Fit & Flex, a trailblazer in the FMCG industry, is transforming the way people think about breakfast and snacking. Based in Ahmedabad, Fit & Flex is known for its expertise in creating 100% baked, oat-based breakfast cereals and snacks. What distinguishes Fit & Flex is its steadfast dedication to developing products that are both tasty and nutritious, ideal for individuals leading hectic lives.
Since its establishment in December 2019, Fit & Flex has swiftly evolved from a startup to an industry frontrunner. The company launched with its signature product: 100% baked granola, offered in four unique flavors. Equipped with advanced European machinery in a spacious 4-acre facility, Fit & Flex has a production capacity of 375 metric tons, setting it apart as a trailblazer in India’s FMCG sector.
Over time, Fit & Flex has expanded its product range, launching muesli in 2021 and entering the snacking market in 2022 with oat-based baked multigrain blends and chocolate mini bites. Currently, Fit & Flex provides a varied portfolio that includes granola, muesli, oats, multigrain blends, and mini bites. These products are available in over 5000 GT & MT stores across the country and are also exported to numerous outlets in the UAE, Africa, and the Maldives.
In a recent interview, Pathik Patel, the founder of Fit & Flex, highlighted the brand’s unique selling proposition (USP), growth strategy, and competitive analysis. With a dedication to innovation, product excellence, and customer contentment, Fit & Flex endeavors to emerge as India’s leading snacking brand in the better-for-you category, fostering deep affection among consumers.
The expansion of Fit & Flex can be credited to evolving market dynamics and changing consumer tastes. Urbanization, globalization, and hectic lifestyles have spurred a rising need for convenient yet healthy breakfast choices. Fit & Flex meets this demand by offering nourishing products made with high-quality ingredients. Additionally, the brand’s founder, Pathik Patel, recognized a market void for nutritious and convenient breakfast alternatives, which inspired the creation of Fit & Flex.
Fit & Flex offers a diverse product lineup featuring 100% Baked, Oat-Based breakfast cereals and snack items across 35 SKU’s. Patel emphasizes that their inventive slow bake technique guarantees a distinctive crunch and texture, distinguishing them from rivals. Prioritizing both health and flavor, Fit & Flex presents choices such as muesli crafted from 90% whole grains, nuts, and seeds, alongside granola enriched with Added Prebiotic Fiber for digestive wellness. Their snack assortment, including Baked Multigrain blends and mini bites, strikes an ideal harmony between indulgence and nourishment.
Fit & Flex has adopted strategic measures to solidify its market presence and sustain competitiveness. Through the expansion of its distribution channels and collaborations with key players in the modern trade industry, Fit & Flex guarantees broad accessibility of its products. Additionally, the brand prioritizes rigorous quality control standards and actively participates in promotional campaigns to boost brand awareness and foster consumer interaction.
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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.”
Despite encountering obstacles during the Covid-19 pandemic, Fit & Flex has flourished and intends to launch new offerings such as Ready to Eat meals, flavored High Protein Oats, and millet-based high protein snacks. With aggressive expansion strategies into GT markets and plans to inaugurate approximately 10,000 new outlets, Fit & Flex aspires to establish itself as India’s preferred healthy snacking brand by 2025.
The growing consumer interest in healthy snacking choices has driven Fit & Flex’s expansion in both offline and online channels. Anticipating a 50% revenue growth in FY25, Fit & Flex plans to leverage this trend to solidify its market standing.
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