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Start following Kiara Advani’s simple yet powerful morning ritual for glowing skin

By
Aashi Goel
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Have you ever stopped to marvel at Kiara Advani’s radiant and flawless skin? In the exquisite glamour that is Bollywood, Kiara Advani stands out not just for her acting genius but also for her luminous and healthy skin. Amidst the overwhelming myriad of options surfaced by the beauty industry, this simple yet transformative ritual is not only a fad, but the cornerstone of her radiance.

 

The secret might be simpler than you think. It’s not a gruelling workout or a 10-step skincare routine; it’s a simple cup of warm water, with a slice of lemon in it. Kiara’s morning habit of indulging in warm water infused with the zest of fresh lemons has become a conscious choice rooted in her approach to holistic well-being. The actress recommends this refreshing elixir not only for its skin-enhancing benefits but also for the multiple benefits it has in improving your overall health and vitality.  

 

Hansa Yogendra, Director of The Yoga Institute in one of her videos on the health benefits of lemons mentioned, “Drinking one glass of lemon water every day in the morning will benefit you for a lifetime”.  Her claim can further be supported by a research published in the Journal of Science and Technology which reveals that “It is a healthy appetiser and helps to treat diseases with digestive aids. Lemon does not disclose any adverse effects, according to literature, but it is used all over the world as a traditional medicine”. Vitamin C, which is abundantly present in lemons, fights toxins and increases collagen production in the body, both of which help in treating acne as well as tightening the skin and reducing fine lines and wrinkles. While lemons are famously known for their Vitamin C component, not many people are aware of their Potassium-rich skin, which is an important mineral for nervous stimulation as well as maintaining blood pressure. Here are a few more benefits of adding lemon water to your everyday diet:- 

  • Immediately soothes muscle cramps
  • Peptin in lemons makes us feel fuller, thereby, helping in weight loss
  • Boosts immunity by stimulating the production of White Blood Cells in the body
  • Removal of kidney stones 
  • The lemon peel when infused in water for 30 minutes, activates its bioactive compounds which boost immunity and prevent our bodies from cellular damage
  • It also helps in the release of digestive enzymes which help in better absorption of nutrients

 

This simple kitchen hack has proudly made its way into the celebrity wellness circuit. Not only Kiara Advani but also Alia Bhatt, Deepika Padukone, Kriti Sanon, and Malaika Arora have this one drink in common at the break of dawn.

Here are 3 ways, you can incorporate the lemon water glow into your morning routine:- 

  1. Warm ginger lemon tea- Boil a glass of water with crushed ginger. When its done, squeeze a lemon into your glass and have it warm. To enjoy it in place of your morning tea, you may add a teaspoon of honey to it.

2. Ginger lemon shot – Take an inch of ginger root, and one squeezed lemon. Add enough water to blend it (3-4 tablespoons) in a blender, and have it as a morning shot.

3. Lemon-infused detox water- Cut up slices of one lemon and add it to your water bottle. Have 1-2 glasses of lemon water in the morning, and keep having the rest throughout the day. 

While lemon water offers a myriad of health benefits, it’s crucial to exercise moderation. One lemon a day is a healthy limit, and people with gastroesophageal reflux disease should be cautious about excessive lemon juice intake. As with any dietary rituals, balance is key to ensuring you enjoy the advantages without overdoing it. 

Anurag Dwivedi Takes Charge as Head of Supply Chain & Procurement at Nestlé Philippines

By
SnackTeam
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Anurag Dwivedi has been appointed as the Head of Supply Chain & Procurement at Nestlé Philippines, effective April 1, 2026, marking a key leadership transition as the company strengthens its operational backbone in Southeast Asia. The move comes at a time when global FMCG supply chains are undergoing rapid transformation, driven by digitalization, sustainability mandates, and increasingly complex distribution networks.

Before this appointment, Dwivedi served as Executive Director of Supply Chain at Nestlé Malaysia, where he played a critical role in modernizing operations across the Malaysia-Singapore hub. His tenure was defined by three major contributions: scaling e-commerce fulfillment infrastructure, ensuring supply chain resilience during global disruptions, and advancing ESG-led sourcing initiatives. Under his leadership, Nestlé Malaysia made notable progress toward plastic neutrality and reducing its carbon footprint—capabilities that are now expected to be replicated and expanded in the Philippines.

In his new role, Dwivedi will oversee one of Nestlé’s most operationally challenging markets. The Philippines’ archipelagic geography presents unique logistics complexities, requiring a highly efficient and adaptive supply chain model. His mandate will focus heavily on digital transformation, including the implementation of advanced analytics and automation across the “order-to-cash” cycle. This is expected to enhance forecasting accuracy, reduce lead times, and improve service levels across both urban centers and remote island markets.

Sustainability will also be a central pillar of his leadership. Nestlé Philippines is accelerating its “Net Zero” ambitions, and Dwivedi is expected to drive initiatives around sustainable packaging, responsible sourcing, and localized supply networks. These efforts will directly impact key brands such as Milo, Nescafé, and Bear Brand, ensuring that growth aligns with environmental and regulatory expectations in the region.

Another critical focus area will be strengthening last-mile connectivity and retail integration. In a market where traditional sari-sari stores coexist with modern trade and quick-commerce platforms, ensuring consistent product availability is both a logistical and strategic challenge. Dwivedi’s experience in balancing large-scale distribution with localized execution will be key to improving customer service levels and maintaining Nestlé’s market leadership.

With over two decades of experience in operations and supply chain management, including earlier leadership roles at ITC Limited, Dwivedi brings a strong blend of operational discipline and strategic foresight. His academic background from Indian Institute of Management Ahmedabad further complements his leadership profile.

Overall, this appointment signals Nestlé’s continued investment in supply chain excellence as a competitive advantage. As consumer demand patterns evolve and sustainability expectations intensify, Dwivedi’s role will be pivotal in shaping a more agile, resilient, and future-ready supply chain for the Philippine market.

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Hot Ones Expands into BBQ Sauces, Bringing YouTube Heat to the Grill

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SnackTeam
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Hot Ones, created by First We Feast in partnership with HEATONIST, has entered the barbecue sauce category with a new lineup of spicy BBQ sauces, marking a significant expansion beyond its core hot sauce portfolio. The launch, announced on April 6, 2026, brings the show’s signature “mild-to-wild” heat experience into everyday cooking, targeting the mainstream grilling season rather than niche extreme spice enthusiasts.

The new range focuses on medium heat profiles, making it more accessible for regular consumption while still delivering the layered flavor complexity that the brand is known for. The lineup includes four variants—Original Hot BBQ, Smoky Serrano BBQ, Hot Honey BBQ, and Caribbean BBQ—each designed to balance sweetness, tanginess, and spice. By moving away from ultra-high heat levels associated with products like “The Last Dab,” the brand is positioning these sauces for frequent use across home cooking occasions, from backyard grilling to casual meals.

Strategically, this launch represents a shift from a specialty, fan-driven product line to a mass-market condiment play. The sauces are being rolled out across major retail chains including Walmart, Kroger, H-E-B, and others, significantly expanding accessibility compared to earlier Hot Ones products that were primarily sold through niche online platforms. In addition, the brand is offering curated sampler packs online, allowing consumers to experience multiple flavors in a single purchase, further enhancing trial and engagement.

The move places Hot Ones directly into the highly competitive barbecue sauce market, where it will compete with established legacy brands. However, its differentiation lies in its strong digital-first identity and built-in audience base. With millions of subscribers and billions of views, the brand has a unique advantage in converting entertainment-driven engagement into product demand. This ability to translate cultural relevance into retail presence highlights a broader trend where media properties evolve into full-fledged consumer brands.

The expansion is also notable in the context of First We Feast’s transition to independence following its separation from BuzzFeed. Operating as a standalone entity, the company is now actively leveraging the Hot Ones intellectual property to build a diversified consumer packaged goods portfolio. The BBQ sauce launch is a clear step in that direction, demonstrating how digital-native brands can scale into traditional retail categories with the right product-market fit.

Overall, the entry of Hot Ones into the barbecue segment reflects a growing convergence between content and commerce, where brands built on storytelling and audience engagement are increasingly moving into everyday consumer products. By combining recognizable branding with accessible flavor profiles and wide distribution, Hot Ones is positioning itself as more than just a show—it is evolving into a mainstream food brand with the potential to compete across multiple condiment categories.

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Kylie Jenner Expands Sprinter into Wellness with k2o Skin Hydration Line

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SnackTeam
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Kylie Jenner is extending her beverage brand Sprinter beyond alcohol with the launch of k2o, a new functional hydration line positioned at the intersection of skincare and wellness. Set to debut on April 8, 2026, the move marks Sprinter’s entry into the rapidly growing “beauty-from-within” category, reflecting a broader shift where beverage brands are expanding into adjacent health and lifestyle segments.

The k2o range is built around single-serve stick-pack drink mixes designed to deliver both hydration and skin-focused benefits. Unlike traditional electrolyte powders, the formulation combines hydration with beauty supplementation through a blend of collagen peptides, hyaluronic acid, and essential electrolytes. This combination is intended to support skin elasticity, moisture retention, and overall hydration, aligning with consumer demand for multifunctional wellness products. The formulation also follows a clean-label approach, offering zero sugar, low calories, and no artificial additives, which has become a key expectation in the premium hydration space.

From a positioning standpoint, k2o represents a strategic extension of the Sprinter brand into a full lifestyle ecosystem. While Sprinter’s original vodka soda line caters to social and recreational occasions, k2o targets daily routines such as post-workout recovery, morning hydration, and skincare support. This “day-to-night” strategy allows the brand to remain relevant across multiple consumption moments, effectively increasing consumer engagement and lifetime value.

The initial product lineup includes three flavors—Strawberry Lychee, Peach, and Watermelon Lime—each designed to mirror the light, refreshing profile associated with Sprinter’s core offerings. By maintaining flavor continuity, the brand aims to create familiarity for existing consumers while attracting a new audience interested in wellness and beauty supplements.

The launch also highlights a growing trend where celebrity-led brands are evolving into broader lifestyle platforms rather than remaining confined to a single category. Instead of relying solely on brand recognition, these ventures are increasingly focusing on product innovation, functional benefits, and recurring consumption formats such as daily supplements. In this context, k2o positions itself not just as a hydration product but as part of a daily wellness regimen.

Distribution for the new line will initially be direct-to-consumer through the brand’s website and digital platforms, including TikTok Shop, reflecting a digital-first strategy aimed at capturing younger, engagement-driven audiences. This approach allows for tighter control over brand storytelling and customer experience while enabling rapid feedback and iteration.

Overall, the launch of k2o signals a calculated expansion by Sprinter into a high-growth category where hydration, beauty, and wellness increasingly overlap. By combining functional ingredients with strong brand positioning and a lifestyle-driven narrative, the company is aiming to build a more holistic consumer ecosystem that extends beyond its origins in the alcohol segment.

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The Better For You Co. Acquires Kombucha Town, Expands Gut Health Portfolio

By
SnackTeam
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The Better For You Company has acquired the assets of Kombucha Town and its extension brand Live Seltzer out of Chapter 11 bankruptcy, marking a strategic move to strengthen its position in the functional beverage space. The deal, finalized on April 6, 2026, brings together Kombucha Town’s established presence in the Pacific Northwest with BFYC’s science-driven wellness platform, led by industry veteran Rich Funk.

The acquisition follows a challenging period for Kombucha Town, which had filed for bankruptcy in late 2025 after struggling with operational and financial pressures. By stepping in, BFYC aims to stabilize the brand’s core business while preserving its strong regional identity across Washington and Oregon, where it has built loyal consumer traction over the years. The company has also acquired key manufacturing assets, intellectual property, and the Live Seltzer product line, enabling a more integrated and scalable operating structure going forward.

Strategically, the move represents a convergence of two complementary approaches within the wellness beverage category. Kombucha Town brings a heritage rooted in traditional fermentation and probiotic gut health, while BFYC’s flagship brand Boom Chaga focuses on mushroom-based functional drinks centered around immunity and anti-inflammatory benefits. By combining these strengths, the company is positioning itself as a broader gut-health and functional nutrition platform that can cater to multiple consumer needs, from digestive health to overall wellness.

The addition of Live Seltzer further expands this portfolio by introducing a lighter, low-calorie probiotic beverage option that appeals to consumers seeking everyday hydration with functional benefits. Together, the three brands create a diversified offering spanning kombucha, mushroom-based drinks, and probiotic seltzers, allowing BFYC to compete across multiple segments within the rapidly growing functional beverage market.

Looking ahead, BFYC plans to maintain Kombucha Town’s local authenticity while exploring opportunities to modernize its branding and align it more closely with the minimalist, performance-oriented aesthetic of Boom Chaga. This could include a phased rebranding strategy, although the company has indicated that the Kombucha Town name will remain in the near term to retain its existing customer base.

The acquisition also reflects a broader trend in the consumer packaged goods industry, where experienced operators are acquiring distressed but culturally strong brands and integrating them into larger, more disciplined platforms. With Rich Funk’s background at major global companies, the focus is expected to be on improving operational efficiency, strengthening distribution, and building a sustainable growth model.

Overall, the deal positions The Better For You Company to capitalize on rising demand for gut health and functional beverages, while giving Kombucha Town a second life under a more structured and scalable framework.

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Amul Becomes India’s First FMCG Brand to Cross ₹1 Lakh Crore Turnover

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SnackTeam
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Amul has achieved a historic milestone by becoming the first fast-moving consumer goods brand in India to surpass ₹1 lakh crore in annual turnover, marking a defining moment for the country’s consumer industry. The achievement, confirmed by Gujarat Cooperative Milk Marketing Federation, reflects an 11 percent year-on-year growth in FY26, pushing the brand past its previous ₹90,000 crore base and firmly establishing it as the largest FMCG player in the country by revenue.

What makes this milestone particularly noteworthy is the unique structure behind Amul’s financials. Unlike traditional corporations, Amul operates as a cooperative network, and the ₹1 lakh crore figure represents the total unduplicated brand turnover across all its constituent units. While GCMMF itself reported a turnover of ₹73,450 crore, the remaining value comes from direct sales by multiple district cooperative unions and related businesses such as cattle feed. Together, these elements form the broader Amul ecosystem, highlighting how the brand’s scale is built on a decentralized yet highly integrated model.

The growth has been driven by a combination of deep distribution expansion and a strong push into higher-value product categories. Amul has continued to strengthen its presence in smaller towns and rural markets, ensuring that its wide portfolio of over 1,000 product packs is accessible even in locations with populations as low as 5,000. This extensive reach has allowed the brand to tap into a vast and often underserved consumer base, reinforcing its leadership position in both urban and semi-urban India.

At the same time, the company has successfully shifted its focus beyond liquid milk, which remains its core category, toward value-added dairy products such as cheese, paneer, buttermilk, and yogurt. These segments have seen robust demand growth, driven by changing consumption patterns and rising incomes, and have contributed significantly to overall revenue expansion. In parallel, Amul has been diversifying its portfolio into adjacent categories including organic foods, protein-based products, and probiotics, aligning itself with evolving consumer preferences centered on health and nutrition.

Another key driver of growth has been the brand’s increasing global footprint. In a notable strategic move, Amul has begun offering fresh milk in international markets such as the United States and parts of Europe, transitioning from a traditional export-focused approach to a more localized presence. By targeting the large Indian diaspora and leveraging its brand equity, the company is positioning itself as a global dairy player while maintaining its roots in India.

The scale of Amul’s operations is underpinned by its cooperative model, which remains one of the largest in the world. The network includes over 3.6 million farmer members and handles daily milk procurement of approximately 31 million litres. This structure ensures that value is distributed across the supply chain, from producers to consumers, while also providing stability and resilience to the business. The milestone is therefore not just a corporate achievement but a reflection of the collective effort of millions of farmers who form the backbone of the brand.

Crossing the ₹1 lakh crore mark also signals a broader shift in India’s FMCG landscape. While many large consumer companies have grown through aggressive branding and premium positioning, Amul’s success underscores the enduring importance of trust, affordability, and distribution strength. Its ability to balance scale with value has allowed it to remain relevant across diverse consumer segments, from price-sensitive rural households to urban consumers seeking quality and convenience.

Looking ahead, the focus for Gujarat Cooperative Milk Marketing Federation is expected to shift toward expanding its presence in new international markets, particularly in Africa and Southeast Asia, while also strengthening its position as a “total food company.” The company is likely to invest further in categories such as frozen foods and packaged nutrition, aiming to replicate its dairy success across a broader product spectrum.

Overall, Amul’s entry into the ₹1 trillion club represents more than just a numerical milestone. It highlights the power of a cooperative-led model in scaling a consumer brand, demonstrates the potential of distribution-driven growth in India, and sets a benchmark for the next phase of evolution in the country’s FMCG sector.

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UBS Flags Intensifying Quick Commerce Battle, Cuts Targets but Sees Upside

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SnackTeam
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Brokerage firm UBS has lowered target prices for Eternal and Swiggy, citing rising competitive pressures in India’s quick commerce space. However, it has retained a “Buy” rating on both stocks, pointing to attractive valuations and long-term growth potential despite near-term headwinds.

Competition Heating Up Across Quick Commerce

UBS highlighted that large horizontal players such as Amazon, Flipkart, and JioMart are now fully committing to quick commerce. These companies are expected to scale aggressively, potentially expanding their dark store networks to 1,200–1,500 locations over the next 12 to 18 months.

This increased participation is likely to intensify competition, putting pressure on growth rates and margins for existing leaders like Blinkit and Instamart. UBS has accordingly reduced its projections for quick commerce performance, cutting Blinkit’s net order value estimates by 7–11 percent and Instamart’s gross order value forecasts by 17–22 percent for FY27–29.

Growth Moderation but Structural Opportunity Intact

Despite the competitive intensity, UBS noted that the situation has not deteriorated further since late 2025. Platforms have already begun adjusting strategies by raising free delivery thresholds and rationalising discounting, which is expected to support margins in the near term.

Growth moderation is being attributed to both seasonality and a deliberate shift by platforms toward balancing profitability with expansion. UBS expects a temporary slowdown in quick commerce growth in early FY27, followed by recovery in the second half of the year as supply-side constraints ease.

At the same time, the brokerage remains constructive on the long-term opportunity, noting that increased competition will likely expand the total addressable market by introducing new categories, use cases, and customer segments.

Food Delivery Remains Stable

UBS maintained that the core food delivery businesses of both companies remain stable. However, it flagged risks from LPG supply constraints and pricing volatility, which could impact restaurant operations and delivery economics in the short term.

Higher delivery costs are also expected, potentially rising by 1.5–2 percent in FY27 due to expanded delivery radii. These costs may be partially offset by recent platform fee increases implemented by both Zomato and Swiggy.

Valuation Reset but Upside Intact

UBS has revised its target prices while maintaining a positive outlook:

  • Eternal: Target price cut to ₹310, implying ~32% upside
  • Swiggy: Target price maintained at ₹390, implying ~42% upside

The brokerage noted that Eternal trades at a premium compared to the broader consumer sector but justifies it through significantly higher projected EBITDA growth. Meanwhile, Swiggy’s valuation is seen as conservative, with much of its quick commerce business not fully reflected in current pricing.

The Bigger Picture

The quick commerce sector is entering a new phase where capital intensity, scale, and execution will define winners. While increased competition may compress margins in the short term, it is also accelerating category development and consumer adoption.

In essence, the market is shifting from a “land grab” phase to a more disciplined growth cycle, where profitability, operational efficiency, and ecosystem strength will become the key differentiators.

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Proda Launches Protein Soda, Blends Functionality with Everyday Consumption

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SnackTeam
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Proda has officially entered the functional beverage market with a differentiated proposition: a protein-infused soda designed for everyday lifestyle consumption rather than gym-focused use cases. The brand, co-founded by Matthew Postlethwaite and Jeff Church, debuted nationally on April 1, 2026, through an exclusive retail partnership with Sprouts Farmers Market.

A New Format: Protein Meets Soda Culture

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Proda’s core innovation lies in repositioning protein from a fitness-centric supplement to a daily consumption habit. Instead of shakes or powders, the brand delivers protein in a carbonated, soda-like format that fits into routine occasions like meals, work breaks, or casual refreshment.

The formulation is built on clear whey protein isolate, allowing the drink to remain light, transparent, and free from the heavy texture typically associated with protein beverages. Each 12 oz can delivers 10 grams of protein and 3 grams of prebiotic fiber, with zero sugar and approximately 45 calories, targeting consumers who want functional benefits without compromising taste or convenience.

Product Strategy: Clean Label with Mass Appeal

Proda’s nutritional positioning reflects a broader shift toward “better-for-you indulgence”:

  • 10g clear whey protein for daily intake rather than muscle-building extremes
  • 3g prebiotic fiber supporting gut health
  • Zero sugar, zero lactose, and gluten-free formulation
  • Naturally sweetened and caffeine-free, widening its appeal across demographics

This combination allows the brand to compete not just with protein drinks, but also with modern soda alternatives and functional beverages.

Flavor Innovation: Nostalgia as a Growth Lever

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A key differentiator is Proda’s flavor strategy, which leans heavily into nostalgic soda profiles. The launch lineup includes Classic Orange, Shirley Temple, Cherry Lime, Strawberry Lemonade, Lemon Lime, Golden Apple, and Root Beer.

By recreating familiar “soda fountain” experiences, Proda bridges the gap between taste-driven indulgence and functional nutrition, making it easier for consumers to adopt protein as part of their daily routine.

Distribution & Go-To-Market

The brand has opted for a focused launch strategy:

  • Exclusive retail debut at Sprouts Farmers Market
  • Direct-to-consumer availability via its website and digital platforms
  • Expansion through marketplaces like Amazon and TikTok Shop

This omnichannel approach combines premium retail positioning with digital-first discovery, particularly targeting younger, health-conscious consumers.

What This Means for the Category

Proda reflects a larger transformation in the functional beverage space:

  • Protein is moving mainstream: No longer limited to athletes, it is becoming part of everyday nutrition
  • Format innovation is key: Soda-style delivery lowers the barrier to entry for new consumers
  • Taste is non-negotiable: Brands are investing heavily in R&D to eliminate traditional drawbacks like chalkiness
  • Lifestyle positioning is winning: The focus is shifting from performance to convenience and enjoyment

By reframing protein as something that fits seamlessly into daily life, Proda is not just launching a product but attempting to redefine how consumers interact with functional nutrition.

Overall, Proda’s entry signals a new phase where functional beverages compete directly with traditional sodas, offering both enjoyment and nutritional value in a single format.

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Nykaa Eyes Majority Stake in 82°E to Strengthen Beauty Portfolio

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SnackTeam
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Nykaa is in advanced discussions to acquire a majority stake in 82°E, marking a potential strategic move to deepen its “House of Nykaa” portfolio. The brand, co-founded by Deepika Padukone in 2022, may see its founder retain a minority stake if the transaction is finalised, signaling a shift from founder-led operations to a partnership-driven scale model.

The talks come at a time when 82°E has struggled to achieve financial stability despite strong brand visibility. In FY25, the company reported a 30 percent decline in revenue to ₹14.7 crore, alongside a net loss of ₹12.26 crore. While losses have narrowed compared to the previous year, the brand continues to face challenges in reaching sustainable profitability. Industry observers attribute this to a combination of premium pricing, with products often positioned above ₹2,500, and a relatively unclear differentiation in an increasingly competitive skincare market dominated by agile, mass-premium players.

For Nykaa, the acquisition represents more than just adding a celebrity-backed label. It aligns with its broader strategy of building and scaling a portfolio of high-potential beauty brands through its integrated ecosystem. The company is expected to leverage its extensive distribution network, which includes over 300 physical stores and a large digital consumer base, to drive higher visibility and repeat purchases for 82°E. This is particularly critical as repeat consumption remains a key challenge for emerging D2C beauty brands.

Nykaa’s track record in scaling similar ventures strengthens the rationale behind the move. Its partnership with Kay Beauty, co-founded by Katrina Kaif, has demonstrated the ability to convert celebrity appeal into sustained commercial success. Additionally, its acquisition and scaling of brands like Dot & Key highlight its capability to drive rapid growth through distribution, marketing efficiency, and operational integration.

From a strategic lens, the potential deal reflects a broader consolidation trend within India’s beauty and personal care sector. Celebrity-led brands, which initially relied heavily on founder visibility and digital-first strategies, are increasingly aligning with larger platforms to unlock scale. While star power continues to drive initial consumer interest, long-term success is increasingly dependent on supply chain strength, omnichannel presence, and data-driven marketing—areas where established players like Nykaa have a clear advantage.

If completed, the transaction would further reinforce Nykaa’s positioning as a curator and scaler of premium beauty brands, while providing 82°E with the infrastructure needed to transition from a niche, founder-led label to a more mainstream, growth-oriented business. The outcome of these discussions will be closely watched as it could set a precedent for how other celebrity-founded D2C brands approach scale and sustainability in an evolving market landscape.

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The New Athlete-Founder Playbook: From Endorsements to Equity Ecosystems

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SnackTeam
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The wellness industry has clearly moved beyond the era of celebrity endorsements, with brands like IM8 and NOBULL redefining how athletes participate in brand building. What was once a model driven by paid promotions has evolved into one centered on ownership, long-term value creation, and subscription-led ecosystems. The shift reflects a deeper change in consumer behavior as well, where audiences are no longer just buying products but buying into lifestyles anchored in longevity, recovery, and everyday performance.

At the forefront of this transformation is IM8, backed by Prenetics, which has rapidly scaled into one of the fastest-growing wellness brands globally. Its strategy revolves around an “all-equity” athlete roster, where high-profile figures like Giannis Antetokounmpo and David Beckham are not just ambassadors but stakeholders. This approach aligns incentives deeply, ensuring that athletes are invested in the brand’s long-term success rather than short-term campaigns. The company’s subscription-first model, built around its all-in-one daily supplement system, has created a strong recurring revenue engine while simplifying consumer choices in a crowded category. Backed by a scientific advisory board that includes experts from fields like space science and longevity research, IM8 positions itself as a premium, credibility-first offering rather than a trend-driven supplement brand.

In parallel, NOBULL represents a different but equally powerful evolution of the athlete-led model. Under the influence of Mike Repole and Tom Brady, the brand has transitioned from a niche CrossFit apparel label into a broader wellness platform. The integration of Brady’s TB12 ecosystem into NOBULL marked a key inflection point, effectively merging training, nutrition, and recovery into a unified offering. With additional equity participation from younger athletes, the brand is building a multi-generational appeal while expanding its identity beyond apparel into a full-stack wellness proposition. The strategy is not just about selling products but about owning the entire consumer journey across fitness, recovery, and lifestyle.

What ties both IM8 and NOBULL together is a fundamental shift in the business model. The old playbook relied on one-time product sales driven by aspirational marketing. The new approach is built on recurring subscriptions, app ecosystems, and integrated product stacks that increase lifetime value. Scientific validation has also become a central pillar, with certifications like NSF for Sport emerging as a trust signal not only for professional athletes but also for everyday consumers seeking transparency and safety.

This evolution reflects a broader repositioning of athletes themselves. They are no longer just performers endorsing products but founders, operators, and strategic partners shaping entire categories. The messaging has shifted accordingly. Instead of encouraging consumers to emulate peak performance moments, these brands now promote sustainable, everyday optimization. The aspiration is no longer limited to winning a game but extends to living longer, healthier, and more efficiently.

Ultimately, the rise of equity-driven athlete ecosystems signals a maturation of the wellness category. As competition intensifies, the brands that succeed will be those that combine credibility, community, and continuity of engagement. In this new landscape, ownership replaces endorsement, and lifestyle replaces performance as the primary value proposition.

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Dunkin’ to Exit India as Jubilant FoodWorks Ends Franchise Agreement After 15 Years

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SnackTeam
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Jubilant FoodWorks has decided not to renew its franchise agreement with Dunkin’, bringing an end to the brand’s India journey after more than a decade. The current agreement, signed in 2011, is set to expire on December 31, 2026, and the exit will be executed in a phased manner through the end of the year.

The decision reflects persistent challenges faced by Dunkin’ in establishing a sustainable business model in India’s highly competitive quick service restaurant market. Despite its global recognition, the brand struggled to achieve financial viability at scale. In FY25, Dunkin’ India reported a net loss of ₹19.12 crore on revenues of ₹37.24 crore, contributing just 0.61 percent to Jubilant FoodWorks’ overall revenue, highlighting its limited strategic importance within the portfolio.

One of the core issues was positioning. Dunkin’ was unable to successfully build a strong “coffee and doughnut” consumption culture in India. Over time, the brand attempted to pivot toward a broader menu including burgers, wraps, and beverages, but this diluted its core identity without delivering meaningful growth. As a result, it failed to compete effectively with established café chains and emerging quick service formats.

The operational footprint also saw a steady decline. From a peak of around 80 outlets, the network has reduced to just 27 stores as of early 2026, with several underperforming locations shut down in recent months. This contraction reflects ongoing efforts by Jubilant FoodWorks to rationalize the business and limit losses.

Strategically, the exit aligns with Jubilant FoodWorks’ broader focus on scaling higher-performing brands. The company continues to derive the majority of its revenue from Domino’s Pizza, while also investing in the expansion of Popeyes and strengthening its presence in other formats such as Hong’s Kitchen. Redirecting resources toward these growth engines is expected to improve overall profitability and operational efficiency.

Looking ahead, Jubilant FoodWorks is evaluating multiple options for its remaining Dunkin’ outlets. These include closing underperforming stores, transferring assets or franchise rights to a new partner in coordination with Dunkin’s global leadership, or converting select locations into other brands within its portfolio. The final approach will likely depend on commercial viability and potential partnership opportunities.

Unless a new franchisee steps in before the agreement expires, Dunkin’ is expected to fully exit the Indian market by 2027, marking the end of its attempt to build a long-term presence in the country. The development underscores the challenges global food chains can face in adapting to local consumer preferences, particularly in categories where cultural habits and competitive dynamics differ significantly from their home markets.

Overall, the move signals a strategic consolidation by Jubilant FoodWorks, prioritizing scale, profitability, and brand clarity over maintaining underperforming international partnerships in an increasingly competitive QSR landscape.

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