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[Startup Bharat] By positioning peanut butter as a protein supplement, how MyFitness is targetting Rs 100 Cr in ARR

[Startup Bharat] By positioning peanut butter as a protein supplement, how MyFitness is targetting Rs 100 Cr in ARR

When John Harvey Kellogg first developed peanut butter in 1895, it was for those who were older and needed protein-rich nutrients. 

More than 150 years later, the spread remains a much-favoured addition to breakfast and other meals, not just in the western world, but in India too. 

Gujarat’s Silvassa-based peanut butter brand MYFITNESS has been aiming to give the popular spread a healthy twist. The brand claims to be the first in the category.  

“Peanut butter, at the end of the day, is a great source of protein. And the way we make it, our formula is probably the best in the market,” claims Poojan Shah, Strategy and Business Development Head, MyFitness, in a chat with YourStory.

Run by Tanvi Fitness Pvt. Ltd., MyFitness claims to eliminate the excess oil out of the butter, essentially turning it into a snack. “People have been using our product as a pre-workout snack,” informs Poojan.

Credit: YourStory Design

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