Dubai/New Delhi: Indian nutrition brand MyFitness, owned by BRND.ME (formerly Mensa Brands), has officially entered the UAE’s ₹2,000 crore peanut butter market, marking a major step in its global expansion strategy.
The company has established local warehousing and operational infrastructure in the UAE to enable faster deliveries, smoother return handling, and enhanced customer experience. This local presence, the company said, will help it integrate better with regional marketplaces and consumers.
In its pilot phase, MyFitness has already recorded sales of 3.5 tonnes of peanut butter with just six SKUs listed—an encouraging start that underscores the brand’s appeal among UAE consumers. The brand expects the UAE business to contribute around 5% of its net revenue within the next year.
MyFitness products are now available across leading e-commerce platforms, including Noon Minutes, Namshi, and Amazon, with discussions underway to expand into modern trade and general retail through local distributors.
Commenting on the launch, Ananth Narayanan, Founder and CEO of BRND.ME, said,
“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 and building MyFitness into a household name across the Middle East.”
The UAE peanut butter segment, valued at approximately ₹2,000 crore, offers significant headroom for growth, particularly among health-conscious consumers embracing high-protein and vegan lifestyles.
MyFitness, which already commands a 22% share of India’s peanut butter market, offers a range of protein-led snacks, including peanut butter, protein bars, chocolate peanut butter-coated rolled oats, and date bites. The brand also plans to introduce a sports nutrition line in the near future.
The company expects to achieve a gross merchandise value (GMV) of ₹275 crore this year, to become a ₹1,000 crore brand within the next five years.
With its entry into the Middle East, MyFitness aims to position itself as the go-to protein nutrition brand for consumers seeking clean, performance-oriented snacking options.