Latest news with #SuperYou
NDTV
3 hours ago
- Entertainment
- NDTV
Ranveer Singh Launches Fermented Protein Powder For Rs 3000 Per Kg, Experts Decode What It Is
Ranveer Singh isn't bringing energy to just the big screen anymore. He's bringing it to your shaker bottle too. The 40-year-old actor, often known for his high-octane roles, has entered the protein supplement game with the launch of SuperYou Pro, a fermented yeast protein powder he claims is "the smartest protein on the planet". On Instagram, he announced it with a bold statement: "The future of protein is here and it's fermented". But beyond the flashy tagline, what exactly is this protein, and does the science shake, sorry, stack up? View this post on Instagram A post shared by Ranveer Singh (@ranveersingh) We spoke to experts. What Ranveer's Brand Is Claiming SuperYou Pro isn't your regular whey or plant-based blend. Here's what the brand says you're getting per scoop, according to the brand: 24g of clean, vegan, gut-friendly protein All 9 essential amino acids + BCAAs (the ones that help muscles repair and grow) PDCAAS score of 1.0 - the highest protein quality rating, matching whey Smooth, non-chalky texture No dairy, no soy, no gluten Naturally sweetened with monk fruit Enhanced with probiotics and digestive enzymes The brand also claims that it uses bio-fermentation technology, which is the "future of protein science". The product is priced at around Rs 3,000/kg and aims to grab a slice of India's Rs 4,000-crore protein powder market. "We wanted to bring this revolutionary technology to India and create a protein powder that's truly ahead of its time. Bio-fermented yeast protein is the future. It performs like whey, tastes great, but without any of the gut discomfort. Our goal with Pro is to make high-performance protein inclusive, clean, and easy to consume without the fuss," said Nikunj Biyani, co-founder of SuperYou. Speaking on the same, Ranveer Singh, co-founder of SuperYou, shared with media, "When we learnt about it, the innovative bio-fermented yeast protein, we knew we had something revolutionary on our hands. SuperYou Pro is a breakthrough that brings the best of both worlds: the simplicity of plant-based protein and the high performance of whey. It's a great gut-loving, clean and complete protein powder - it's the love your muscles deserve." What Exactly Is Fermented Yeast Protein? According to Dr Archana Batra, a Dietician and Certified Diabetes Educator, yeast protein starts with Saccharomyces cerevisiae, the same microorganism used in bread and beer. But here, it's cultivated in steel tanks, not bakeries. Through bio-fermentation, the yeast produces high-quality protein, which is then purified, dried, and turned into powder. "It's not live yeast like bread - it's purified protein from yeast. If this yeast protein really has a PDCAAS score of 1, it means nutritionally it can compete with whey," she says. To put it simply, this protein powder is made in a lab from yeast, it has the same "quality score" as whey, and it's easier on digestion. The big draw? It's vegan, allergen-friendly, and more eco-friendly than animal-derived proteins. However, Dr Batra warns, "There are no publicly available, peer-reviewed studies specifically testing this product. For now, we can only rely on the brand's claims." How Does It Compare To Whey? According to Ranveer's post, their protein powder is as efficacious as whey. Dr Simrat Kathuria, Celebrity Dietician and Nutritionist, acknowledges the appeal but keeps it practical. She says, "Fermented protein may be as good as whey for general health and moderate training, but the decision should be based on dietary preferences, tolerances, and performance needs - not just a celebrity endorsement." She points out that whey is still considered the gold standard for muscle recovery due to its leucine content (the amount or percentage of the essential amino acid). "The primary benefit of fermented protein is its digestibility: no bloating, gut-friendly. But for the hardcore athlete pushing for muscle hypertrophy, whey probably offers some advantage," she says. That said, she also adds, "Research shows fermentation can boost protein digestibility scores close to 1.0, which is very respectable and makes it an excellent choice for those who cannot tolerate dairy." Where The Brand Gains Points For Dietician Komal Malik, head dietician at Asian Hospital, the product's strength lies in both innovation and validation. "This is powered by one of the world's most advanced protein technologies. The protein comes from fermented yeast, is vegan, complete, and gut-friendly. What's more, it has the same net protein utilisation as whey," she says. She also emphasises the credibility factor, "It's validated through NABL protein certification, checked by SGS China and SciEp Australia, and manufactured in US FDA and GMP-certified facilities." The Pros And Cons Dr Kathuria says that fermented protein is an emerging category in sports and wellness nutrition. She further points out that research, including a 2023 review in Frontiers in Nutrition, shows that fermentation can improve the protein digestibility score (PDCAAS) close to 1.0 - similar to high-quality animal proteins. The process reduces anti-nutritional factors like phytates, increases amino acids and enhances bioavailability, thus bridging quite a lot of the distance with whey, at least for the non-athlete population or those who cannot tolerate dairy. Here's a quick guide of the pros and cons, according to the experts: The pros: Suitable for vegans, vegetarians, and those with dairy or soy intolerance Environmentally more sustainable than animal proteins Easier on digestion compared to whey for sensitive stomachs Backed by credible lab certifications Close match to whey in amino acid profile The cautions Slightly less leucine than whey, which could matter for elite muscle building No product-specific published clinical trials yet Premium price compared to standard whey or pea protein blends Experts also suggest that those with yeast sensitivity should avoid it, and although purified protein is generally safe, consult a doctor if in doubt. Shake Shake Shake Fermented yeast protein is genuinely exciting - not just because a Bollywood star is selling it, but because the technology behind it has real nutritional merit. It may not dethrone whey for professional athletes, but for most people seeking a clean, high-quality, gut-friendly protein, it could be a solid alternative. As Dr Batra concludes, "If the brand's claims hold true, this could be revolutionary for vegans and anyone avoiding dairy. But until we see more independent studies, whey remains the tested benchmark." If you're open to innovation and willing to trust the early science (and Ranveer Singh), SuperYou Pro could be worth a try. But if you prefer decades of proven results, whey still holds its title - for now.
Business Upturn
2 days ago
- Entertainment
- Business Upturn
SuperYou launches fermented yeast protein powders in India with Ranveer Singh – claims 100% vegan, gut-friendly nutrition
Actor-entrepreneur Ranveer Singh's health and nutrition brand SuperYou, co-founded with Nikunj Biyani, has expanded into the functional fitness segment with the launch of SuperYou Pro, a protein powder powered by bio-fermented yeast protein technology. Known for its India-first protein wafers and multigrain chips, SuperYou is now bringing the same disruptive innovation to protein supplements. The new range promises 24–27g of clean, complete protein per serving, all nine essential amino acids, zero allergens, and a PDCAAS score of 1.0, matching whey protein quality. Bio-fermented yeast protein – A first for India At the core of SuperYou Pro is bio-fermentation technology, a process designed for smoother absorption and superior digestibility. Unlike conventional whey or soy-based supplements, SuperYou Pro is 100% vegan, non-GMO, and crafted without dairy, soy, or gluten. Nikunj Biyani, Co-founder, said, 'When I discovered bio-fermented protein technology, I knew we had to bring it to India. SuperYou Pro is clean, great-tasting, and high-performing.' Four flavours tailored for performance SuperYou Pro is launching in Chocolate, Cold Coffee, Masala Chai, and Unflavoured variants, catering to gym-goers, runners, and active lifestyle enthusiasts. Ranveer Singh added, 'SuperYou Pro combines plant-based simplicity with whey-level performance – the love your muscles deserve.' Certifications and market reach The product is NABL verified, backed by SGS China and SciEp Australia, and manufactured in a US FDA and GMP-certified facility. Priced at ₹3,000/kg, SuperYou aims to capture 10% of India's protein powder market in 12 months. It is available on Amazon, Flipkart, Blinkit, Zepto, Instamart, and at retail outlets like Wellness Forever, Noble Chemist, Ratnadeep, and 7-Eleven. With this launch, SuperYou continues its mission to make protein consumption fun, functional, and flavourful, pushing India's nutrition industry towards science-backed, clean-label innovations. Ahmedabad Plane Crash Aditya Bhagchandani serves as the Senior Editor and Writer at Business Upturn, where he leads coverage across the Business, Finance, Corporate, and Stock Market segments. With a keen eye for detail and a commitment to journalistic integrity, he not only contributes insightful articles but also oversees editorial direction for the reporting team.
Business Upturn
2 days ago
- Business
- Business Upturn
SuperYou launches protein powder with Indian Masala Chai flavour, alongside chocolate and cold coffee variants
Actor Ranveer Singh's health brand SuperYou, co-founded with Nikunj Biyani, has entered the protein supplements market with the launch of SuperYou Pro, a clean, gut-friendly protein powder powered by bio-fermented yeast protein technology. While the range includes classic Chocolate, bold Cold Coffee, and neutral Unflavoured options, the highlight is the uniquely Indian Masala Chai flavour, designed to bring familiar taste to fitness-focused consumers. The launch blends taste innovation with performance nutrition, catering to gym-goers, athletes, and active lifestyle users. A flavour-packed protein revolution SuperYou Pro delivers 24–27g of clean, complete protein per serving, all nine essential amino acids, zero allergens, and a PDCAAS score of 1.0—on par with whey. The bio-fermentation process ensures smoother absorption and better digestibility, making it suitable for vegans and those avoiding dairy, soy, and gluten. Nikunj Biyani, Co-founder of SuperYou, said, 'We wanted to create a protein powder that's as enjoyable as it is effective. The Masala Chai flavour is a nod to India's cultural roots while keeping health at the forefront.' Market-ready and certified The protein is NABL verified, quality backed by SGS China and SciEp Australia, and made in a US FDA and GMP-certified facility. Priced at ₹3,000/kg, it is available online at Amazon, Flipkart, Blinkit, Zepto, Instamart, and in stores like Wellness Forever, Noble Chemist, Ratnadeep, and 7-Eleven. With its distinctive flavours and science-backed formulation, SuperYou Pro aims to make protein consumption in India more exciting, accessible, and culturally connected. Ahmedabad Plane Crash Aditya Bhagchandani serves as the Senior Editor and Writer at Business Upturn, where he leads coverage across the Business, Finance, Corporate, and Stock Market segments. With a keen eye for detail and a commitment to journalistic integrity, he not only contributes insightful articles but also oversees editorial direction for the reporting team.
Time of India
31-05-2025
- Business
- Time of India
Health-focused food brands clock revenue gains on back of quick commerce, wider reach
HighlightsHealth-focused brands in India see rapid growth with rising incomes. Investment in health-centric snacks surged to $65 million in H1 2025. Quick commerce fuels demand for healthier snack options across cities. Rising consumer awareness in India, higher disposable incomes and expansion of quick commerce are driving growth for health-focused food brands such as Farmley, Yoga Bar, The Whole Truth Foods and SuperYou, multiple founders and investors told momentum has helped several players improve financial performance and attract investments, as healthier snack options gain popularity across urban and smaller 'healthy snacking' market is estimated to be worth about $4 billion and is projected to grow at a pace 3.5 times faster than that of traditional packaged snacks, according to estimates by investors. In FY25, Farmley, backed by DSG Consumer Partners, reported a 60 per cent jump in operating revenue from the previous year to Rs 370 crore. It was Rs 170 crore in FY23. The company became Ebitda profitable in FY25, cofounder Abhishek Agarwal told ET. The Whole Truth, backed by Peak XV Partners, is learnt to have ended FY25 with revenue of around Rs 200 crore, up by over 200 per cent from FY24, when it had registered an 80 per cent increase from the previous year, according to regulatory filings sourced from business intelligence platform Tofler. The company is operating at an annualised revenue run rate (ARR) of Rs 250–300 crore, a person aware of the financials said. SuperYou, launched in November 2024 and cofounded by actor Ranveer Singh, is growing at 25–30 per cent month-on-month and is operating at an ARR of around Rs 80 crore. Rising VC interest This year, investor interest in health-focused food brands has increased. The segment received about $65 million in funding in the first half of 2025, compared with $15 million in all of 2024 and about $20 million in 2023, according to data from Tracxn. In May, Farmley raised $40 million in a round led by global consumer-focused investment firm L Catterton, with participation from DSG Consumer Partners. In February, The Whole Truth secured $15 million in a funding round led by Belgian investment fund Sofina. Salad Days, another emerging player, raised $3.5 million in its maiden institutional round, led by V3 Ventures and Client Associates Alternate Fund (CAAF). Agarwal of Farmley said nearly 40 per cent of the company's overall business now comes from quick commerce platforms. 'The segment is really heating up across price ranges and categories. Consumers are actively seeking good options in the healthy segment that deliver on taste and nutrition,' he said. Growth in quick commerce channels and increasing disposable incomes, he said, are prompting more consumers to experiment with better-for-you snacks. 'How we tap into demand from tier-III cities will define how we scale offline distribution,' Agarwal said. According to data from Unicommerce, online orders for healthy staples and snacks in FY25 increased by 60 per cent from the previous year, with tier-III cities showing a 90 per cent jump. Mass brands gain Executives said investors are favouring companies that balance affordability with health-focused positioning. 'When you're Ebitda profitable, targeting a larger TAM and offering a health-plus product at Rs 30–40, you tend to attract significantly more investor interest,' said Suhasini Sampath, cofounder of Yoga Bar, which is operating at an ARR of Rs 300–400 crore. 'By contrast, premium brands with niche audiences and high valuations are facing more scrutiny.' Peak XV's principal Abhishek Mohan said quick commerce has transformed how consumers discover and access food brands. 'Impulse categories like snacks are ideally suited to the format, and healthy brands that deliver on convenience are seeing a strong lift,' he said. Peak XV has backed The Whole Truth and Mumbai-based The Health Factory, which makes high-protein breads. The growing preference for clean-label and additive-free foods is no longer limited to the metros and tier-II cities. Fireside Ventures vice president Ankita Balotia said the key challenges now lie in improving access, affordability and taste. 'Consumers today are far more conscious about what they and their families consume. But price sensitivity and taste parity with mainstream snacks are still important,' she said. Among larger incumbents, Marico-backed True Elements' revenue in FY24 grew by 33 per cent from the previous year to Rs 76 crore, while Tata Consumer's Soulfull business posted a 48 per cent increase to Rs 95 crore.
Time of India
31-05-2025
- Business
- Time of India
Health-focused food brands clock revenue gains on back of quick commerce, wider reach
Rising consumer awareness in India, higher disposable incomes and expansion of quick commerce are driving growth for health-focused food brands such as Farmley , Yoga Bar , The Whole Truth Foods and SuperYou, multiple founders and investors told ET. This momentum has helped several players improve financial performance and attract investments, as healthier snack options gain popularity across urban and smaller markets. India's 'healthy snacking' market is estimated to be worth about $4 billion and is projected to grow at a pace 3.5 times faster than that of traditional packaged snacks, according to estimates by investors. In FY25, Farmley, backed by DSG Consumer Partners, reported a 60 per cent jump in operating revenue from the previous year to Rs 370 crore. It was Rs 170 crore in FY23. The company became Ebitda profitable in FY25, cofounder Abhishek Agarwal told ET. The Whole Truth, backed by Peak XV Partners, is learnt to have ended FY25 with revenue of around Rs 200 crore, up by over 200 per cent from FY24, when it had registered an 80 per cent increase from the previous year, according to regulatory filings sourced from business intelligence platform Tofler. The company is operating at an annualised revenue run rate (ARR) of Rs 250–300 crore, a person aware of the financials said. SuperYou, launched in November 2024 and cofounded by actor Ranveer Singh , is growing at 25–30 per cent month-on-month and is operating at an ARR of around Rs 80 crore. Rising VC interest This year, investor interest in health-focused food brands has increased. The segment received about $65 million in funding in the first half of 2025, compared with $15 million in all of 2024 and about $20 million in 2023, according to data from Tracxn. In May, Farmley raised $40 million in a round led by global consumer-focused investment firm L Catterton, with participation from DSG Consumer Partners. In February, The Whole Truth secured $15 million in a funding round led by Belgian investment fund Sofina. Salad Days, another emerging player, raised $3.5 million in its maiden institutional round, led by V3 Ventures and Client Associates Alternate Fund (CAAF). Agarwal of Farmley said nearly 40 per cent of the company's overall business now comes from quick commerce platforms. 'The segment is really heating up across price ranges and categories. Consumers are actively seeking good options in the healthy segment that deliver on taste and nutrition,' he said. Growth in quick commerce channels and increasing disposable incomes, he said, are prompting more consumers to experiment with better-for-you snacks. 'How we tap into demand from tier-III cities will define how we scale offline distribution,' Agarwal said. According to data from Unicommerce, online orders for healthy staples and snacks in FY25 increased by 60 per cent from the previous year, with tier-III cities showing a 90 per cent jump. Mass brands gain Executives said investors are favouring companies that balance affordability with health-focused positioning. 'When you're Ebitda profitable, targeting a larger TAM and offering a health-plus product at Rs 30–40, you tend to attract significantly more investor interest,' said Suhasini Sampath, cofounder of Yoga Bar, which is operating at an ARR of Rs 300–400 crore. 'By contrast, premium brands with niche audiences and high valuations are facing more scrutiny.' Peak XV's principal Abhishek Mohan said quick commerce has transformed how consumers discover and access food brands. 'Impulse categories like snacks are ideally suited to the format, and healthy brands that deliver on convenience are seeing a strong lift,' he said. Peak XV has backed The Whole Truth and Mumbai-based The Health Factory, which makes high-protein breads. The growing preference for clean-label and additive-free foods is no longer limited to the metros and tier-II cities. Fireside Ventures vice president Ankita Balotia said the key challenges now lie in improving access, affordability and taste. 'Consumers today are far more conscious about what they and their families consume. But price sensitivity and taste parity with mainstream snacks are still important,' she said. Among larger incumbents, Marico-backed True Elements' revenue in FY24 grew by 33 per cent from the previous year to Rs 76 crore, while Tata Consumer's Soulfull business posted a 48 per cent increase to Rs 95 crore.
