BRND.ME’s MYFITNESS Expands Breakfast Portfolio with Launch of PRO.FITNESS Chocolate Peanut Butter Oats

MYFITNESS, India’s #1 peanut butter brand from BRND.ME, has announced the launch of PRO.FITNESS Chocolate Peanut Butter Oats, expanding its offerings in the breakfast and nutrition category. Inspired by one of the brand’s bestselling flavours, the new product reflects MYFITNESS’ strategy of leveraging established consumer preferences to introduce new formats and strengthen its presence across nutrition-focused food categories.

India’s oatmeal market was valued at approximately USD 200+ million in 2025, according to Deep Market Insights. As consumers increasingly explore convenient and nutrition-focused breakfast options, MYFITNESS sees an opportunity to bring differentiated offerings to the category through familiar flavours and product innovation.

Over the years, MYFITNESS has evolved from a peanut butter-focused brand into a broader supplement-forward health food brand, with offerings spanning peanut butter variants, high-protein oats and protein-focused snacks. MYFITNESS continues to be a key contributor to BRND.ME’s overall business and an important driver of its portfolio expansion strategy. Non-peanut-butter categories currently account for ~10% of MYFITNESS’ business, reflecting the brand’s expanding product mix.

Made with 10% MYFITNESS Chocolate Smooth Peanut Butter, the new oats combine instant and rolled oats with a protein blend, soy flakes, jaggery, almonds, pumpkin seeds, sunflower seeds, chia seeds and raisins. Providing 10g of dietary fibre & 27g of protein per serving, the product contains zero refined sugar and is sweetened with jaggery. The formulation brings together the brand’s popular Chocolate Peanut Butter flavour with ingredients suited to consumers seeking protein- and fibre-conscious breakfast options.

Speaking on the launch, Ananth Narayanan, Founder and CEO, BRND.ME, said, “We see a significant opportunity to build MYFITNESS into a broader nutrition brand. Our strategy is to build on products consumers already love and extend them into relevant categories. Chocolate Peanut Butter is one of our bestsellers, and bringing that flavour into oats is a natural next step. We will continue strengthening our core peanut butter business while expanding into adjacent categories to drive the next phase of growth.”

Targeted at young, active and health-conscious consumers, including college students and fitness enthusiasts, PRO.FITNESS Chocolate Peanut Butter Oats is designed for breakfast, pre- and post-workout consumption and snacking. With additional flavours under development, MYFITNESS plans to broaden its oats range, offering consumers greater choice within its breakfast portfolio.