Fit & Flex, the latest entrant in the breakfast cereal category, has launched their granola brand in the market with a clear focus on health enthusiasts who don’t want to compromise on taste for a healthy meal. The Ahmedabad based brand is already well-established in Gujarat with its presence in a large number of retail stores and e-commerce sites. Now, the brand is set to grow its footprint nationally.
As part of its growth plan, the brand has handed their digital duties to Garage Worldwide following a multi-agency pitch process.
Raj Kamble, Founder and CCO of Garage Worldwide, said, “It is always most exciting to partner a brand when it's in its early stages. Food and health are both evolving so drastically in India while our large food brands remain traditional for the most part. We have a chance here to create a brand that’s truly built for the present and future - both in terms of product and communication, and we are most thankful to the Fit & Flex team for this opportunity.”
Pathik Patel, Founder and Director of Fit & Flex, commented, “We started the Fit & Flex journey six months back and are expanding at a very rapid pace across India. The future looks bright as well as challenging. Digital and social media will play a crucial role in establishing Fit & Flex as a granola brand. We wanted an agency which has the right mix of creative, strategy and technical knowhow and Garage has ticked all these boxes. For a young brand like us, having a right team at the very beginning of our journey is of utmost importance and I am hopeful with Garage, we have a strong team who will help us position Fit & Flex as a truly global brand.”