As food lovers, Rajat and Shashank were always keen to make a mark in the food industry in some big way. Research revealed that there hadn’t been any innovation in the milk flavouring industry in the last twenty years; Rajat and Shashank, however, wanted, to create something that mothers (the prime buyers in the space) would be happy about feeding their growing children. Enter Strawfit Milk flavouring Straws, which were born out of a simple concept – straws make it easier to sip and enjoy our favourite drinks, so why not have a straw that adds extra flavour and nutritional benefits?
Breakfast is the most important meal of the day, and a healthy breakfast for children always includes milk to support growth, strength and energy. Mothers often have a hard time getting children to drink their milk, but with Strawfit, kids will look forward to milk time. Each straw is filled with balls of nutrients (dubbed ‘Pearls of Goodness by the Strawfit team) that transform a plain glass of milk into one of three exciting flavours – Cheerful Chocolate, Bon Vanilla and Strawberry Bliss. The child simply needs to dip the straw into the milk to relish the magic. All of the straws are designed to ensure a smooth flow of milk with evenly distributed flavour, with no shaking or stirring required. They are also individually wrapped for extra hygiene and to properly preserve taste.
Mothers looking to treat their children without compromising on health can rest assured that Strawfit is a good choice. Each straw is enriched with over 30 different vitamins and minerals – more than any other milk flavouring agent on the market. The company offers gift packs and assorted flavour packs so that children can look forward to an exciting new taste every day. Chief among the ingredients is colostrum, which is the first milk that a cow produces after giving birth to her calf. It is rich in nutrients that strengthen immunity in the growing child, including a variety of enzymes, antibodies, proteins, carbohydrates, prebiotic and probiotic nutrients – a precious gift that only a mother can give her young one. All of the flavour balls are made from 100% natural ingredients that are low in sugar, nut-free, gluten-free and preservative-free. Moreover, the straws themselves are made from recycled food-grade plastic that is good for the environment while being safe for the little one. Last but not least, Strawfit straws are easy to carry anywhere and in any climatic conditions, so that children are never far from a delicious and nutritious drink.
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Strawfit has been conceived under the Bourgeon foods LLP label and is India’s first and only patented immunity-boosting milk flavouring straw. The brand mostly relies on social media advertising to promote itself, and its creative ads have done much to keep its offerings in the spotlight. Strawfit has also collaborated with bloggers and influencers online to spread awareness about the benefits. The products are available for order across multiple eCommerce platforms as well as their own website. Strawfit employs the latest technologies and the most stringent quality checks at every stage of the production and delivery process.
Covid-19 posed a challenge to their growth, as it did to businesses of all stripes. And yet, Strawfit pivoted its marketing strategy to highlight its inclusion of colostrum, an essential nutrient for building immunity. With the surge in demand for immunity-boosting products, over one lakh families soon embraced the Strawfit lifestyle with a customer retention rate of about 58% during the lockdown. While it’s largely young children and their mothers who are the target audience, older people have embraced the flavoured milk trend too – about 10% of their clientele comes from the youth. It is positioned as a delicious healthy treat for all ages, be it a toddler ready to be weaned away from the bottle or a senior citizen looking for a treat that’s easy to sip and digest.
It’s an ongoing journey for Rajat and Shashank, and an exciting one. They’re entirely bootstrapped at present, although they plan to approach investors for seed funding, and they’re testing a pilot project to launch offline across major gourmet stores in urban India. They’re in talks with other countries too – and just recently, they delivered their first consignment to Cambodia. What keeps them going is the love from mothers and children who have incorporated Strawfit into a healthy, tasty lifestyle. They dream of revolutionising the way India drinks their daily milk, and they’re committed to chasing that dream with hard work, smart thinking and sincerity.
