Supplement Sack's 'Muscle Fibre' eyes 3x of additional sales in Peanut Butter segment

With a focus on zero trans-fat and zero cholesterol, Supplement Sack, a Made in India food and supplements brand established in 2016 to provide high-quality nutritional, sports, and dietary supplements has launched its Peanut Butter FMCG segment. The product has been introduced under its sub-brand, Muscle Fibre. It is currently available in two flavors: chocolate and classic. The company is anticipating a threefold increase in revenue due to the rising demand for peanut butter in India.

Muscle Fibre's peanut butter is an excellent choice for children and adults. Due to its extra smoothness, it does not break the bread during the spreading process. Oil separation is minimal as compared to other brands. It also has a shelf life that is twice as long as other brands. The Peanut Butter contains 26g of protein, no trans-fat, and no cholesterol per 100 gm serving, making it a healthy vegetarian option. The good news is that lactose-intolerant people can also consume it. Globally, the majority of people prefer it for breakfast. Athletes and gymgoers can also be consumed before and after physical activities. It is suitable for consumption at any time of day.

Commenting on the launch, Manish Yadav, chief executive officer of Supplement Sack, said, "The Indian market is already flooded with numerous peanut butter brands. During our research, we discovered that the majority of them lacked the basic requirements and quality that should be present in peanut butter. It is a staple breakfast food in the West and is consumed in large quantities, whereas it is still a growing market in India. All of these factors influenced our decision to launch Muscle Fibre's Peanut Butter."

Peanut butter is made by grinding and dry-roasting peanuts. It is one of the most popular high-energy products that's often sold as a milk butter substitute. Peanut Butter contains Fibre, protein, and a variety of micronutrients such as magnesium, zinc, potassium, and Vitamin E. Consumers worldwide are switching to healthier breakfast and snack options like peanut butter in response to rising obesity rates. It is expected to overtake sales of sweet spreads such as jam. Globally, it is expected to reach US$ 5.3 Billion by 2027, at a CAGR of 5.7% during 2022-2027.

"We anticipate a threefold increase in revenue due to rising demand for peanut butter in India. During our trial period, we had 90 to 95% repeat demand in Nutraceutical market sales in the last two years. As Muscle Fibre Peanut Butter is officially launched in the Fast Moving Consumer Goods (FMCG) sector, we expect the demand to pick up at the same pace as the Nutraceutical market. After Delhi, Punjab is currently the largest market for peanut butter, and we serve both states. In addition, we provide services in Haryana. We plan to cover the entire North Indian market by the end of the year," adds Yadav.

Supplement Sack will also launch natural mayonnaise, ketchup, and sauces this year as part of its expansion strategy. All of the company's products are now manufactured in-house.