What Alpino does

Alpino Health Foods Pvt. Ltd. is an India-based, privately-held direct-to-consumer food company headquartered in Surat that processes and distributes peanut-centric health foods under the Alpino brand. Founded in 2016 by six co-founders and pivoted from an earlier export entity (Estrella Overseas), the company has scaled to 70+ peanut-based SKUs spanning peanut butter (natural, chocolate, and high-protein variants in smooth and crunch), high-protein oats, Supernatural plant-based peanut protein powder, muesli, corn flakes, and protein bars, plus accessory items. Product technology centers on clean-label formulation with zero added sugar, no palm oil, no artificial additives, and 25–30g of protein per 100g, sourced from premium Junagadh peanuts and — for the Supernatural line — co-formulated in the Netherlands.

The business operates a multi-channel GTM motion: owned e-commerce (alpino.store, the primary storefront), major Indian marketplaces, an offline distributor/super-stockist network serving nutrition stores and FMCG retailers, and an export channel reaching 15+ countries through the Alpino Global initiative. Revenue is generated via unit-pricing on SKUs (₹149 trial packs to ₹2,399 1kg protein powder), bulk and combo pricing, B2B wholesale, a ₹499/year Premium Membership subscription with ₹4,999 stated benefit value, and a Shopify-based e-commerce platform. Customer segments are mass-market: health-conscious Indian consumers, urban millennial/Gen-Z digital natives, fitness enthusiasts and athletes, vegetarian/plant-based consumers seeking dairy alternatives, and offline retailers/distributors.

By 2024 the company reported ₹25 crores (~$3M USD) in annual revenue, 60+ employees, 7.7M+ households served, and a 10M+ member community, with two funding rounds totaling ~$1.8M USD across 2022–2024. Strategic brand-building is anchored by Shark Tank India Season 1 (end of 2021), the Mann Ki Baat recognition (2023), and the September 2024 onboarding of Shilpa Shetty as both brand ambassador and key investor. The company has executed a major turnaround from a February 2023 warehouse fire that caused a 90% sales drop, relaunching as Alpino 2.0 within six months.

Name

Alpino

Legal name

Alpino Health Foods Pvt. Ltd.

Website

https://alpino.store

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Alpino Health Foods is an India-based D2C food company that processes and distributes 70+ peanut-based products — peanut butter, oats, muesli, corn flakes, protein bars, and plant-based peanut protein powder — to health-conscious Indian consumers via its own e-commerce store, marketplaces, and a growing offline distributor and international export network.

Ownership category

akta.pro rank

Product category

Nut Butters & Health Foods

NAICS

Roasted Nuts and Peanut Butter Manufacturing (311911), Other Snack Food Manufacturing (311919), Breakfast Cereal Manufacturing (31123)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)

akta.pro primary industry

Functional Snacks & Bars Manufacturing (High-Protein, High-Fiber, Probiotic Snacks) (AFAKAJAG)

akta.pro secondary industries

Health/Protein Snack Bars Manufacturing (AFAKAIAN), Gluten-Free & Specialty Grain-Based Foods Manufacturing (GF pasta/cereals, ancient grains) (AFAKABAK), Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG), Specialty & Functional Packaged Foods (Gluten-Free, Keto, Organic, Medical/Allergen-Friendly) (CRADAAAI)

Keywords

• Peanut butter products
• Health food snacks
• High protein breakfast
• Plant-based protein powder
• Clean-label nutrition

Headquarters

HQ city

Surat

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer Product Sales: Primary revenue stream through alpino.store e-commerce platform selling peanut butters, oats, protein powders, muesli, corn flakes, and protein bars directly to consumers. Range of sizes from trial packs (36-40g) to bulk (2-2.5kg) with per-unit pricing.
2. Premium Membership Subscription: Annual membership at ₹499/year offering free products (₹499 value sipper + 3 protein samples), discount coupons (₹200 off x3, 20% flat off), free gym bag, ₹1000 cashback on 6th order, WhatsApp premium community access, and free express shipping. Total benefit value up to ₹4,999.
3. Wholesale/Distribution Sales: Bulk orders to distributors, nutrition stores, FMCG stores, and super stockiests for offline retail presence across India.
4. Revenue-Based Financing: Pre-seed financing via Klub platform providing revenue-based financing from patron investors, distinct from equity funding rounds.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Alpino manufactures and sells peanut-based health food products directly to consumers, including peanut butter (Natural, Chocolate, High Protein variants in Smooth and Crunch), high-protein oats, plant-based protein powders, muesli, corn flakes, and protein bars. The portfolio is anchored in clean-label formulations with zero added sugar, no palm oil, no artificial additives, and 26-30g of protein per 100g. The company positions itself as the world's only focused peanut product company with over 70 SKUs sold through its own D2C website, marketplaces, offline retail, and international exports.

Product overview

Alpino is a D2C health food brand specializing in peanut-based products, positioning itself as 'the world's only peanut product company.' The portfolio centers on Peanut Butter (Natural, Chocolate, High Protein variants in Smooth and Crunch), complemented by High Protein Oats (Super Oats), Supernatural Peanut Protein Powders (Thandai Fusion, Cold Coffee, Dark Chocolate), Super Muesli, Protein-Rich Corn Flakes, and Super Bars. Accessories and combo packs round out the offering. The company operates a tiered membership program (Premium Membership at ₹499/year) and sells through its Shopify e-commerce platform with reported annual revenue exceeding ₹25 crore as of 2024.

Differentiator

Problem solved

Functional benefit

Brands

• Alpino Premium: A premium membership program offering Rs.4,999+ worth of annual benefits including free products, discount coupons, WhatsApp community access, and free shipping for Rs.499/year.
• Alpino 2.0
• Supernatural

Products and services

• Peanut Butter (Natural, Chocolate, High Protein variants — Smooth and Crunch) Alpino's flagship clean-label peanut butter range available in Natural (30g protein/100g), Chocolate (26g protein/100g) and High Protein Dark Chocolate Crisp (30g protein/100g) variants, each offered in Smooth and Crunch textures. Zero added sugar, no palm oil, no preservatives; sized from 400g to 2kg for retail consumers.
• Alpino Super Oats (High Protein Rolled Oats) High-protein rolled oats made with Australian oats, nuts, seeds and jaggery, delivering 24-27g protein per 100g with 56% whole grain nuts and seeds. Available in Chocolate, Dark Chocolate, Classic Coffee and Unsweetened variants in 400g, 1kg, 2kg and 2.5kg packs.
• Supernatural Peanut Protein Powder Plant-based peanut protein isolate powder formulated in the Netherlands with a complete amino acid profile and easy digestion. Available in Thandai Fusion, Cold Coffee (described as the world's first cold coffee peanut protein powder) and Dark Chocolate flavors, delivered in 1kg packs with optional shaker.
• Alpino Super Muesli High-protein muesli available in Chocolate, Fruit Nuts & Seeds (Berry Crunch), Nut Delight and Millet varieties with 24g protein per 100g, multigrain blend, and sweetened with jaggery.
• Alpino Super Corn Flakes Chocolate Chocolate-flavored protein-rich corn flakes with 13g protein per 100g, 8.5g dietary fiber, 8+ vitamins, zero cholesterol and zero trans fat. Available in 750g (Rs. 299) and 1.5kg (Rs. 579) packs.
• Alpino Super Bars (Protein Bars) 40g protein bars available in Chocolate and Cookies N Cream flavors, positioned as a convenient on-the-go high-protein snack.
• Alpino Premium Membership Annual subscription program at Rs. 499/year offering benefits worth up to Rs. 4,999, including a free sipper, three protein sample sachets, three Rs. 200 discount coupons, a 20% flat-off coupon, a free gym bag, Rs. 1,000 cashback on the 6th order, WhatsApp Premium Community access, early sale access and free express shipping.

Quantifiable outcome

• 73% of Indians below recommended protein intake - Alpino addresses this massive market gap with accessible protein-rich foods
• +4 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and flagship.

• The Great KhalicoreGTM or Marketing Partner · 1 January 2023Professional wrestler The Great Khali 'kidnapped' Alpino's CEO in a quirky marketing campaign creating massive buzz and popularity boost in 2023. Unconventional celebrity partnership drove significant social media attention.
• Mukesh Gehlot (Guruji)coreGTM or Marketing Partner · 1 January 2023Fitness influencer and gym trainer Mukesh 'Guruji' Gehlot recognized and recommended Alpino products. Endorsement featured on product pages as social proof for quality and effectiveness.
• Shark Tank IndiaflagshipGTM or Marketing Partner · 1 January 2021Featured on Shark Tank India Season 1 (aired end of 2021). Got deal from all sharks led by Namita Thapar. This national TV appearance created household name status and led to skyrocketing sales establishing Alpino as a household name among health-conscious consumers.
• KL RahulcoreGTM or Marketing Partner · 1 January 2020Indian cricketer KL Rahul partnered with Alpino in 2020 during COVID-19 recovery period to boost digital presence. Fitness influencer recognition helped Alpino bounce back from pandemic impact.
• Gaurav TanejacoreGTM or Marketing Partner · 1 January 2020Fitness influencer Gaurav Taneja recognized and appreciated Alpino's mission and product taste during 2020, contributing to digital growth and brand awareness among fitness-conscious consumers.
• Junaid (Fitness Influencer)coreGTM or Marketing Partner · 1 January 2020Fitness influencer Junaid promoted Alpino products during 2020 digital expansion period, helping establish brand credibility among gym-goers and fitness enthusiasts.
• Netherlands Formulation LabcoreTechnology or IntegrationSupernatural Peanut Protein powder scientifically formulated in the Netherlands to support muscle synthesis and recovery with complete amino acid profile, comparable to high-quality protein sources.

Scale indicators12 records

Recent moves7 records

Expansion highlights7 records

Emerging players

• Bold Care: Bold Care is an Indian D2C wellness brand expanding into broader nutrition (including peanut butter and protein products) using celebrity-backed, digital-first marketing. Comparable as a Shark Tank India alumni D2C brand with similar celebrity-investor playbook and India-wide e-commerce distribution.

Direct peers

• Yoga Bar: Yoga Bar is an Indian D2C brand selling high-protein breakfast products including muesli, protein bars, oats, and nut butters. Directly comparable on high-protein breakfast/snacking positioning, Indian D2C GTM, and clean-label formulation approach.
• Pintola: Pintola is one of India's largest peanut butter brands offering natural and flavored peanut butters, almond butter, and protein products through D2C and marketplace channels. Directly competes with Alpino on the flagship peanut butter SKU, pricing, and the Indian health-conscious D2C consumer.
• The Whole Truth: The Whole Truth is an Indian clean-label CPG brand selling protein bars, nut butters, muesli, and snacks with strict 'no hidden ingredients' positioning. Directly comparable on clean-label messaging, no-added-sugar/no-preservative formulations, and Indian D2C distribution model.
• MuscleBlaze (TrueBasics / HealthKart): MuscleBlaze and sister brand TrueBasics sell high-protein supplements, peanut butter, and breakfast products to Indian fitness consumers. Directly comparable on Indian protein-deficient consumer targeting, premium high-protein positioning, and gym/fitness influencer GTM.
• Oziva: Oziva is an Indian plant-based nutrition brand selling protein powders, smoothies, and clean-label nutrition products. Directly comparable on plant-based protein positioning, Indian D2C distribution, and healthy-lifestyle consumer targeting.
• True Elements: True Elements is an Indian D2C healthy-snacks brand offering granola, muesli, seeds, peanut butter, and high-protein breakfast products. Directly comparable on healthy breakfast/snacking portfolio, Indian D2C e-commerce model, and clean-label positioning.
• Plix: Plix is an Indian plant-based nutrition and wellness brand offering protein powders, effervescent tablets, and snack bars. Comparable on plant-based protein positioning, Indian D2C distribution, and digital-first celebrity/influencer marketing motion.
• As-It-Is Nutrition: As-It-Is Nutrition sells whey/plant protein powders, peanut butter, and mass-gainer products targeting Indian fitness consumers. Comparable on protein-supplement/breakfast portfolio, Indian D2C and marketplace distribution, and high-protein-per-serving value proposition.

Regional players

• Justin's: Justin's is a US-based nut butter and snack brand owned by Hormel Foods, selling premium peanut butter and almond butter pouches globally. Comparable on peanut butter–centric product positioning and clean-ingredient formulation, but primarily competes in the US/Canada market rather than India.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Alpino
• Instagraminstagram.com/alpino
• Xx.com/AlpinoHFoods
• Facebookfacebook.com/alpinohealthfoods
• LinkedInlinkedin.com/company/alpinohealthfoods

Compliance74 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds3 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alpino