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BRND.ME’s MYFITNESS, India’s largest peanut butter brand, announced a licensing partnership with Warner Bros. Discovery Global Consumer Products (WBDGCP) in India. The association features iconic DC Superheroes Batman, Wonder Woman and Superman.
The partnership marks a significant brand-building milestone for MYFITNESS. It brings together the brand’s contemporary nutrition proposition with the cultural reach and enduring fandom of the DC universe. Through the association, MYFITNESS will create new consumer experiences across select offerings and touchpoints in India.
MYFITNESS has built a distinctive identity around nutrition, energy and contemporary lifestyle. Batman, Wonder Woman and Superman bring strong individual identities of their own, shaped by purpose, aspiration and enduring cultural relevance. The association creates a natural platform for MYFITNESS to express its bold, modern character through some of the most recognised icons in popular culture.
As part of the partnership, MYFITNESS has introduced the limited-edition MYFITNESS x Batman Chocolate Zero Peanut Butter Extra Crunchy. The 510 g variant combines roasted peanuts and cocoa with an extra-crunchy texture. It offers 27% protein, zero added sugar and 13 g of dietary fibre per 100 g and is priced at an MRP of INR 369.
The Batman offering is one of the first expressions of the collaboration. Further details around Wonder Woman and Superman-led offerings will be announced subsequently.
The association also reflects the growing role of entertainment IP in shaping consumer experiences across everyday categories. For MYFITNESS, the opportunity lies in bringing a new layer of expression and discovery to nutrition. The partnership enables the brand to engage consumers not only through product benefits, but also through the cultural worlds and characters they connect with.
For BRND.ME, the collaboration reflects its approach to building consumer brands through strong product propositions, differentiated identities and culturally relevant partnerships. The association gives MYFITNESS a wider platform to deepen consumer engagement while strengthening its position as a contemporary, lifestyle-led nutrition brand.
Ananth Narayanan, Founder & CEO, BRND.ME, said, “MYFITNESS has always had a bold and contemporary point of view on nutrition and lifestyle. The DC universe shares that sense of distinctiveness. Batman, Wonder Woman and Superman are cultural icons with relevance across generations. This partnership gives us an exciting platform to bring these worlds together in a way that is aspirational, engaging and unmistakably MYFITNESS.”
He added, “The MYFITNESS x Batman offering is one of the first expressions of the association. We are excited about the possibilities ahead and the experiences we can create for consumers through this partnership.”
The MYFITNESS x Batman Chocolate Zero Peanut Butter Extra Crunchy is currently available through MYFITNESS’ direct-to-consumer platform. The MYFITNESS x Batman Chocolate Zero Peanut Butter Extra Crunchy is currently available exclusively through MYFITNESS’ direct-to-consumer platform.
The association marks the beginning of a broader consumer engagement platform for MYFITNESS, with further initiatives under the partnership to be announced in the coming months.
