Fade Fit

What Fade Fit does

Fade Fit is a United Arab Emirates-based direct-to-consumer health-snack brand founded in 2018 by Kris Fade and operated by Fade General Trading LLC from its headquarters at Green Community, Dubai Investment Park. The company formulates and sells a portfolio of approximately 38 stock-keeping units across six product categories: protein bars (21g protein per 55g bar), protein balls (10g per pack), baked lentil protein puffs, date-based energy snacks, kids' snacks, and gummy vitamins. Products are positioned as non-GMO, no-artificial-flavor, preservative-free, and in some cases baked rather than fried, with whey-protein enrichment as the unifying functional claim.\n\nThe business operates on a Shopify-powered e-commerce storefront (fadefit.com) with UAE-wide delivery — next-day in Dubai and coverage across Abu Dhabi, Sharjah, Al Ain, Ajman, RAK, Fujairah, UAQ, and Al Ghadeer — plus a single physical touchpoint at Dubai Duty Free (DXB Terminal 3, Concourse B) for travel retail. Pricing is in AED across unit, bundle, and bulk-box SKUs (Dhs 29.52 to Dhs 300 per box of 20 bars), supported by a Subscribe & Save 20% monthly subscription and a 'Last Chance' collection that discounts near-expiry inventory by up to 50%. The customer base is exclusively consumer, spanning fitness enthusiasts, parents, busy professionals, and wellness-supplement buyers. Co-branded distribution deals with Subway UAE, REEL Cinemas, and Kidzania UAE, plus community initiatives such as the Fade Fit Run Club, serve as the main top-of-funnel acquisition channels. The team is small (7 employees) and no external funding has been disclosed.

Name

Fade Fit

Legal name

Fade General Trading LLC

Website

https://fadefit.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Fade Fit is a UAE-based direct-to-consumer brand selling protein-enriched snack bars, balls, puffs, energy snacks, kids snacks, and gummy vitamins via Shopify e-commerce and Dubai Duty Free, serving fitness-conscious consumers, parents, and busy professionals across the Emirates.

Ownership category

akta.pro rank

Product category

Protein-Enriched Snacks

NAICS

Other Snack Food Manufacturing (311919), Health and Personal Care Retailers (456)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)

akta.pro secondary industry

Health/Protein Snack Bars Manufacturing (AFAKAIAN)

Keywords

• Protein snack bars
• High-protein snacks
• Energy snack bites
• Kids snack products
• Gummy vitamin supplements

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Fade Fit generates revenue through direct-to-consumer online sales of protein bars, protein balls, protein puffs, energy snacks, kids snacks, and vitamins via its e-commerce website. Products are sold in various pack sizes (mini packs, full packs, variety packs, bulk boxes of 20). The company offers a subscription model (Subscribe & Save 20% monthly) for recurring revenue. Products are also sold at Dubai Duty Free for one-time tourist purchases.
2. Direct Product Sales: One-time purchase model for all products. Customers can buy individual items, bundle packs, or bulk boxes. The company also offers bundle-and-save discounts on multi-item purchases.
3. Last Chance / Discounted Products: The 'Last Chance' collection offers products with shorter best-before dates at discounted prices (up to 50% off), providing an additional revenue stream from near-expired inventory while reducing waste.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Fade Fit manufactures and sells protein-enriched snack products—including protein bars, protein balls, protein puffs, energy snacks, kids snacks, and vitamin gummies—directly to UAE consumers through its own Shopify e-commerce store and Dubai Duty Free. The brand emphasizes high-protein formulations (10–21g per serving), clean ingredient lists (non-GMO, no artificial flavors, preservative-free), baked-not-fried processing, and a community-driven brand identity.

Product overview

Fade Fit is a health-focused snack brand offering a portfolio of protein-enriched products across six core categories: Protein Bars (high-protein snack bars in multiple flavors), Protein Balls (protein-powered snack bites in six flavors), Protein Puffs (baked lentil puffs with added protein), Energy Snacks (date-based energy bars in multiple flavors), Kids Snacks (lunchbox-friendly snacks for children), and Vitamins (gummy supplements including multivitamins, Apple Cider Vinegar, Turmeric Ginger, and Vitamin C). The brand also offers a Merchandise line and a Last Chance discounted collection. Products are sold primarily in the UAE market with free delivery on orders of 150AED or more. The company operates as an e-commerce store powered by Shopify.

Differentiator

Problem solved

Functional benefit

Products and services

• Protein Bars High-protein snack bars delivering 21g of protein per 55g bar with 216 calories and 1g of sugar, available in Chocolate Fudge Brownie, Crunchy Peanut Butter, and Salted Caramel flavors for fitness-focused UAE consumers.
• Protein Balls Protein-powered snack bites made with nuts, whey protein powder, and dark chocolate, offered in six flavors (Pistachio, Peanut Butter, Dark Chocolate, Salted Caramel, Hazelnut, Coconut) for fitness and on-the-go consumers.
• Protein Puffs Baked lentil puffs with added whey protein, baked in olive oil rather than fried, offered in Cheese, Sweet Chili, Sea Salt, Jalapeño Cheddar, and BBQ flavors as a healthier snack alternative.
• Energy Snacks Date-based energy snacks made with dates, sugar-free dark chocolate, cocoa, and rice crispy, vegan with no added sugar, offered in Hazelnut, Peanut Butter, and Coconut flavors.
• Kids Snacks Lunchbox-friendly snacks for children made with dates, rice crispy, cocoa, and sugar-free dark chocolate, available in Double Choco Loco, Berry Blast, and Choco Loco varieties for parents seeking healthier alternatives.
• Vitamins Gummy vitamin supplements including Kids Sugar-Free Multivitamin, Vitamin C, Organic Apple Cider Vinegar, and Turmeric Ginger formulations for adults and children seeking daily wellness support.
• Soft Protein Bars New soft-textured protein bars in Cookies & Cream and Peanut Caramel flavors, delivering 16g+ protein per bar with no added sugar, expanding the protein bar line into a softer texture format.
• Merchandise Branded merchandise items including Fade Fit Caps, sold through the official Shopify store as part of the brand's community and lifestyle positioning.
• Last Chance Collection A discounted collection of products with shorter best-before dates sold at up to 50% off, including protein puffs and energy snacks, designed to clear near-expiry inventory and offer value pricing.

Quantifiable outcome

• 21g protein per 55g protein bar
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Kidzania UAEminorGTM or Marketing Partner · 22 July 2026Fade Fit partnered with Kidzania UAE for a summer camp contest at Dubai Mall. One lucky winner received a full week at Dubai Mall Summer Camp. Contest required following both @fadefit and @kidzaniaae Instagram accounts and tagging a parent. Cross-promotional marketing partnership targeting families in the UAE.
• Dubai Duty FreecoreChannel Partner/ Reseller/ Distributor · 18 July 2026Fade Fit products (Protein Bars) are now available at Dubai Duty Free, DXB Terminal 3, Concourse B. Strategic retail partnership for travel retail distribution targeting passengers departing Dubai International Airport, one of the world's busiest airports.
• REEL CinemasminorStrategic or Co-development Partner · 7 May 2026Fade Fit collaborated with REEL Cinemas to launch a limited edition Pistachio Protein Ball Popcorn, exclusively available at REEL Cinemas throughout May 2026. This was a co-branded product exclusive to the cinema chain, combining Fade Fit's protein snacks with movie theater snacks.
• SubwayminorGTM or Marketing Partner · 29 January 2026Fade Fit partnered with Subway UAE to create a high-protein lunch combo. The collaboration combined Subway's high-protein wraps with Fade Fit's protein snacks, delivering over 40g of protein for AED 30. Available as grab-and-go meal option targeting busy consumers.
• 1 Billion Followers SummitminorGTM or Marketing Partner · 8 January 2026Fade Fit participated as an exhibitor/sponsor at the 1 Billion Followers Summit held January 9-11, 2026 at Museum of the Future, Emirates Towers, DIFC. The summit brought together top content creators, influencers, and social media leaders. Fade Fit engaged with the creator economy community.
• Dubai Sports WorldminorGTM or Marketing Partner · 13 November 2025Fade Fit hosted a basketball showdown event at Dubai Sports World, pitting Team Fade Fit against Rannvijay's basketball squad. The event featured Indian actor/TV personality Rannvijay Singh and served as brand activation at the indoor sports venue, building community engagement and brand awareness.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• PhD Nutrition: UK sports nutrition brand with protein bars and diet-snack lines. Comparable to Fade Fit on functional snack positioning and fitness-consumer targeting.
• Protein World: UK-based sports nutrition and protein snack brand with notable MENA and UK retail presence. Comparable to Fade Fit on protein bars, slimmers' snacks, and active-lifestyle DTC positioning.
• Applied Nutrition: UK sports nutrition brand offering protein bars, snacks, and supplements. Directly comparable on protein-snack SKU structure and DTC-plus-retail GTM motion.
• Body & Fit: Dutch protein nutrition brand (part of Glanbia) with strong MENA distribution and DTC presence. Closely comparable to Fade Fit on protein snack SKUs and active-lifestyle positioning; one of the most relevant regional distribution competitors.
• Quest Nutrition: US protein snack company (part of Simply Good Foods) selling protein bars, cookies, and chips. Comparable product portfolio and better-for-you messaging targeting active-lifestyle consumers.
• Grenade: UK-based protein snack brand known for Carb Killa protein bars and protein spreads. Comparable to Fade Fit's protein bars and balls in target market (fitness-conscious consumers) and better-for-you positioning.
• Barebells: Swedish functional protein bar brand offering high-protein, low-sugar bars (Carb Control, Protein Bar) widely sold in travel retail and DTC. Directly comparable to Fade Fit on product format, functional positioning, and protein-per-bar metrics.

Broad incumbents

• RXBAR: US protein bar brand owned by Mars, Inc., known for clean-label protein bars with dates, egg whites, and nuts. Comparable ingredient philosophy (date-based, clean-label) to Fade Fit's energy and kids snack lines.
• KIND Snacks: Better-for-you snack brand (Mars, Inc.) with nut/dried-fruit bars. Comparable to Fade Fit on better-for-you messaging and travel-retail distribution, but operates at much broader scale.
• Myprotein: Global sports nutrition brand (owned by THG) selling protein powders, bars, and snacks with strong DTC and MENA presence. Comparable on protein-snack category and DTC-first GTM, but broader portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/fade-fit

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

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 Fade Fit