by 'experienced profiles', he would have structured his activities better. But the revival is short-lived. The development and therefore also investment projects lead to disagreement among the shareholders. The visions are not aligned and there is no prospect of profit.

A revolution 'by touch'

Although he is convinced of the innovative aspects of his concept, the founder of Shape&Go admits that he has entered this sector of the foodservice sector without a sufficient research and development budget. Not to mention the inherent difficulties of his geographical area of operation, Charleroi. The 10-euro formulas, although very affordable, have not generated satisfactory margins or volumes.

“However, Aurélien Luz is not burying his entrepreneurial ambitions,” L'Echo added. It remains to be seen whether he will draw the right conclusions from this commercial autopsy.