Curefit’s new incubator has $5 million to invest

BENGALURU: Healthcare platform Curefit has launched an incubator which would invest $5 million to back healthy food brands under its Eatfit business. The company plans to open its distribution network and customer base to organic food brands as well as help them with R&D. “A lot of innovation is happening in the health packaged food business. However, most of these new brands struggle getting shelf space,” said Ankit Nagori.

“EatFit will be a custom sales channel for these brands, and we will also bring in consumer insights and branding, and R&D capabilities,” he said. The company plans to incubate 10 brands across snacks, beverages, spa food, supplements and meal replacement categories. About 10-15% of EatFit’s revenue comes from packaged foods and juices. Eatfit claims to be clocking 35,000 orders a day, according to Nagori.