Nikunj, who at the time was the business head for foods at Future Consumer, currently runs Think9 Consumer, a venture builder firm focused on building digital-native brands and platforms.
Singh will be actively involved in the company’s operations as the co-founder, with the aim of opening it up to a wider audience. The products, the company said in a statement, will be made using fermented yeast protein technology.
“I’ve been a fitness enthusiast my entire life and wanted to convert this passion into something larger that I can share with everyone. I truly believe that protein is an essential macronutrient for everybody and with our busy lifestyle, we struggle to get the required quantity. That’s exactly why I wanted to create something that is an extension of my own beliefs and enable protein consumption in simple and affordable yet effective ways for Indian Consumers,” he said.
The idea of SuperYou, the company says, is to make protein products more accessible. It is launching protein wafer bars starting at ₹60. Jumping onto the bandwagon of healthy snacking, these protein wafer bars with 10gm protein and no added sugar in four flavours: Chocolate, choco-peanut butter, strawberry crème, and cheese variant. SuperYou plans to eventually expand its range with more products in the protein foods and supplements space.
With a planned investment of ₹40-50 crore over the next 18-24 months, SuperYou aims to hit ₹500 crore in revenue over the next five years.
SuperYou will be available soon on its website and all major delivery platforms such as Amazon, Flipkart, Zepto, Blinkit and Instamart; including select modern trade stores such as Reliance Fresh, Smart Bazaar, FreshPik, Noble Plus, Wellness Forever, Relay, Vendiman and more across 10 cities very soon.
