BRND.ME’s peanut butter brand Myfitness has signed a licensing partnership with Warner Bros. Discovery Global Consumer Products (WBDGCP) to use DC characters Batman, Wonder Woman and Superman on products in India. MediaBrief reported the deal on 7 October 2026, and one of the first products under the collaboration is already on sale.
That product is a limited-edition Myfitness x Batman Chocolate Zero Peanut Butter Extra Crunchy, made with roasted peanuts and cocoa. According to the announcement as reported by MediaBrief and Franchise India, it comes in a 510 g pack at an MRP of Rs 369 and is sold exclusively through Myfitness’s direct-to-consumer platform. The brand’s own website lists the limited edition in a single 510 g size at a regular price of Rs 369 and says it was created in collaboration with the DC hero Batman. The announcement says Wonder Woman and Superman products will be announced later and that further initiatives under the partnership will follow in the coming months. No dates were given.
Franchise India’s report of the announcement describes Myfitness as India’s largest peanut butter brand. The reports F&B Today read gave no sales or market share figures to support that description.
Ananth Narayanan, founder and chief executive of BRND.ME, said in the announcement that the brand had always taken a bold and contemporary view of nutrition and lifestyle. According to the announcement, the partnership is meant to create new consumer experiences across selected Myfitness products and touchpoints in India. Franchise India described it as the start of a broader consumer engagement platform for the brand.
What has not been disclosed
Neither company has disclosed the financial terms, including any royalty rate or minimum guarantee, or the length of the licence. There is no information on production volumes for the limited edition, on whether licensed products will move into modern trade, general trade or quick commerce, or on which other Myfitness products may carry the characters. The announcement carried no comment from WBDGCP, and the reports gave no revenue figures for Myfitness. The brand’s website does not name a manufacturer for the product.
Licensing and co-branding in packaged food
License Global’s round-up for the week of 16 October 2026 listed the Myfitness deal alongside a limited-edition Candy Cane Oreo Puffs cereal from Post Consumer Brands, due at US mass grocery and other retailers from November in 10 oz and 16.5 oz sizes.
A brand-to-brand pairing also reached Indian snacks that week. Chheda Specialities Foods introduced an OG Snack Pack that combines its chakli with Ching’s Secret Schezwan Chutney at Rs 75, sold through Blinkit, Swiggy Instamart and Zepto as well as modern and general trade, according to a release published by Food and Beverages Processing.
F&B Today’s reading
- Analysis for brand owners: launching a licensed limited edition only on its own direct-to-consumer platform lets a brand test whether characters lift price, traffic and repeat purchase before taking on retail listing costs. The Rs 369 MRP for 510 g gives rivals a reference point, though the reports do not say how the licensed pack is priced against the standard range.
- Analysis for packaging and co-manufacturing suppliers: licensed limited editions usually mean short runs, artwork approvals with the licensor and fixed launch windows. Converters and co-packers that can turn small runs around quickly are better placed to win this kind of work as more Indian food brands try it.
- Analysis for marketers: putting characters with broad family appeal on a product positioned on nutrition invites scrutiny of how those messages are presented. Brands taking this route should keep nutrition messaging within what their labels and the applicable rules support.
