When a food truck in Mumbai began serving plates of spicy, tangy “Bhel” made with baked multigrain chips instead of the usual fried papdis, it sparked a conversation. But what seemed like a quirky street-food experiment was a clever activation by India’s newest food disruptor: SuperYou.
Established by FMCG industry expert Nikunj Biyani and Bollywood actor Ranveer Singh, SuperYou has come into the market with an aim to make protein accessible, light, and enjoyable, a complete departure from the chalky powders and bulky bars most people think of when hearing about the nutrient.
The Rise of SuperYou
After nearly two years of R&D, countless tasting sessions, and over 100 product trials, SuperYou unveiled what it calls India’s healthiest chips: baked, multigrain protein wafers boasting 10 grams of protein, 3 grams of fiber, no added sugar, and no palm oil, all under 160 calories per pack.
Made with a unique mix of jowar, urad dal, and chickpeas, and sweetened only by innovation, the chips are designed to satisfy India’s universal love of savory snacks, but without the guilt. “India loves chips. But chips rarely love us back. They’re oily, fried, full of regrets,” Biyani says with a laugh. “We wanted to change that.”
The chips are baked, not fried and avoid the usual pitfalls of commercial snacks by being free of palm oil and added sugars. With a crispy, light texture and flavors that lend themselves to creative combinations (like the viral ‘protein bhel’), they aim to cater to everyone, from fitness enthusiasts to busy professionals looking for a healthier munch.
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A Food Truck, A Bhel & A Breakthrough
SuperYou’s launch in Mumbai wasn’t just about stocking shelves. In a playful campaign, the brand invited consumers to bring their packs of SuperYou chips to a food truck where chefs turned them into customized “bhel” with sauces, cheese, veggies, and more. Videos of the activation — with delighted customers mixing up their protein bhel, quickly gained traction on social media.
Even Ranveer Singh got in on the action, sharing his own homemade version on Instagram and inspiring fans to create their own recipes. The brand is now encouraging customers to experiment and tag their creations, promising surprise gifts for the most inventive entries.
A Nod From The Industry
The early buzz around SuperYou translated into formal recognition this week when the company bagged the “Trailblazing Disruptor in Food & Beverages” award at the Contract Manufacturing & Private Label (CMPL) Expo.
For Biyani and Singh, the award is validation of a simple but powerful belief: protein doesn’t have to be boring or intimidating. “Our goal was always to democratize protein. We wanted to create a product that anyone not just gym-goers, can enjoy, without even thinking twice about nutrition labels,” says Biyani.
The Faces Behind The Brand
SuperYou is powered by the contrasting yet complementary energies of its two founders. Biyani brings over a decade of experience building and scaling FMCG brands in India. Singh, known for his boundless energy and unconventional choices, has been a vocal advocate of healthy living.
“Protein has been my best friend for years, it fuels my energy, my performances, everything,” Singh has said. “With SuperYou, we’ve made it everyone’s friend.”
What’s Next?
Even as their first product gains momentum, now available on Blinkit, Swiggy Instamart, Zepto, Amazon, their own website, and retail stores across India, the team at SuperYou is already working on what they call “even crazier innovations.”
While they’re tight-lipped about specifics, the company promises more products aimed at making everyday nutrition lighter, tastier, and more fun.
“We’re just getting started,” says Biyani. “This isn’t just about one product. It’s about changing the way India thinks about snacking and protein, making it enjoyable, and something you can actually look forward to every day.”
Why SuperYou Matters
In a country where snack aisles are still dominated by fried, high-sodium options, SuperYou’s proposition feels timely. With urban consumers increasingly seeking healthier, high-protein alternatives, yet unwilling to compromise on taste, the brand is hoping to carve out a distinct space in the cluttered FMCG market.
By blending scientific innovation (bio-fermented yeast protein, multigrain bases) with mass-market appeal and the charisma of a Bollywood star, SuperYou seems poised to not just ride the health-conscious wave, but to define it.
For now, SuperYou is asking India to snack boldly, creatively, and guilt-free. Or, in their own words: “Go crazy. Get Super.”
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