Brazil-based Sunrize Shakehouse has expanded to seven operating franchise units across Brazil since launching its franchise model, with a target of 10 locations by mid-2026 and 25 signed agreements before year-end.
The brand, founded in 2024 as a digitally native vertical brand, sells ready-to-drink plant-based protein shakes formulated without added sugar. According to the company, more than 90% of its customers are non-vegan consumers looking for alternatives to whey protein, citing concerns around digestive issues, acne, and bloating.
Fitness venues as a growth channel
Sunrize has centered its physical expansion on gym and fitness studio partnerships, operating primarily through a store-in-store model that positions units inside existing wellness facilities.
The company completed a R$2.5 million fundraising round to support the rollout and has signed on a roster of Brazilian fitness and entertainment figures as ambassadors and investors, including rock musician Di Ferrero, fitness influencer Jonas Sulzbach, entrepreneur Erasmo Viana, and professional tennis player Gabriel Sidney.
Christian Wolthers, founder and CEO, noted, “Millions of people want to replace whey with plant-based options, but most products simply don’t taste good. Sunrize was created to solve that. Our ambition from day one was to create the best-tasting plant-based protein in the world.”
International expansion on the horizon
Wolthers indicated the company is already fielding interest from groups outside Brazil. “We are already seeing interest from groups looking to take the franchise outside Brazil. Our plan over the next few years is to continue expanding into new international markets and build Sunrize into a global wellness brand.”
