It’s no secret that the pandemic has altered our diets, consuming habits, and life during the last 15 months. What it has additionally performed is usually make us skip conventional meals in favour of, what the F&B market calls, “on-the-go snacks”.
With a majority of the city inhabitants switching to make money working from home indefinitely, ‘munching whereas working’ has turn out to be ubiquitous. Now shoppers wish to purchase merchandise which are nutritious, tasty, and delivered at their doorstep.
World market analysis agency Mintel signifies that one in 5 Indians snacks thrice a day or extra.
“Time-pressed life coupled with straightforward availability of snacks is fuelling snacking frequency amongst Indian shoppers. With an rising variety of shoppers snacking a number of instances a day and disregarding set mealtimes, the road between snack and breakfast meals is more likely to be blurred,” it acknowledged in a 2020 report.
Merely put, an all-day snacking revolution is brewing in India.
Reyfeber founders Saurabh Mishra, Shreya Shah, and Shashank Kutty
The demand for wholesome snacking choices, particularly, is on the rise put up the pandemic, with shoppers turning into extra aware in regards to the dietary worth of meals. Subscription-based wholesome snack containers are on the rise too.
To make inroads into this burgeoning market, first-time entrepreneurs Shreya Shah, Shashank Kutty, and Saurabh Mishra began Reyfeber in July 2020.
What’s Reyfeber and what it solves
The Mumbai-based startup serves as an on-line market that fulfils all of your wholesome snacking and consuming wants.
It aggregates 1,200+ snacking choices from 65-odd manufacturers from throughout India. Reyfeber merchandise cowl six core meals classes — necessities, spreads, bars, path mixes, snacks, and drinks.
From cereals, protein, and granola bars to wholesome teas, coffees, and immunity-building juices and low-calorie chips, cookies, and snacks to gluten-free and diabetic-friendly meals, Reyfeber provides a vast assortment of merchandise.
It began with the founders’ personal hunt for wholesome snacks throughout the lockdown.
Infographic: YS Design
Co-founder Shreya tells YourStory,
“After we switched to make money working from home in March 2020, we did not have the time to train or make elaborate meals. So, we began researching wholesome snacks. What we discovered was that there have been 100+ segments in wholesome snacking, however these had been not accessible below one roof. We had no route by way of the place to seek out the most effective merchandise or perceive what was good for us.”
The concept of Reyfeber took place in April 2020. Because the founders spoke to extra individuals within the 30-45 age group, they realised that there have been two sorts of consumers.
“One which seeks wholesome snacks however faces a sourcing downside. Their intent to eat wholesome is 90 p.c, however accessibility is 60-65 p.c. And the opposite, that doesn’t know the place to start out,” Co-founder Shashank explains.
Reyfeber got down to serve each buyer segments. It went dwell with its platform in October, as India’s home consumption began to get well slowly.
Shashank says, “The adoption is larger in metros and Tier I cities as a result of the attention round wholesome meals is excessive in these areas. In Tier-II cities like Baroda, Bhopal, Nagpur, Nashik, and Mysuru, we’re making individuals conscious of more healthy substitutes, and serving to them within the consideration-to-purchase journey.”
Reyfeber aggregates 1,200+ wholesome snacking choices from 65+ manufacturers
Mixing commerce and content material — Nykaa type
Reyfeber founders are impressed by the aggregation mannequin of Nykaa, one in every of India’s most profitable vertical commerce startups (and shortly to be a unicorn).
They wish to construct their platform right into a one-stop vacation spot for all well being meals purchases, recipes, steering, communities, health content material, and so forth.
On one hand, Reyfeber provides visibility to area of interest, native manufacturers — the likes of Hola (Gujarat), Grameen Method (Bengaluru), and others — serving to them attain pan-India clients by caring for transport and deliveries. On the opposite, it’s onboarding nutritionists, dietary specialists, and residential cooks to teach customers on wholesome consuming.
Reyfeber additionally makes use of third-party AI and ML to create well being scores for customers to assist them make extra knowledgeable meals decisions. “We wish to normalise a wholesome consuming routine, and encourage individuals to maneuver away from goal-oriented consuming,” say the founders.
Final month, the startup launched nutritionist movies targeted on well being and wellness. “The nutritionists will go on to turn out to be channel companions and advocate our well being merchandise,” says Shreya. “We’re additionally showcasing recipes on our platform, and 45-50 p.c purchases are occurring via the recipe part now.”
Reyfeber desires to construct a Nykaa-style confluence of commerce and content material
This mannequin of content material aiding commerce is, after all, impressed by Nykaa.
“We’re nearer to Nykaa than Amazon as a result of we’re a area of interest market and there may be information sharing and a neighborhood facet too,” Shreya notes.
Reyfeber additionally revamped its web site just lately to assist customers “store by advantages” and do need-based searches for classes like high-protein, vegan, gluten-free, and many others. It even plans to get into video commerce after the app launch later this 12 months.
Preliminary traction and future roadmap
It’s nonetheless early days for the bootstrapped startup.
However the upsurge in wholesome meals consumption post-COVID-19, and India’s rising urge for food for area of interest ecommerce has put Reyfeber on a gentle development path, which is “all natural”, based on the founders.
Add to that, the entry of Zomato in the dietary supplements space in March, and the highlight has firmly shifted to the well being and wellness meals market.
Reyfeber claims over 15,000 energetic customers on its platform, with orders shipped to 24,000+ pincodes. Pune, Bengaluru, Hyderabad, and Chennai are prime markets, with Tier II cities catching up. The startup’s common basket measurement has gone as much as Rs 920 within the final two months.
Shashank shares, “We’re seeing person stickiness, and likewise the stocking of merchandise. If somebody is shopping for chips, they’re selecting up 5-6 flavours in a single basket. For cereals and muesli, they’re shopping for the larger 1 kg packs. Our month-to-month revenues went up by 35 p.c in Could, and repeat transactions have gone up by 40-45 p.c.”
Reyfeber has shipped orders to 24,000+ pincodes throughout India
A report by Grand View Analysis estimates that the worldwide wholesome snacks market will attain practically $33 billion by 2025, with India (and different rising economies) being the fastest-growing territories.
“The consumption of wholesome snacks is rising on account of their potential to satisfy varied dietary necessities equivalent to sugar-free, low salt content material, and low levels of cholesterol,” states the report.
“Rising shopper give attention to dietary values of the product has additionally labored in favour of the market. Hovering want for on-the-go snacks coupled with rising spending capacities can stoke the expansion of the market,” it provides.
Reyfeber has home friends like Snackible, FabBox, EvolveSnacks, and others. The startup just lately performed a pilot in Singapore, and is readying for a wider rollout in Southeast Asia by the tip of the 12 months. It is usually in talks with VCs to elevate a seed spherical of Rs 1 crore to gasoline its development and enlargement plans.
Whereas Reyfeber presently operates on a B2C mannequin, it is going to quickly get into the B2B phase too. “Worker wellness is a giant space to discover. We plan to supply bulk well being meals packages to firms at discounted costs,” Shashank says.
Entry to wholesome consuming has by no means been simpler.