FJOR Nutrition, Inc.
Delaware-incorporated consumer health company behind the Formula Care and Keto Diet apps, founded in 2018 and led by Eugene Severenkov and Andrew Kopanev.
Company Type
private
Founded
2018
Headquarters
Dover, Delaware, United States
Employees
Approximately 33
Primary Market
United States
FJOR Nutrition, Inc. Timeline
About FJOR Nutrition, Inc.
What does FJOR Nutrition own?
The company owns and operates two nutrition apps: Formula Care, its current flagship, and the Keto Diet App, its earlier flagship product. It also owns the formula.care and fjor.health domains and the associated subscription businesses.
Is FJOR Nutrition publicly traded?
No. FJOR Nutrition, Inc. is a privately held company. It has raised approximately $1.5 million in seed funding and remains controlled by its founders, Eugene Severenkov and Andrew Kopanev.
Who founded FJOR Nutrition?
Eugene Severenkov and Andrew Kopanev founded the company in 2018. Severenkov, the CEO, previously worked at Uber and Google. Kopanev serves as chief product officer. Both are based in Amsterdam.
Where is FJOR Nutrition headquartered?
The company is incorporated in Dover, Delaware, United States, at a registered-agent address. Its leadership works from Amsterdam, Netherlands, and its roughly 33 employees are distributed across about 11 countries.
How many brands does FJOR Nutrition own?
Two consumer products: Formula Care and the Keto Diet App. The Formula name is also replacing Fjor as the company's public-facing identity.
Who owns FJOR Nutrition?
The company is owned by its founders and its seed investors. Flint Capital is identified as an institutional investor. There is no parent company and no single outside entity holds a controlling stake.
History of FJOR Nutrition, Inc.
Eugene Severenkov and Andrew Kopanev founded the company in mid-2018. Severenkov, the CEO, brought a background in technology operations and growth from roles at Uber and Google. Kopanev, the chief product officer, led product. Both based themselves in the Netherlands while incorporating in Delaware, a common structure for remote-first software companies targeting the US market.
The Keto Diet App launched in 2019 into the peak of American interest in ketogenic dieting. It ranked among the top iOS apps in the US keto and low-carb category and became a meaningful subscription business. The company raised a small seed round of approximately $1.5 million; Tracxn identifies Flint Capital as an investor.
As keto's popularity leveled off, the team broadened the product. Rather than building separate apps for each diet, it consolidated meal plans, tracking tools, recipes, and coaching into a single app called Formula Care, distributed through the formula.care domain. The rebrand ran through 2025 and 2026. In August 2026 the company changed its bank-statement descriptor from FJOR NUTRITION INC to FORMULA CARE after support tickets showed customers failed to recognize the old name on their statements.
Headcount grew about 37 percent year over year through 2026 to roughly 33 people. Key leadership as of November 2026 includes Elaine Nguyen (head of payments), Mikhail Sterlikov (head of user acquisition), Dzhavid Kerimov (head of mobile product), and Valentin Vinogradov (head of growth platform and business intelligence).
Brands Owned by FJOR Nutrition, Inc.
FJOR Nutrition, Inc. owns 1 brand in our database. Explore the ownership tree below — click categories to expand and see individual brands.
FJOR Nutrition, Inc.
private · Founded 2018 · Dover, Delaware, United States
1
brands
FJOR Nutrition, Inc. Ownership: Pros & Cons
Advantages
- +Proven subscription economics: $20 million in cumulative app sales with a 33-person team.
- +Founder control preserves product focus without investor pressure.
- +Delaware incorporation plus distributed hiring keeps costs low and access to talent broad.
- +Consolidated single-app strategy simplifies marketing and development.
Considerations
- -Customer confusion during the Fjor-to-Formula rebrand showed operational strain.
- -Small funding base limits ability to outspend larger competitors on acquisition.
- -Diet-app churn requires constant new-subscriber acquisition to hold revenue.
- -Legal entity name still diverges from consumer brand, which caused real billing issues.
Frequently Asked Questions About FJOR Nutrition, Inc.
What does FJOR Nutrition own?
The company owns and operates two nutrition apps: Formula Care, its current flagship, and the Keto Diet App, its earlier flagship product. It also owns the formula.care and fjor.health domains and the associated subscription businesses.
Is FJOR Nutrition publicly traded?
No. FJOR Nutrition, Inc. is a privately held company. It has raised approximately $1.5 million in seed funding and remains controlled by its founders, Eugene Severenkov and Andrew Kopanev.
Who founded FJOR Nutrition?
Eugene Severenkov and Andrew Kopanev founded the company in 2018. Severenkov, the CEO, previously worked at Uber and Google. Kopanev serves as chief product officer. Both are based in Amsterdam.
Where is FJOR Nutrition headquartered?
The company is incorporated in Dover, Delaware, United States, at a registered-agent address. Its leadership works from Amsterdam, Netherlands, and its roughly 33 employees are distributed across about 11 countries.
How many brands does FJOR Nutrition own?
Two consumer products: Formula Care and the Keto Diet App. The Formula name is also replacing Fjor as the company's public-facing identity.
Who owns FJOR Nutrition?
The company is owned by its founders and its seed investors. Flint Capital is identified as an institutional investor. There is no parent company and no single outside entity holds a controlling stake.
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