India's most preferred active nutrition brand, Fast and Up collaborates with Celebrity Chef Sanjeev Kapoor to foray into a new segment by launching a line of healthy ready-to-eat food products under the umbrella of the brand.
According to Research and Markets, the Indian ready-to-eat (RTE) market stood at $261 million in 2017 and is projected to grow at a CAGR of around 16 percent during 2018-2023 to touch $647 million by 2023. The busy lifestyles of the millennial workforce, a spike in gross family income, and the concept of nuclear families gaining ground have contributed to the Indian ready-to-eat (RTE) food segment rising significantly in recent years. The Covid-19 pandemic and the ensuing work-life changes have also provided a boost to this segment.
Sanjeev Kapoor on his association with Fast and Up, expressed, "I believe that nutrition and taste go hand-in-hand, but nowadays, a lot of the food ingredients are adulterated. So, it is even more critical for people to find ways to improve their nutrition on a day-to-day basis. Seeing the incredible growth and acceptance, Fast and Up has received in such a short span well advocates that they have an honest and long-term vision for bringing daily health and nutrition to families. I am happy to associate with them to further grow their strength by developing this brand-new range of healthy food products. I am extremely excited to embark on this partnership."
As a part of this extensive foray into health food, the new product line will provide clean nutrition-based ready-to-eat products. Offering what they are trusted for, the taste is approved by celebrity chef Sanjeev Kapoor and the nutrition is assured by quality nutrition brand Fast and Up. The products are expected to be launched very soon and have been carefully curated under the expert guidance of Chef Sanjeev Kapoor to ensure the quality and taste of the range which is beyond the current benchmarks of the fast-emerging healthy food industry in India.
Varun Khanna, Co-founder, Fast and Up said, “We are happy to collaborate with chef Sanjeev Kapoor who can easily be called the country’s benchmark when it comes to good quality food and great taste. We have worked closely with him to develop great in taste products with clean ingredients, keeping up with the highest standards of quality nutrition to develop this new line as we are looking forward to launching this very soon. We find him to be the most organic partner to have onboard as we foray into the world of healthy food products. With this association, we are happy to bring an array of food products in an easy-to-consume format, fueled by clean nutrition.”
The products will reflect Fast and Up’s deep omnichannel presence in pan India and will be available at e-commerce platforms like Amazon, Flipkart, etc., and retail outlets.
Being pioneers in health supplementation and active nutrition products, this collaboration supports the holistic vision of Fast and Up to develop as a one-stop solution for daily nutrition which will now further include healthy and ready-to-eat food as well.