How Fit & Flex is redefining healthy snacking in India

In the fast-paced world of urban India, where globalisation and urbanisation have dramatically reshaped lifestyles, the daily hustle often leaves little time for a balanced, nutritious breakfast. The traditional Indian breakfast, rich in flavours and variety, requires time and effort to prepare, a luxury many urban professionals and students can't afford.

As a result, people increasingly turned to quick fixes—options that were often high in refined sugars, low in essential nutrients, and ultimately unsatisfying in taste and health benefits.

Pathik Patel, on his personal journey towards better health and mindful eating, found himself frustrated by the lack of nutritious and convenient breakfast options.

The market offered either bland and chewy alternatives or products laden with sugars and artificial ingredients.

This gap highlighted a significant problem: the need for a delicious, healthy, and convenient breakfast option that could meet the dietary requirements of busy individuals without compromising on taste or nutrition.

The initial journey

Recognising this glaring gap in the market, Pathik Patel set out to create a solution. In December 2019, he founded Fit & Flex, headquartered in Ahmedabad, with a clear mission: to facilitate mindful consumption choices even amidst the busiest of schedules.

Fit & Flex specialises in the production of 100% baked, oat-based breakfast cereals and snacks within the FMCG sector, using premium ingredients to ensure every bite is both wholesome and delicious.

The flagship product

Fit & Flex launched its flagship product, 100% baked granola, in four distinct flavours. To support this endeavour, the startup invested in state-of-the-art European machinery and established a 4-acre production facility, the only one in India with such capacity, capable of producing 375 metric tons. This robust infrastructure laid the foundation for rapid growth.

In 2021, Fit & Flex expanded its product line by introducing muesli, followed by oat-based baked multigrain mixtures and chocolate mini bites in 2022.

Today, their extensive portfolio includes granola, muesli, oats, multigrain mixtures, and mini bites, available in over 5000 retail stores nationwide, including major chains like Reliance Fresh + Signature and SPAR.

Their products are also accessible through more than 200 vending machines and leading e-commerce platforms such as Amazon, Flipkart, and Big Basket. Internationally, Fit & Flex products are sold in over 1000 stores across the UAE, Africa, and the Maldives.

The unique selling proposition (USP)

Fit & Flex stands out in the crowded market with its 100% baked, oat-based breakfast cereals and snacks, boasting 35 SKUs. The breakfast category features muesli made from 90% whole grains, nuts, and seeds, available in three flavours, and rich in protein and fibre.

Their granola, available in four unique flavours, is fortified with prebiotic fibre for gut health and includes real freeze-dried fruits. Notably, it contains the lowest sugar content in its category.

Their snacking products include baked multigrain mixtures in three flavours and mini bites in indulgent flavours like chocolate almond and cranberry yoghurt.

The innovative 360-degree slow-bake technology used in their products ensures a unique crunch and texture, giving Fit & Flex an edge over competitors in terms of taste and quality

The rise of health-conscious eating

The late 2010s saw a significant shift in consumer behaviour, driven by globalisation, urbanisation, and increasing health consciousness.

The demand for quick, nutritious breakfast options surged, particularly among urban professionals and students.

Recognising this trend, Fit & Flex focused on positioning itself to cater to this growing market, offering products that were both convenient and healthy.

Strategic market penetration and competitiveness

Fit & Flex has also established strategic partnerships with leading players in the modern trade sector and a focus on metro cities helped build a robust distribution network.

Notably, the extensive product sampling at various consumer touchpoints facilitated greater market penetration.

Overcoming challenges and future plans

Launching just before the COVID-19 pandemic presented significant challenges for Fit & Flex, particularly in establishing a distribution network and gaining market credibility. However, post the second wave, the brand gained solid ground and has since thrived.

In the coming year, Fit & Flex plans to introduce Ready-to-Eat flavoured High Protein Oats, healthy trail mixes, and millet-based high-protein snacks. The brand aims to expand aggressively into GT markets, targeting nearly 10,000 new stores.

The increasing trend towards health-conscious snacking has significantly boosted Fit & Flex's growth, both offline and online. Social media influencers have further amplified this growth, helping the brand achieve an expected 50% revenue growth in FY25.

The next substantial leap is anticipated from Quick Commerce channels online and GT Kirana stores offline.

“All Fit & Flex’s products are baked with an innovative 360-degree slow baking technology that gives it a unique texture & crunch like no other, also elevating the taste while maintaining the health aspect intact.”

“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 so that we can offer a one-stop shop to our customers. Our focus is also on innovation in terms of formats and flavors to break the current monotony in the market. Building a strong GT network is a primary focus this year to reach a large number of homes and become a familiar brand.”

“In granola, we have very few competitors, primarily large commercialized brands that do not focus on ingredient quality and taste. Our Mini Bites are one of a kind, with no similar products in India. At a brand level, we have a significant upper hand regarding product format, taste, and quality over our competitors. However, as a bootstrapped startup, fast expansion of the distribution network in offline channels remains a challenge compared to competitors backed by large conglomerates.”