Fit & Flex, an innovative player in the FMCG sector, is revolutionizing how people approach breakfast and snacking. Headquartered in Ahmedabad, Fit & Flex specializes in the production of 100% baked, oat-based breakfast cereals and snacks. What sets Fit & Flex apart is its unwavering commitment to crafting products that are not only delicious but also nourishing, catering to individuals with busy lifestyles.

Since its inception in December 2019, Fit & Flex has rapidly grown from a budding venture to a market leader. The company debuted with its flagship product: 100% baked granola, available in four distinct flavors. With a state-of-the-art European machinery infrastructure spread across a sprawling 4-acre facility, Fit & Flex boasts a production capacity of 375 metric tons, distinguishing it as a pioneer in India's FMCG landscape.

Over the years, Fit & Flex has diversified its product line, introducing muesli in 2021 and venturing into the snacking segment in 2022 with oat-based baked multigrain mixtures and chocolate mini bites. Today, Fit & Flex offers a diverse portfolio including granola, muesli, oats, multigrain mixtures, and mini bites, all available in over 5000 GT & MT stores nationwide and exported to numerous stores across the UAE, Africa, and the Maldives.

In an exclusive interview with FoodTechBiz, Pathik Patel, the founder of Fit & Flex, emphasized the brand's USP, growth strategy, and competition analysis. With a focus on innovation, product quality, and customer satisfaction, Fit & Flex aims to become India's most beloved snacking brand in the better-for-you category.

Meeting the demand for convenient and nutritious options

The growth of Fit & Flex can be attributed to shifting market trends and consumer preferences. Urbanization, globalization, and busy lifestyles have led to an increased demand for convenient yet nutritious breakfast options. Fit & Flex addresses this demand by providing wholesome products crafted with premium ingredients. Moreover, the brand's founder, Pathik Patel, identified a gap in the market for healthy and convenient breakfast options, leading to the inception of Fit & Flex.

Fit & Flex's product range comprises 100% Baked, Oat Based breakfast cereals & snacking products spread over 35 SKU’s. According to Patel, their innovative slow bake technology ensures a unique crunch & texture to all products, setting them apart from competitors. With a focus on health and taste, Fit & Flex offers options like muesli made from 90% whole grains, nuts & seeds, and granola fortified with Added Prebiotic Fiber for gut health. Their snacking products, including Baked Multigrain mixtures and mini bites, provide the perfect balance between indulgence and nutrition.

On the road to becoming India's favorite snacking brand

Fit & Flex has implemented strategic initiatives to establish its presence in the market and maintain competitiveness. By expanding its distribution network and partnering with leading players in the modern trade sector, Fit & Flex ensures widespread availability of its products. The brand also focuses on maintaining stringent quality control measures and engaging in promotional activities to enhance brand visibility and consumer engagement.

Patel said, “We want to make Fit & Flex, India’s most loved snacking brand in the better-for-you category. For this, we are working on expanding our portfolio across ranges to offer our customers a one-stop-shop. Also, our focus is on innovation in terms of formats & flavors to break the current monotony available in the market. Apart from this, building a strong GT network is of primary focus this year to reach a large number of homes and become a familiar brand.”

While discussing the competitive landscape, Patel highlighted, "In the granola sector, we find ourselves with limited competition, primarily comprising large commercialized brands that may not prioritize ingredient quality and taste. Our Mini Bites stand out as a unique offering, unmatched by any other product in India. This places us in a strong position at the brand level, excelling in product format, taste, and overall quality compared to our competitors."

Expanding horizons

Despite facing challenges during the COVID-19 pandemic, Fit & Flex has thrived and plans to introduce new products like Ready to Eat, flavored High Protein Oats, and millet-based high protein snacks. With plans to aggressively expand into GT markets and open nearly 10,000 new stores, Fit & Flex aims to become India's favorite healthy snacking brand by 2025.

The increasing consumer attraction towards healthy snacking options has propelled Fit & Flex's growth both offline & online. With a projected 50% revenue growth in FY25, Fit & Flex aims to capitalize on this trend and further strengthen its position in the market.