Listen up: Radio DJ-owned Fade Fit healthy snack brand enters dairy segment with smoothies, yoghurt and milk

Fade Fit was founded by radio presenter and personality Kris Fade in 2019, selling energy and protein snacks as well as kids’ snacks and multivitamins.

The first dairy products launched was a range of gluten free smoothies and yoghurt tubes in collaboration with dairy company Balade Farms earlier this year.

The ready-to-drink smoothies (225mL/bottle) contain Greek yoghurt and fruit puree while the Yoghurt Tubes are essentially yoghurt that come in smaller and portable packaging (40g/sachet) that can be refrigerated or frozen.

Both products are high in protein, calcium, with no preservatives, no added sugar and contains the probiotic culture BB12.

The company is also set to launch an organic milk range under the brand Oganix soon.

The organic skim and organic full cream milk are long life milk, and the company is exploring the idea of a fresh milk series, although temperature control would have to be taken into consideration.

This aggressive product portfolio expansion is part of the firm’s mission to become a globally-recognised health and wellness brand.

Do better​

According to Fade, he established the company after he was unable to find healthy yet affordable snacks for his children. “I could buy them healthy snacks but they cost so much, or I had to buy the sugary, preservative loaded snacks which were super cheap​.”

Back then, Fade was also obese, suffering from borderline diabetes and mental health issues, but working out and managing his diet helped transform his lifestyle.

Fade said it was a major formulation challenge to create a healthy snack that people would want to continue to eat.

“We will never claim to be the healthiest product on the shel,f but we are definitely one of the healthier options. We want people to understand that a healthier option is there, and it still tastes great​.”

The brand is focused on building a community through its engagement on Facebook, as well as partnerships.

Fade Fit is affiliated with different organisations such as Champs Sports Club UAE which has football, basketball and fitness facilities, as well as its own Tennis Academy.

“We're all about getting people moving, we're all about getting people educated on why it's so important to not only exercise, but also to watch what you consume​.

“I don't care if you don't buy Fade Fit. But I want you to understand what you're consuming and what you're putting in your mouth​.”

With flavours such as peanut butter, coconut, hazelnut, fruit and nut, the company has captured UAE’s consumers taste buds.

According to Fade, sales increased 14% last year amid the COVID-19 pandemic. On top of that, the brand had scheduled product launches in May 2020, but had to postponed it to January 2021.

“It’s difficult to maintain sales when you’re in a COVID-19 era, especially for the healthy snacks category, where we heard the category dropped by close to 20% throughout last year​.”

He attributed sales to the new energy snack line made from ingredients including peanuts, dates, and rice crispy.

Market expansion​

Fade Fit operates out of UAE, selling through its online store as well as supermarket chains such as Carrefour, Spinneys and LuLu.

Products are also available on online sites like Kibsons, Deliveroo, and Talabat, as well as Starbucks stores in the UAE.

The brand is beginning to expand regionally first, then globally.

“We have just signed a distribution deal to stock our products in Starbucks and other outlets in Saudi Arabia.​.”  

It is also eyeing Kuwait, Oman and other GCC countries.

Fade Fit recently signed a deal for South Africa, and are in early discussions to enter Australia.

“We're finding that other countries around the world are also missing out on what we're trying to create which is healthier, more affordable snacks for all ages​.”

All products are manufactured in UAE, through its contract manufacturer, Notions Group.

The products are halal certified, and most are also vegan and keto-friendly.