Cure.fit Launches Incubator and Plans to Invest USD5 Million in Ten Healthy Packaged Food Companies

Integrated health care platform Cure.fit, has announced the launch of its first incubator to aid new age healthy packaged food brands.

With the increase in health awareness, Healthy and Better for You (BFY) packaged food segment is growing exponentially in India. A lot of new brands have come up in the last few years and even large FMCG companies are focusing on launching their health food range.

As part of their investment, Cure.fit will support the companies on aspects such as cutting edge health & nutrition research, consumer insights-that will help increase effectiveness of the products, branding & positioning , go to market strategy and provide access to custom sales channels – cult centres, Eat.fit cafes, Cure.fit app.

Some of the categories they are is looking to invest in:

·         Ready to eat Snacks (cookies, chips, munchies, trail mix)
·         Nutrition Bars
·         Juices & Beverages
·         Natural supplements
·         Meal Replacements
·         Ready to Cook Products & Meal Kits
·         Staples
·         Dairy Products

In February, Cure.fit acquired cold pressed juice brand, Rejoov for an undisclosed amount. In the next few months, Cure.fit is looking to scale the sales of packaged health food segments across multiple cities through its app & Cult.fit centres.

Commenting on the announcement, Ankit Nagori, Co-founder Cure.fit said, "While a lot of great products are being created, entrepreneurs find it difficult to raise capital and find shelf space in the market. At Cure.fit we want to enable these entrepreneurs to focus on creating healthy and tasty products for the end customers by giving access to capital and shelf space.”

Criteria for selection:

The first phase of the program will be focused on the categories mentioned above only. Companies with innovative products and a credible team can apply for the program. Though the applications for the program is open throughout the year, a quarterly evaluation of the received applications is performed. The shortlisted companies will be invited to pitch with Cure.fit’s investment committee post which the results will be announced.

Companies who are interested to apply for the incubator can mail to incubator@curefit.com