Hyderabad-based Fitday plan to invest Rs 25 crore in the Gummies segment this financial year. This announcement was flagged off with Fitday launching seven Vitamin Gummies in the market.
In a variety of herbal, mineral and vitamin options, these gummies are: DHA + Multivitamin (Gummies for children), Biotin, Vitamin C, Ashwagandha, Korean Ginseng, Calcium, Vitamin-D3, Ginger Licorice Tulsi (Cold & Flu Gummies), and Iron Folic Acid. Fitday will also be looking to invest in educating more people on the benefits of Nutraceuticals.
Fitday aims to cater to the segment of a higher population of older adults who are at high risks for chronic diseases caused due to vitamin deficiencies. Genomelabs, (parent company) that manufactures Fitday, will introduce more research-based gummies in the future.
Suresh Raju, Founder, Fitday, “We are proud to start a trend like this. Especially during the pandemic, there was an obvious need to increase immunity in children and adults. Vitamins in the form of gummies are a fun and palatable way to get vital supplementation into the body.”
“Also, to cater to consumers who are increasingly adopting vegetarian and vegan lifestyles, the gummies are made of plant-based pectin, not gelatin,” said Raju.