Fit & Flex, a company started by Pathik Patel in 2019, is creating waves in the rapidly changing breakfast cereal and snack market by providing healthier, oat-based options. Fit & Flex, a company that specialises in 100% baked breakfast cereals and snacks, is upending the breakfast industry by emphasising taste and nutrition. Currently offering more than 35 SKUs, the Ahmedabad-based firm is seeing rapid growth in popularity for its products in a field dominated by industry heavyweights.
The Growing Demand for Healthier Breakfast Options
The fast-paced lifestyles of modern consumers in India are driving up demand for simple, on-the-go breakfast foods like muesli, cornflakes, and oats. The Indian breakfast cereal market is anticipated to expand at a compound annual growth rate (CAGR) of 8.2% over the next five years, according a report by Mordor Intelligence. Nonetheless, a lot of the already available goods in this market are chastised for having low flavour and texture or being overly sweet. Fitness fanatic and serial entrepreneur Pathik Patel saw this market niche and decided to establish a company that provides tastier, healthier options.
The Birth of Fit & Flex
Fit & Flex was founded by Patel, who leveraged his skills and knowledge from his family’s cotton and chemical business. His objective was to provide an assortment of nutrient-dense yet aesthetically pleasing breakfast cereals and snacks. Fit & Flex goods have a lot less sugar than many of the top brands and are 100% baked. For instance, Fit & Flex’s granola has only 3.5 grammes of added sugar per serving, compared to the top brands of granola sold in India, which have between 17 and 18 grammes.
Product Range and Unique Technology
Fit & Flex sells a range of goods, such as three-flavor muesli and four-flavor granola. Along with small nibbles in flavours like chocolate, almond, and cranberry yoghurt, the brand also sells baked multigrain mixes. Fit & Flex uses a proprietary baking method that provides its products a unique crunch and texture, setting it apart from its competitors. According to Patel, their products are cooked at 360 degrees utilising Baker Perkins European equipment, which eliminates moisture and produces a crunchy texture that lasts.
Overcoming Challenges in a Competitive Market
Fit & Flex has fierce competition from well-known brands like Kellogg’s, Nestlé, and Marico, but Patel is optimistic that the company’s commitment to quality and innovation will help it gain a sizable portion of the market. But there are difficulties when you’re a bootstrapped company in a market where big conglomerates rule. Patel draws attention to the fact that many rivals use inferior ingredients and load their products with artificial flavours, preservatives, and sugar. Fit & Flex, on the other hand, takes pleasure in using healthy products that have little to no added sugar.
Fit & Flex gets its oats from Australia, which is renowned for manufacturing some of the best oats in the world. In order to maintain the nutritious value of its frozen dry fruits, the firm also imports them from Thailand utilising IQF (Individual Quick Freezing) technology. In contrast to numerous rivals who employ
Market Presence and Revenue Growth
Fit & Flex has advanced significantly in growing its market share. Presently, more than 5,000 general trade (GT) and modern trade (MT) stores in India carry the brand’s merchandise, including well-known merchants like DMart, Reliance Fresh, SPAR, and Nature’s Basket. Fit & Flex is also present in more than 200 vending machines run by businesses like Dalchini and Nutritap, and its goods can be bought on well-known online retailers like Amazon, Flipkart, and BigBasket.
The startup is also expanding into other markets, selling its goods to the USA, Canada, Saudi Arabia, the United Arab Emirates, and other nations. Fit & Flex made ₹12.5 crore in revenue in the fiscal year 2023–2024 and plans to make ₹18 crore this fiscal year.
Future Plans and Expansion
Pathik Patel has big ambitions for Fit & Flex in the future. The brand wants to lead the “better for you” snacking market in India by becoming the most popular choice for healthier, less processed foods. Strengthening its general trade network and planning to open 10,000 new outlets throughout India are important tactics for accomplishing this goal. Fit & Flex is also getting ready to launch high-protein and millet-based snacks, which will broaden its range of products and satisfy consumers’ increasing need for wholesome snacks.
Final Thoughts
Fit & Flex is a company that aims to revolutionise breakfast and snacking in India by providing tasty and nutritious goods. The brand has the potential to become a significant competitor in the breakfast cereal and snacking industry in India thanks to its innovative technology, ambitious expansion ambitions, and dedication to quality. Fit & Flex is ideally positioned to address customer demand for healthy food options and leave a lasting impression on the industry.
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