Because Healthy Snacks Don’t Have to Taste Like Cardboard
Have you ever bitten into a “healthy snack” only to wonder why it feels like eating chalk? That’s the dilemma Gayatri and Ankit, the dynamic duo behind Phab, set out to solve. Founded in 2022, this Mumbai-based brand is putting the “fab” in functional snacks, blending nutrition, indulgence, and a lot of joy.
Phab’s mission? To tackle India’s protein deficiency (because, spoiler: 80% of us don’t get enough) while making snacking something you look forward to. From delicious protein bars to ready-to-drink shakes, this brand proves that eating smart can and should taste good. 🚀
Who’s Behind Phab?
Phab’s story begins with two very different minds:
Gayatri Chona: A certified health coach and Dietetics master’s graduate, Gayatri has always believed in taking the fear out of food. Growing up in Mumbai, she learned from her mom that taking care of yourself doesn’t mean giving up on the things you love. Her goal is clear: fix India’s protein problem while making healthy eating fun AF.
Ankit: A third-gen restaurateur who grew up loving food but hating the weighing scale. With years of experience managing pan-India restaurants, he understands what and how India eats. When Ankit couldn’t find snacks that were both tasty and nutritious, he decided to make them himself.
Together, Gayatri and Ankit decided to replace the “or” with “and,” crafting snacks that are nutritious and indulgent, fun and functional. Opposites attract, right?
The Birth of Phab: 21st-Century Snacking FTW
Let’s be real, India’s grocery aisles aren’t exactly brimming with delicious, healthy snacks. Most products are either packed with sugar or taste like stale cardboard.
That’s how Phab came to life. Their products promise:
- Protein for Everyone: Not just for gym bros, Phab’s snacks help meet India’s massive protein gap.
- Cheeni Kum (or None): Sweetened with dates and honey, most products ditch the sugar, so they’re diabetic-friendly.
- Tummy Love: Prebiotic fibers in their snacks boost gut health and provide long-lasting energy. Think happy gut, happy you
Their philosophy? Healthy eating shouldn’t feel like a chore; it should feel like a treat.
Protein: Not Just “Bro-tein”
Gayatri and Ankit faced a mountain of misconceptions when they launched Phab. “Protein is for bodybuilders.” “Protein powders are steroids.” “I eat dal; I’m good.”
Newsflash: 80% of Indians lack protein, and women consume 13% less protein than men. This isn’t just a gym problem; it’s a nationwide crisis.
To make protein fun and accessible, Phab introduced their flavor-forward protein powder duo:
- New York Blueberry Cheesecake (Limited Edition): Inspired by the classic NYC dessert.
- Chocolate Hazelnut: Perfectly nutty, perfectly indulgent.
Each scoop packs 25g of whey isolate, BCAAs, and zero added sugar. Whether you use it for shakes, pancakes, or even actual cheesecake, Phab’s protein powders are changing the conversation around functional food.
The Goodies: What Does Phab Offer?
Phab’s lineup is packed with goodies designed to fuel your body and taste buds:
- Protein Bars: Flavors like Peanut Butter Energy Bar and Dark Chocolate Almonds (yum!) make meeting daily protein goals feel effortless.
- Ready-to-Drink Shakes: Nearly 800k bottles sold, these are perfect for people on the go.
- Protein Powders: From fruity to chocolatey, these blends make gym bros and dessert lovers equally happy.
- Kid-Friendly Options: Their newly launched millet-based wafer biscuits are nutritious but delish.
Prices range from affordable essentials to premium options, making Phab accessible without breaking the bank.
Achievements Worth Bragging About
Phab isn’t just talk, they’re walking the walk with some impressive stats:
- Nearly 800,000 protein shakes sold.
- Presence in 2,500+ retailers across 20 cities in India.
- Serving customers across 4,500 pin codes.
- 58% revenue growth since its inception.
Their mission to make snacking smarter and healthier is resonating with a country that’s finally waking up to its protein needs.
Challenges? Phab Isn’t Fazed
Like any startup, Phab faced its share of hurdles. For one, manufacturing cutting-edge products like protein bars and shakes wasn’t easy. Add to that India’s misconceptions about protein, and Gayatri and Ankit had their work cut out.
But instead of backing down, they went all-in, raising $2 million in seed funding led by OTP Ventures. This capital is helping Phab:
- Expand their team and production capacity.
- Strengthen online and offline presence.
- Double down on innovation to create even more protein-packed goodies.
What’s Next for Phab?
Phab’s roadmap is as ambitious as it is exciting:
- Quick Commerce Domination: Expanding from one platform to three to ensure snacks are just a click away. 📱
- Scaling Distribution: From neighborhood grocery stores to global markets, they’re leaving no stone unturned. 🌍
- Higher Protein Bars: Introducing a 31g protein bar for individuals with higher daily requirements.
- Kid-Centric Launches: More kid-friendly, health-first snacks to win over the next generation.
Their long-term goal? Transform healthy snacking into the norm, not the exception.
Why Phab is a Game-Changer
Phab isn’t just selling snacks; they’re sparking a movement. They’ve managed to take something as “functional” as protein and make it fun, indulgent, and desirable. Whether it’s their quirky marketing or scientifically backed formulations, they’ve cracked the code on how to balance nutrition and pleasure.
With a strong commitment to tackling India’s protein deficiency, Phab isn’t just a brand, it’s a lifestyle revolution.
Snacks, but Make Them Phabulous
From kitchen experiments to retail shelves, Phab has come a long way in a short time. With protein bars that feel like dessert and powders that taste like joy, this brand is proof that eating smart can, and should, taste incredible.
Whether you’re a gym enthusiast, a busy parent, or someone who just loves to snack, Phab has something for you. And with their focus on innovation, sustainability, and growth, the future looks downright delicious.
Are you ready to snack smarter with Phab? 🍫✨
Shop Now: Phab
