Fit & Flex started with 100% baked, oat-based cereals and snacks that are good from day one. Understanding consumerism, Work hours are getting longer; Commutes are draining, and schedules seem to get tighter. Then, nourishing meals become a luxury. The need for a quick, tasty, and nutritious breakfast has never been greater.
That is when Pathik Patel, founder of Fit & Flex, gave India a new definition for healthy snacking. His brand revolutionizes how busy Indians power their lives with yummy, nutritious alternatives that break the clutter of sugar-laden, chemical-laced artificial ones.
The Spark Behind Fit & Flex
Pursuing perfectly balanced and wholesome meals led Pathik Patel to establish Fit & Flex in December 2019 in Ahmedabad. He aimed to change how people used to have healthier breakfast and snack options that were readily available, convenient, and delicious. The simple intent to meet his needs soon transformed into a crusade to redefine breakfast for the health-conscious Indian.
With the launch, Fit & Flex announced a game-changing product-100% baked granola in four vibrant flavours. With state-of-the-art European machinery and a vast 4-acre facility, Fit & Flex became the only Indian brand that can produce at a scale of 375 metric tons. This foundation enabled Fit & Flex to increase and push forward to becoming one of the most prominent players in health-focused snacking.
This portfolio gained rapidly, and by 2021, they added muesli, multigrain mixtures, and mini bites to their roster, which included more choices for quality-conscious consumers with no trade-offs. They are now available at 5,000 retail outlets, including Reliance Fresh + Signature and SPAR, and are seeing international success in the UAE, Africa, and the Maldives.
The Special Fit & Flex Formula
Fit & Flex is sincere about quality and health. It ensures that its products are 100% baked, oat-based, and prepared with whole grains, nuts, and seeds in every piece to make it full of protein and fibre. For example, granola has prebiotic fibre for digestive health and freeze-dried fruits for a fresh, fruity taste with much less sugar. Fit & Flex utilizes revolutionary 360-degree slow-bake technology to obtain a unique crunch that is flavorful and nutrition-enhancing.
It happens to meet the market requirement.
Fit & Flex’s products are not only pleasing but also timely. The demand for nutritious, ready-to-eat meals also grew along with growing health consciousness across India. Fit & Flex capitalized on this change by bringing breakfast and snack items that fit neatly into busy lifestyles while delivering wellness benefits. A series of sampling campaigns at key consumer touchpoints helped deepen their presence and build brand equity.
Hurdles Overcome and Glimpse of the Future
The company began when the COVID-19 pandemic started to cause unusual obstructions in establishing distribution networks. The brand has started gaining momentum with the second wave of the pandemic and is creating an adequate base for growth.
In the following year, high-protein oats, trail mixes, and millet-based snacks will likely add to more varied diets that the brand would be furnishing.
The company is still playing in the early game and will expand to 10,000 new stores. They would love to make these snacks available through general trade (GT) stores, local Kirana shops, and quick-commerce platforms. Cranked up its growth through social media fuel, helped brand growth in reach, and boosted its revenue expectations by 50% in FY25.
