Mensa Brands acquires MYFITNESS, expands healthy food portfolio

MYFITNESS is the first to launch a chocolate variant of Peanut Butter in India and the world’s first crispy Peanut Butter

Bengaluru-based Mensa Brands has entered the health food category by acquiring MYFITNESS, the first-of-its-kind and fastest-growing peanut butter brand in India. 

Focusing on both health and taste, MYFITNESS’s product line-up comprises flavoured peanut butter, crispy peanut butter, and high-protein bars. The partnership with Mensa Brands will strengthen the brand’s footprint, enabling it to launch new categories, scale D2C, invest in brand-building, and expand to global markets. 

Through its tech-led growth playbook, Mensa Brands will help scale MYFITNESS in both existing and new markets across channels including D2C, e-commerce platforms, quick commerce platforms, and offline (supplement stores, gyms). 

Ananth Narayanan, Founder, and CEO, Mensa Brands said, “This partnership not only allows us to play in the large and growing healthy food market but does so by leveraging our existing capabilities. We believe we can build MYFITNESS into an Rs 1,000 crore brand in the next 3-4 years.”