Indian successful startup story, today we are going to talk about “The Whole Truth”.
The company sells healthy packaged foods, from chocolates and energy bars to dark chocolates, nut butter, and muesli.
“We are a 100% clean label—food so clean we can declare each and every ingredient, proudly, on the front of the pack,” Mehta says. Offering “100% clean-label” options.
Website
Shashank Mehta
Education
Guru Gobind Singh Indraprastha University
B.Tech, I.T.
2003 – 2007
Indian Institute of Management, Lucknow
PGDM, Marketing/Marketing Management, General
2007 – 2009
Experience
Beginning of the story
- When Shashank Mehta was in school, he had a lot of weight. He tried to lose it, and he did for a while, but then his weight went up again. This happened 3 or 4 times. Shashank wanted to know why this kept happening. He learned it was about food and the life cycle. Started as a Blog: https://fitshit.in/blog/
- When we talk about packaged food, it needs a long shelf life so it can be available everywhere. It is made in one place and sent far away, taking some time to get there. It is also sold in large amounts.
- This is where the use of preservatives starts, which can preserve food for a long time. Some preservatives are very harmful for our body and for this reason, packaged foods are losing their trust in the direction of healthy food.
- If we talk about production, there is no need to compromise on quality, that is why they have kept all their production work in-house.
- The owners of The Whole Truth prefer to call this brand Truth Plant rather than Food Brand. Almost all of their sales are online but along with this they are also focusing on offline.
- This is the simple philosophy with which we make our products. We believe simple, homely ingredients, minimally processed, are the secret to nutritious, tasty food. So we take premium dry fruits
Product Category
Protein Powder
Protein Bars Pro
Badaaaam Chocolate
Protein Bars
Dark Chocolate
Nut Butters
Milk Chocolate
Muesli
Mini Protein Bars
Energy Bars
Merchandise
peanut cocoa
The company makes protein bars in different flavours: peanut butter, coffee cocoa, peanut cocoa, orange cocoa, double cocoa, coconut cocoa, cranberry.
They also offer immunity balls in two types: anti-oxidation and anti-inflammation.
Ingredients
Sweetened with monk fruit
Turmeric
Ginger
Cocoa Powder
Cocoa Butter
Dates
Nuts
Star anise
Black pepper
Cranberries
Competitors
Yogabar
Epigamia
Lo! Foods
Monsoon Harvest
Eat Anytime
Open Secret
Speciality
Investors
- Matrix Partners India
- Peak XV Partners
- Trifecta Capital
- Sauce.vc
- Jaydeep Barman
- Ankush Gera
- Nithin Kamath
- Sriharsha Majety
- Sequoia Capital India
Competitor Rank
3rd out of 69 competitors with a Tracxn Score of 58/100. (The Tracxn score is a unique rating that compares a company’s performance to others. It’s made up of four parts: Size Score, Execution Score, Growth Score, and Team Score.)
Conclusion
- Shashank Mehta, reveals how the company creates new products. The process starts by identifying categories where “big food” brands have been misleading consumers, and where The Whole Truth can create a “100% clean” product that still tastes good.
- We at The Whole Truth Foods are trying. Making 100% clean protein. But you (the consumer) needs to help yourself too. Learn to read labels. Check the amino acid profile. And please, in this one category, don’t go for cheap. You might pay 10X the difference as medical bills later.
- 5-6 ingredients are, literally, the only things that go into these bars. Anything else, is a strict no.
- no added sugar
- no sugar alcohols
- no artificial sweeteners
- no preservatives
- no added colour
- no added flavour
- no gluten. no soy.
- no false claims
- no half truths
- no * marks