Co-founder Nikunj Biyani reveals the reason on LinkedIn
India’s growing demand for protein snacks continues to inspire innovation – but not every experiment passes the taste test. SuperYou, the brand co-founded by actor Ranveer Singh and Nikunj Biyani, has decided to discontinue its recently developed 20g protein bar due to feedback on its texture.
In a candid LinkedIn post, Biyani shared, “We’d gotten countless requests to make a 20g protein bar. We did multiple trials, spent months and money, made nearly 10–15 prototypes. And we actually cracked it… But we failed at one thing – making it maad tasty.”
SuperYou, best known for its 10g protein wafer bars, had launched the 20g variant promising “20g protein in just 160 calories.” However, over 100 testers found the bar too chewy, resembling the dense texture of typical protein bars – something that didn’t align with SuperYou’s taste-first philosophy.
Biyani explained, “If it’s not maad tasty, it’s not SuperYou,” reinforcing the brand’s commitment to balancing nutrition with indulgence.
SuperYou’s current product lineup – with flavours like chocolate, strawberry, cheese, and peanut butter – has built its reputation on taste-driven innovation. By shelving the 20g bar, the brand has chosen to stay true to its identity rather than compromise on what sets it apart.
The move highlights a broader truth in India’s functional food market – while consumers are health-conscious, they’re not willing to sacrifice taste for protein.
