MYFITNESS

MYFITNESS is a direct-to-consumer (D2C) food company operating in the health food market, specializing in peanut butter and other nutritious products. The company was established in 2018 by co-founders Mohammad Patel and Rahil Virani. Their journey began after observing that most peanut butter produced in India was for export, identifying a clear opportunity in the domestic market. This insight was supported by family experience in a peanut export business, which provided a foundational understanding and network for supply and logistics. This strategic advantage allowed the founders to concentrate on crucial aspects like branding and marketing from the outset.

The business primarily serves health-conscious consumers, including fitness enthusiasts, Millennials, and Gen Z, by offering a range of healthy food products. Its revenue is generated through the direct sale of its products via a multi-channel approach that includes its own website, e-commerce platforms, quick commerce, and offline channels such as gyms and supplement stores. MyFitness was acquired by Mensa Brands in September 2022, a move intended to significantly scale the brand's operations, expand its global presence, and launch new product categories. Before the acquisition, MyFitness had raised approximately $1 million in a seed round to fuel its growth.

The product portfolio is centered around peanut butter, with over 30 stock-keeping units (SKUs) that include innovative flavors like chocolate, as well as crispy and high-protein versions. MYFITNESS is credited with introducing the first chocolate-flavored peanut butter in India and the world's first crispy peanut butter. Beyond peanut butter, the company has expanded its offerings to include whey protein, muesli, oats, and protein bars. The brand has successfully sold over seven million jars of peanut butter within its first three years, demonstrating strong consumer acceptance and a high repeat purchase rate. The company has also engaged in high-profile marketing initiatives, such as partnerships with celebrities and sponsoring IPL teams like the Punjab Kings and Delhi Capitals.

Keywords: health food, D2C, peanut butter, nutrition products, fitness food, e-commerce, Mensa Brands, protein supplements, healthy snacks, direct-to-consumer, Indian startup, food manufacturing, wellness products, sports nutrition, online food sales, omnichannel retail, food and beverage, consumer goods, healthy lifestyle