Ending Soon! Save 33% on All Access

Mensa Brands Acquires Peanut Butter Brand MYFITNESS The partnership with Mensa Brands will strengthen the MYFITNESS' footprint, enabling it to launch new categories, scale D2C, invest in brand-building and expand to global markets

By Teena Jose

Opinions expressed by Entrepreneur contributors are their own.

You're reading Entrepreneur India, an international franchise of Entrepreneur Media.

Company handout

Mensa Brands, a D2C tech-led house of brands, has entered the health food category by acquiring MYFITNESS, a peanut butter brand in India. The partnership with Mensa Brands will strengthen the MYFITNESS' footprint, enabling it to launch new categories, scale D2C, invest in brand-building and expand to global markets.

"We are thrilled about our partnership with the MYFITNESS team, which is a fast-growing consumer-loved brand and we will scale the brand to have an omni-channel global presence by leveraging out tech-led playbook. 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 a INR 1000 crore brand in the next 3 to 4 years," said Ananth Narayanan, founder and CEO, Mensa Brands.

Mensa builds global digital-first brands from India by partnering with the right entrepreneurs, investing into the business, and bringing the team's expertise and technology to scale the brands.

MYFITNESS currently has more than 30 SKUs with an average selling price of INR 500. Within 3 years of its inception, the company has sold over 7 million jars of peanut butter. The brand is highly rated across platforms and has a high consumer repeat rate, claimed by the company in a statement.

"MYFITNESS is India's fastest growing peanut butter brand and a category, acquiring the most new-to-category customers. We are thrilled to be partnering with Mensa Brands, a market leader proven to exponentially scale brands. Together, I believe we can make MYFITNESS on global household name and serve hundreds of millions of happy consumers," said Mohammed Patel, CEO, MYFITNESS.

Founded in 2019 by Mohammed Patel and Rahil Virani, MYFITNESS is popular among fitness enthusiasts, millenials, GenZ and sportsmen for its unique taste and disruptive innovations in the category.

Teena Jose

News Desk Reporter with Entrepreneur India

Teena is a post graduate in financial journalism. She has an avid interest in content creation, digital media and fashion.
Side Hustle

The Side Hustle He Started at Age 15 Led to a $4 Billion Boon for Small Businesses: 'They Would Take a Chance on Me With Their Hard-Earned Money'

Nic Beique asked his local barber, gym and more if they'd like him to build a website for their businesses.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

Business News

Now that OpenAI's Superalignment Team Has Been Disbanded, Who's Preventing AI from Going Rogue?

We spoke to an AI expert who says safety and innovation are not separate things that must be balanced; they go hand in hand.

Starting a Business

I Wish I Knew These Four Things Before Starting My Own Business

Starting a business is hard work to say the least. These are four lessons I wish someone had shared with me before going solo, so I'm here to share them with you.

Employee Experience & Recruiting

Beyond the Great Resignation — How to Attract Freelancers and Independent Talent Back to Traditional Work

Discussing the recent workplace exit of employees in search of more meaningful work and ways companies can attract that talent back.

Franchise

What Franchising Can Teach The NFL About The Impact of Private Equity

The NFL is smart to take a thoughtful approach before approving institutional capital's investment in teams.