This entrepreneur's cereal and snack brand is set to revolutionize the breakfast experience.

Fit & Flex, founded by Pathik Patel, specializes in producing 100% baked, oat-based breakfast cereals and snacks. On Thursday, August 29, 2024, the increasing demand for convenient, on-the-go breakfast items like oats, muesli, and cornflakes was highlighted. According to Mordor Intelligence, the Indian breakfast cereals market is projected to grow at a CAGR of 8.2% over the next five years.

Pathik Patel, a serial entrepreneur, marathon runner, and fitness enthusiast, launched Fit & Flex in 2019 as part of his mission to eat healthier. He notes that many existing products in this category are either high in sugar or have an unappealing, chewy texture.

Based in Ahmedabad, Fit & Flex offers a variety of breakfast cereals and snacks with over 35 SKUs. The founder emphasizes that the products are 100% baked and contain significantly less sugar. Patel claims that Fit & Flex products have 30-35% less sugar compared to major brands, with just 3.5 grams of added sugar per serving, compared to the 17-18 grams found in leading granola brands in India.

Fit & Flex's product lineup includes three flavors of muesli, four flavors of granola, and snacking options such as baked multigrain mixtures in three flavors, along with mini bites available in chocolate, almond, and cranberry yogurt flavors.

Despite the breakfast cereal market being dominated by established brands like Kellogg’s, Nestle, and Marico, Patel is confident that the technology and ingredients used by Fit & Flex will help the startup secure a significant market share. He explains that Fit & Flex employs a unique proprietary baking technology that gives their products a distinctive crunch and texture not found in other brands in India. The company currently has a production capacity of 375 metric tonnes per month, amounting to 4,500 metric tonnes annually. Patel highlights that the Baker Perkins line, a European machine with proprietary baking technology, bakes products at 360 degrees, removing moisture and creating a long-lasting crunch and texture.