Brnd.Me’s nutrition brand Myfitness has entered into a licensing partnership with Warner Bros. Discovery Global Consumer Products (WBDGCP) in India, bringing popular DC superheroes Batman, Superman and Wonder Woman into its product and consumer engagement initiatives.
The collaboration aims to combine Myfitness’ focus on nutrition and lifestyle products with the popularity of DC characters, creating new opportunities for themed offerings and brand experiences in the Indian market.
As part of the association, Myfitness has introduced a limited-edition Myfitness x Batman Chocolate Zero Peanut Butter Extra Crunchy. Available in a 510g pack, the product combines roasted peanuts and cocoa with an extra-crunchy texture.
The peanut butter contains 27% protein, zero added sugar and 13g of dietary fibre per 100g, positioning it as a protein-rich spread for health-conscious consumers.
The partnership reflects a growing trend among food and nutrition brands to collaborate with popular entertainment franchises to attract consumers and strengthen product visibility. By incorporating familiar characters into everyday food products, companies are looking to create stronger connections with younger audiences and fans across generations.
For Myfitness, the association also provides an opportunity to extend its brand identity beyond nutritional benefits and introduce products that combine taste, convenience and popular culture.
Ananth Narayanan, Founder and CEO of Brnd.Me, said the partnership brings together Myfitness’ contemporary approach to nutrition with the strong identities of DC superheroes. He described the Batman-inspired peanut butter as one of the first products emerging from the collaboration, with further opportunities for consumer engagement ahead.
The association is expected to help Myfitness strengthen its presence in India’s growing lifestyle nutrition category while demonstrating how entertainment licensing can bring fresh appeal to familiar packaged food products.