Whole Truth Foods has entered into a partnership with Swiggy Instamart where it is sending a quirky message to every consumer who is making the switch to Whey Protein. This makes clean protein available at one’s doorstep within minutes. This collaboration indicates the strength of the partnership between partners and brands, not just for checking a ‘Collab’ box and exchanging some money but to share a thought and mission as pointed out by Dhvanil Raval, Head of Marketplaces & E-Commerce at The Whole Truth Foods, in a Linkedin post.
The brand has launched a new campaign that shows two individuals having a conversation where one asks the other to accompany them to the gym. The latter further expresses her disgust at the chemical-filled Whey Protein box, to which the former orders Clean protein from Swiggy Instamart.
With this campaign, The Whole Truth Foods gives out the message that protein is not just for body-building men but it is for everybody who is a fitness enthusiast and knows the importance of protein for having a healthy body.
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The ad reinforces the positioning of The Whole Truth Foods as 100% Clean Protein where individuals are often selective when it comes to choosing the right Whey Protein for themselves even if they have gym shoes and a gym trainer available with them as depicted in the brand film, in their fitness journey.
Dhvanil Raval’s LinkedIn post further read: “India is a protein-deficient country that has demonized the best potential source of vegetarian protein – Whey. And it is not India’s fault. Brands have played fast and loose with their formulations, and counterfeiters have put their best foot forward into trying to trick the consumer. At The Whole Truth Foods, we have been working hard to be the change – to make and give our consumers a 100% clean, super-light protein.”
The Whole Truth Foods Funding
The D2C startup is in discussions for raising nearly $25 Mn in the Series C funding round worth INR 2000 Cr which is around $240 Mn as per sources.
The funding round witnessed investors such as Matrix Partners, Peak XV Partners, and Sauce. VC. Besides a global VC firm is in discussions with the startup for bringing it to the cap table as per Inc42.
This is two years after the startup has garnered around $15 Mn in the Series B funding round which was spearheaded by Peak XV (formerly known as Sequoia Capital).
That round also saw the participation of angel investors such as Jaydeep Burman of Zomato, Nithin Kamath of Zerodha, Sriharsha Majety of Swiggy, and venture capital firms such as Sauce.vc and Matrix Partners.
The Whole Truth Foods which was founded in the year 2019 by Shashank Mehta was previously called ‘And Nothing Else’. It provides healthy snack options such as peanut butter, protein bars, muesli, and others to its customers through its e-commerce platforms as well as its website.
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In FY24, its operating revenue has grown to INR 65.3 Cr by 82% from INR 35.9 Cr in the earlier fiscal year. The startup has also reduced its loss by 32.7% to approximately INR 23.8 Cr from INR 35.4 Cr in FY23.
The competitors of The Whole Truth Foods are Yoga Bar, RiteBite Max Protein, SuperYou, Wellbeing Nutrition, and others.
