MyFitness expands to UAE, targeting US$226.73M peanut butter market
Already witnessing promising traction in its pilot phase, MyFitness has sold 3.5 tonnes of peanut butter across only six SKUs, showing steady month-on-month growth.
UAE – MyFitness, a protein-focused healthy snacking brand owned by BRND.ME (formerly Mensa Brands), has made a significant foray into the UAE’s peanut butter market, valued at around Rs 2,000 crore(US$226.73M).
This move represents MyFitness’s strategic expansion beyond India to establish itself in the Middle Eastern market, particularly targeting wellness and protein nutrition-conscious consumers.
To support this ambitious entry, the company has set up a regional warehouse and operations hub within the UAE to enable faster delivery, streamlined return processes, and enhanced customer service.
Already witnessing promising traction in its pilot phase, MyFitness has sold 3.5 tonnes of peanut butter across only six SKUs, showing steady month-on-month growth.
The brand is available on leading online platforms such as Noon Minutes, offering rapid 15-minute deliveries, along with Namshi and Amazon UAE.
Discussions are also ongoing with prominent offline distributors to broaden presence across modern retail outlets and traditional trade channels, reflecting a multi-channel approach to market penetration.
The UAE’s diverse and health-conscious population presents a lucrative opportunity for MyFitness, which has built a strong reputation in India for its clean-label, protein-packed peanut butter.
The brand aims to become a household name in the region by offering products that cater to fitness enthusiasts, families, and busy professionals seeking nutritious snacking options.
Ananth Narayanan, Founder and CEO of BRND.ME, described the UAE launch as an “exciting next chapter” in scaling the brand globally.
“The UAE marks an exciting next chapter in our journey as we take another Made-in-India brand to the world. With strong e-commerce partnerships and local warehousing, we are confident of replicating our success building MyFitness into a household name across the Middle East,” said Narayanan.
MyFitness holds a 22% market share in India’s peanut butter segment and aims to resonate well with UAE consumers increasingly adopting plant-based diets and protein-rich lifestyles.
Its product range includes not only peanut butter but also protein bars, chocolate peanut butter-coated rolled oats, date bites, and plans for a sports nutrition line.
Financially, MyFitness expects to generate gross merchandise value (GMV) of Rs 275 crore (US$31.17M) within the current year and is on a trajectory to become a Rs 1000 crore (US$113.34M) brand within the next five years, underlining robust growth ambitions.
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