- Available In three flavours, the breakfast cereal will be available across 60,000 stores in Gujarat by March 2020
Ahmedabad, 29th November, 2019: Ahmedabad-based start-up in food processing, Niva Nutrifoods LLP, announced the launch of its healthy, oat-rich breakfast cereal, Fit & Flex Granola, on Friday. Aiming to cater to health and fitness-conscious individuals across the country, the company’s new-age brand, Fit & Flex, aims to present its customers with healthy eating options for breakfast and anytime snacking. The newly launched healthy granola is packed with nutrients and will be available in three variants: Mixed Fruit, Mango Coconut and Happy Berry.
Explaining more about the product, Pathik Patel, Founder, Niva Nutrifoods LLP, said, “Fit & Flex Granola is not just healthy but is also incredibly crunchy and tasty. It is entirely baked, which makes it easy to chew, is amazingly high on flavour and packs quite a nutritious punch. It is fibre rich, helps improve immunity, boost energy levels and keep a healthy heart.”
“Our dedicated team of experts has spent over a year’s research in developing this amazing product,” he added.
All the three flavours of Fit & Flex Granola have been sampled in the Gujarat market since July this year and have been widely appreciated by customers all across.
“The product will be launched initially in Gujarat. Following the initial launch here, we plan to make Fit & Flex Granola available pan India through online retail channels. Our next focus will be expanding our physical presence in retail stores, first in Maharashtra, and then across other states as well. Fit & Flex Granola will be available in three different sizes, 25g, 275g, 450g across all major retail outlets in Gujarat,” adds Pathik, who himself is a fitness enthusiast.
The size of the breakfast cereal market in India was pegged at Rs 1,526 crore in 2015 and is expected to touch Rs 2,600 crore by 2020.
“By March 2020, our product will be available across some 60,000 stores in Gujarat,” Pathik further added.
An initial investment of Rs 40 crore was made by Niva Nutrifoods, in the European technology, research of the markets, product development and launch of the product. The company has set up its own state of the art manufacturing facility near Mehsana to ensure consistent quality and taste for Fit & Flex Granola.
“The manufacturing plant has an installed production capacity of 4,000 tonne granola per annum. We use a special and unique baking technology that makes Fit & Flex, the crunchiest granola available in the Indian market,” adds Pathik.