Fit & Flex is redefining the breakfast and snacking category in India with its innovative product line and state-of-the-art manufacturing. Founded in 2018-19 by Pathik Patel, the brand operates India’s largest cereal-making plant in Ahmedabad, producing high-quality granolas, mueslis, and protein-rich snacks.
Cutting-Edge Technology & Manufacturing Excellence
What sets Fit & Flex apart is its advanced, patented baking technology, sourced from Baker Perkins, a renowned UK-based company with over 150 years of expertise. This proprietary oven, stretching 21 meters, bakes products at 360 degrees, ensuring a low-moisture, high-crunch finish—critical for maintaining taste and freshness. With a capacity of 400 metric tons per month, the fully automated, human-touch-free production facility is BRC A-grade certified, US FDA-approved, and ISO 22000-compliant, meeting the highest global safety and quality standards.
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Overcoming Challenges & Expanding Reach
Launching in late 2019, Fit & Flex faced immediate hurdles due to the COVID-19 pandemic, which delayed its nationwide rollout. Despite the setbacks, the brand strategically expanded its distribution to 22 cities and 14,000 outlets by mid-2022. Today, Fit & Flex products are available in over 6,000 retail stores across metro cities and leading modern trade chains such as D-Mart, Reliance Smart, and e-commerce platforms. Internationally, the brand has a strong presence in Dubai, with over 1,500 retail points and exports to 14 other countries.
A Growing Market & Changing Consumer Preferences
While India’s breakfast culture has traditionally favored hot meals like parathas and dosas, urban lifestyles and health consciousness are driving demand for convenient, nutritious alternatives. The Indian breakfast cereal market, valued at ₹2,200 crore in 2019, has now surpassed ₹6,000 crore, fueled by increasing awareness about healthy eating. A significant trend is the shift from sugary cornflakes to fiber-rich oats, mueslis, and granolas.
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Diversified Product Portfolio
Fit & Flex has built a robust portfolio with over 35 SKUs, categorized into:
- Breakfast Cereals: Mueslis, granolas, and oats.
- Snacking Options: Protein puffs, oat-based multigrain mixtures, and mini bites.
Beyond its own brand, Fit & Flex also engages in private label manufacturing for industry giants such as Carrefour (Middle East), Lulu, Tata Soulfulls, and Alpino. Negotiations with global players like Kellogg’s and Yoga Bar indicate a strong growth trajectory.
With a commitment to quality, innovation, and health-conscious offerings, Fit & Flex is not just competing in the market—it’s shaping the future of breakfast and snacking in India.