Mensa Brands, India`s largest D2C tech-led House of Brands, has entered the health food category by acquiring ‘MYFITNESS’, the first-of-its-kind and fastest growing Peanut Butter brand in India. Focusing on both health and taste, MYFITNESS’s product line-up comprises of flavoured peanut butter, crispy peanut butter, and high-protein bars. The partnership with Mensa Brands will strengthen the brand’s footprint, enabling it to launch new categories, scale D2C, invest in brand-building and expand to global markets.
Commenting on the announcement, Ananth Narayanan, Founder, and CEO of Mensa Brands said, “We are thrilled about our partnership with the MYFITNESS team. MYFITNESS is a fast-growing consumer-loved brand and we will scale the brand to have an omni-channel global presence by leveraging our tech-led playbook. This partnership not only allows us to play in the large and growing healthy food market, but does so by leveraging our existing capabilities. We believe we can build MYFITNESS into a Rs. 1,000 crore brand in the next 3-4 years.”
Mensa’s association with MYFITNESS marks a new phase in the fitness brand’s odyssey. Through its tech-led growth playbook, Mensa Brands will help scale MYFITNESS in both existing and new markets across channels including D2C, e-commerce platforms, quick commerce platforms and offline (GT, MT, supplement stores, gyms).
With a rise in consumer awareness and people moving towards a more healthy lifestyle than ever before, the brand has had a high-growth trajectory. Peanut Butter alone is a INR 600Cr market, growing at 30%+ CAGR, replacing sugary spreads, and jams.
Founded in 2019 by Mohammad Patel and Rahil Virani, MYFITNESS is popular among fitness enthusiasts, Millennials, Gen Z, and sportsmen for its unique taste and disruptive innovations in the category. Offering taste, protein, and the goodness of natural ingredients in a single product, MYFITNESS is the first to launch a chocolate variant of Peanut Butter in India and the world’s first crispy Peanut Butter. It is also the official snacking partner of IPL teams, Punjab Kings and Delhi Capitals.
Speaking on the association,Mohammad Patel, CEO of MYFITNESS, said, “MYFITNESS is India’s fastest growing Peanut Butter brand and a category creator, acquiring the most new-to-category customers. We’re thrilled to be partnering with Mensa Brands, a market leader proven to exponentially scale brands. Together, I believe we can make MYFITNESS o global household name and serve hundreds of millions of happy consumers.”
According to MYFITNESS, it currently has 30+ SKUs with an average selling price of Rs. 500. Within 3 years of its inception, the company has sold over 7 million jars of Peanut Butter. The brand is highly rated across platforms and has a high consumer repeat rate.
