SuperYou co-founder on discontinuing 20g protein bar: 'We tried, but we failed'

SuperYou, a protein wafer brand co-founded by Ranveer Singh and Nikunj Biyani, recently discontinued its 20g protein bar due to texture issues. Despite creating 10-15 prototypes, Nikunj Biyani admitted that the bar wasn't ‘maad tasty’ enough, with over 100 people describing it as too chewy and similar to regular protein bars, scoring it 6.5/10.

In a post on LinkedIn, he shared his experience, writing, “We tried… but we failed.”

“We’d gotten countless requests to make a 20g protein bar in SuperYou — so we decided to come up with something innovative and disruptive. 20g of protein in just 160 calories. Sounds crazy, right? But… we failed at one thing. Making it maad tasty,” he added.

Biyani emphasised that taste is a top priority for SuperYou, and if the product doesn't meet their standards, it's not worth releasing. “So, we decided to kill the idea. Because if it’s not maad tasty, it’s not SuperYou! Would you eat a 6.5/10 tasting bar for the best macros ever, or do you think it would fail the moment it hit shelves?” he added.

About SuperYou

SuperYou is an Indian protein snacks brand founded by Nikunj Biyani and Ranveer Singh that uses bio-fermentation to create a high-quality, easily digestible protein source. The brand's mission is to make protein accessible and enjoyable through products like protein wafers, baked chips, and protein supplements.

With a focus on clean, protein-rich snacks, their products are free from added sugar and palm oil, aiming to be part of a healthier lifestyle for everyone.

How SuperYou started

Biyani, who previously worked in the FMCG (Fast-Moving Consumer Goods) division of the Future Group, connected with Singh over a shared passion for fitness and basketball. With Biyani’s experience in FMCG and Singh’s expertise in content and marketing, their shared vision led to the creation of SuperYou.

The brand was launched in November 2022 with just a single product: protein wafers.

“We didn’t want to be just another supplement brand. Our goal is to make protein consumption effortless for everyone,” Biyani was quoted as saying in a report in the Financial Express.

Ranveer is more than the face of the brand

According to a report by the Indian Express, SuperYou is eyeing ₹ 500 crore revenue within the next three to five years. Biyani, in a recent interaction with Business World, spoke about Ranveer’s involvement with the brand. Sharing that the new products of the brand first go through taste tests by his family, Biyani added that Ranvir is "not just the face, he is a real partner. He brings storytelling, creativity, and a sharp consumer lens."

Here are some other examples of products that were junked despite success in the key metric:

Juicero: Juicero, a Silicon Valley juicer startup, launched a $400 Wi-Fi-enabled juicer that used pre-chopped fruits and vegetables. Despite receiving $120 million from investors, it was revealed that customers could simply squeeze the packets by hand, making the expensive device redundant. The company shut down within 16 months after its launch in 2016.

Quirky: Founded in 2009 by Ben Kaufman, Quirky was a community-based platform where inventors could submit product ideas that were then voted on by the community, designed, manufactured, and sold by the company. The startup shut down in 2015 after filing for bankruptcy. Later in 2017, Quirky returned with new owners and a new business model.Read about our editorial guidelines and ethics policy