Chewy Taste Forces SuperYou to Kill Its 20g Protein Bar

Co-founder Nikunj Biyani explains the decision on LinkedIn In India’s booming health and nutrition landscape, few brands have captured the imagination of young, fitness-conscious consumers quite like SuperYou, the protein-snacking brand co-founded by entrepreneur Nikunj Biyani and Bollywood star Ranveer Singh. Known for its quirky brand personality and its signature “maad tasty” tagline, SuperYou has built a strong niche among those who crave a combination of indulgence and nutrition. However, in a surprising turn of events, the brand recently decided to discontinue its much-anticipated 20g protein bar, despite months of development and multiple prototype rounds. The reason? The bar’s chewy texture — a deal-breaker for a brand that has always positioned itself as a delicious alternative in a market crowded with tough, rubbery protein bars. The update came straight from the brand’s co-founder, Nikunj Biyani, who took to LinkedIn to explain the decision. His candid post struck a chord across the marketing and fitness communities alike — offering a rare glimpse into the behind-the-scenes challenges of creating a functional food product that also promises taste-driven delight. The Rise of SuperYou SuperYou entered India’s growing protein-snack market with a clear proposition: “Taste first, protein second — but without compromise.” While many brands were fixated on macros, calories, and gym performance, SuperYou tapped into the emotional aspect of snacking. Backed by the charisma and influence of Ranveer Singh, the brand quickly built a reputation for breaking the stereotype that protein bars have to be dense, chalky, or overly chewy. SuperYou’s initial launch — the 10g protein wafer bar — was a runaway success. Its crispy texture, chocolate layers, and snack-like appeal made it accessible even to consumers who weren’t regular gym-goers. The company’s early flavors — chocolate, strawberry, cheese, and peanut butter — catered to a wide palate while maintaining a light, enjoyable eating experience. This focus on taste differentiated SuperYou in a segment dominated by heavy protein bars that often sacrificed flavor for function. The Demand for More Protein As SuperYou’s popularity soared, so did customer expectations. “We’d gotten countless requests to make a 20g protein bar,” Biyani shared in his LinkedIn post. The demand came not just from hardcore fitness enthusiasts but also from regular consumers who wanted to double their protein intake without doubling the calories or effort. For a brand like SuperYou — which thrives on community engagement and listens closely to its audience — these requests were impossible to ignore. The team began developing a 20g protein bar that would deliver twice the protein content, but with the same satisfying texture and flavor as the wafer bars people loved. It was an ambitious goal. According to Biyani, the team ran multiple trials and created 10–15 prototypes over several months. They experimented with ingredients, sweeteners, and formulations, trying to strike the right balance between nutritional density and sensory experience. Eventually, the team did “crack it” in terms of nutrition. The new bar packed 20 grams of protein in just 160 calories, a remarkable ratio in the protein-snack category. But one challenge persisted — the taste and texture. The Taste Test That Changed Everything SuperYou’s testing process involves both internal evaluations and external consumer feedback loops. In this case, the brand decided to test the 20g bar with over 100 consumers to gather honest reactions. The results were eye-opening. While the nutritional profile impressed testers, most of them described the texture as “too chewy” and “too similar to typical protein bars.” The verdict was clear — the bar didn’t meet SuperYou’s defining standard of “maad tasty.” For a company whose identity is built around making healthy eating feel indulgent, the taste compromise wasn’t something they were willing to live with. “We did multiple trials, spent months and money, made nearly 10–15 different prototypes. And we actually cracked it… But… we failed at one thing. Making it maad tasty,” Biyani wrote. That single admission encapsulated the brand’s philosophy — success isn’t just about reaching the market first; it’s about reaching it right. When Brand Promise Beats Product Ambition SuperYou’s decision to discontinue the 20g protein bar highlights a fundamental principle in brand building: consistency of experience trumps expansion of product line. For many brands, doubling the protein content would have been an easy marketing win. It could have opened doors to new customers, gym chains, and partnerships in the fitness industry. But for SuperYou, whose entire brand promise revolves around taste, a chewy bar risked alienating its core audience — casual snackers who discovered the brand precisely because it didn’t taste like a typical protein product. “If it’s not maad tasty, it’s not SuperYou,” Biyani concluded in his post. The line has since resonated widely on social media, earning praise for its authenticity and honesty — a refreshing contrast in a market often filled with overhyped product claims. Lessons for D2C and FMCG Brands SuperYou’s move offers several takeaways for brands navigating the competitive Direct-to-Consumer (D2C) and FMCG spaces in India: Stick to the core promise: Whether it’s taste, affordability, or performance, successful brands know when to say no to opportunities that dilute their identity. Listen, but filter feedback: Customer requests are valuable, but not every demand aligns with a brand’s DNA. SuperYou’s restraint is a lesson in strategic prioritization. Transparency builds trust: Biyani’s candid communication didn’t just explain a product decision; it strengthened brand credibility. Consumers appreciate brands that are open about their challenges. Experience over expansion: Scaling a brand doesn’t always mean adding new SKUs. Sometimes, maintaining a consistent experience is more valuable than launching a new product that doesn’t fit. A New Chapter Ahead Despite shelving the 20g bar, SuperYou shows no signs of slowing down. The brand continues to dominate the conversation in India’s functional snacking segment, leveraging digital storytelling, influencer collaborations, and its signature blend of bold design and youthful energy. With India’s protein consumption per capita steadily rising and health consciousness at an all-time high, SuperYou is strategically positioned to evolve further — perhaps by innovating around new textures, plant-based proteins, or limited-edition flavor collabs that maintain its “fun-first” philosophy. Moreover, Biyani’s openness about the failed experiment signals a strong internal culture at SuperYou — one that values learning over ego and authenticity over optics. In an era when many startups rush to launch at the cost of quality, this approach sets a positive precedent. As the brand looks ahead, fans remain confident that whatever SuperYou launches next will stay true to its founding spirit: delicious, joyful, and unashamedly maad tasty.