Mobile health company Grow Fit, which is committed to
helping more than 300 million Indians at risk of contracting lifestyle diseases
achieve peak wellness, has announced its expansion into Functional Beverages
with the acquisition of Drink King. The acquisition, which was made for an undisclosed consideration of cash and stock, makes Grow Fit a one-stop solution for
those seeking a companion on their preventive health and wellness journey.
Post the acquisition, Grow Fit’s offerings
will span areas including expert health advice, customised diet plans, therapeutic
and functional foods, and
nutritional beverages.
Following the trend in the West, meal replacements are
gaining popularity in India - especially among the younger generation
interested in adopting a healthy lifestyle. Analysts
forecast the global meal replacement market to grow at a CAGR of 7.1% between
2016 -2020. According to a
recent PWC report, India ranks
among the top 10 global growth markets for nutrition F&B. With the fast
paced lives of today’s generation and increasing focus on preventive
healthcare, the category is expected to expand.
A nutritional beverage platform started in early 2015, Drink
King provides millennials and busy professionals with wholesome beverages that
could serve as a quick meal while also fulfilling daily nutritional
requirements. Catering to committed gym-goers, Drink King offers customised
options for special regimes like detox, muscle gain and weight loss.
Commenting on the acquisition, Jyotsna
Pattabiraman, CEO at Grow Fit said: “Grow
Fit combines data science, medical science and behavioural insights to guide
people to a healthier, happier version of themselves. We are the only mobile health solution that goes
beyond giving advice to actual implementation. Our acquisition of Drink King
augments our commitment to providing our 100,000 customers comprehensive and easy solutions for
all their everyday health and wellness needs”.
Ritvik Sharma and Arpit Goyal, Co-Founders, Drink King, said: “Our
alignment with Grow Fit helps us expand our service offering and meet the
growing demand for healthy meal replacement options in India. We started Drink
King after finding a lack of healthy options available both online and
on-ground. What is available today is mostly either too high in sugar, or does not have enough protein,
fat, or fiber. Drink King allows customers to order custom smoothies that are
prepared fresh from organic fruits, green vegetables and vital supplements.”
There
are around 3 million active gym goers/ health club members in India. The key to
capturing this segment is customizing the health shakes to individuals that
appeal to their needs and also providing them consultations round the clock.
While there are plenty of options available in the market, each body reacts
differently to foods and supplements. Understanding what works well for their
body is of utmost importance and this is why a scientifically engineered diet
is a must. The integration of Drink King into Grow Fit’s operations is a step
forward in this direction.
Benefits
of using meal replacement shakes and nutrition bars in weight management
include:
· Individuals are provided with a pre-measured amount of food
with a known calorie level, thus negating the need to measure or weigh meals or
to estimate portion sizes;
· Food is easy to transport and prepare and requires no
clean-up. Individuals can these simple, convenient preparations instead of
devoting time and energy to planning, preparing, and cleaning up after a meal;
· Dieters have reduced contact with calorie-dense foods and
the consumption of shakes ad bars involves less decision-making (e.g.,
consuming a shake or bar during a lunch break at work is easier than going to a
restaurant and making a healthy food choice in the recommended portion size to
meet weight loss goals);
· Interestingly, such shakes may further support weight loss
via sensory-specific satiety. Sensory-specific satiety refers to the decreasing
pleasure of tasting, smelling, or eating the same food or beverage until full
or satisfied. Using monotonous meals or snacks (such as shakes or bars)
triggers sensory-specific satiety, which may help individuals further decrease
their caloric intake
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