MyFitness Enters into UAE’s ₹2,000 Crore Peanut Butter Market

BRND.ME, previously known as Mensa Brands, has launched its peanut butter brand MyFitness in the United Arab Emirates, as per the news reports. This marks the company’s latest international expansion as it looks to widen its presence outside India.

Initial Rollout & Sales

During its pilot phase, the brand sold around 3.5 tonnes of peanut butter with just six product variants. The company said the UAE operations are expected to add roughly 5% to its total net revenue within a year.

To manage supply and logistics in the region, BRND.ME has set up a warehouse and operational hub in the UAE. The facility will handle product storage, order processing, and returns for local customers.

Product Lineup and Platforms

MyFitness sells a range of products such as peanut butter, protein bars, date bites, and chocolate-coated oats. The items are currently available on platforms including Amazon, Namshi, and Noon Minutes. The company is also in talks with distributors to place the products in retail and general trade stores.

Market Potential

The peanut butter market in the UAE is estimated at around ₹2,000 crore. The brand aims to tap into demand from consumers preferring high-protein and plant-based food products. In India, MyFitness holds about a 22% market share in the peanut butter segment.

The company expects MyFitness to reach a Gross Merchandise Value (GMV) of ₹275 crore this year. Over the next 5 years, it aims to grow the brand to  ₹1,000 crore, with international markets contributing a larger share of sales.

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Conclusion

MyFitness UAE entry is the start of its overseas expansion. With operations now set up and initial sales completed, the company plans to gradually scale its presence in the Gulf market.

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