Can SuperYou muscle its way into your snacking habits?

Walk into any supermarket and you will see the healthy snacking section. Chances are that you will find grim packets with gym bodies on them, powders that taste like chalk, and bars that look and feel like cardboard. It’s almost as if fitness and pleasure don’t mix.

Nikunj Biyani found this distasteful. He had a simple thought: What if protein didn’t have to announce itself? What if it just sat quietly next to your favourite Lays packet or peanut chikkis?

That idea became SuperYou in November last year. Instead of chasing the usual suspects—gym rats and fitness influencers—Biyani decided to chase everyday people. The office worker grabbing evening snacks, the college kid buying chips during break, the family stocking up at the local store.