Yu Foodlabs, an India-based maker of chef-crafted instant foods brand Yu, has secured an investment from cricketer Hardik Pandya apart from making the latter its brand ambassador.

The consumer foods brands has also forged a long-term association with Hardik Pandya for promoting in India and overseas.

Yu Foodlabs, which was established by Bharat Bhalla and Varun Kapur, is engaged in creating healthier packaged food by offering consumers simple meals made with all natural ingredients and no preservatives.

Bharat Bhalla and Varun Kapur said: “We are excited to partner with Hardik in our endeavour to build a disruptive consumer brand in the instant food category. Hardik is a youth icon, and as the face of Yu, he will help drive awareness among consumers enabling a switch in consumption patterns from currently available products that contain chemicals and preservatives.

“Hardik Pandya’s passion for health and wellness aligns perfectly with our brand’s core values and mission. We are confident that Hardik’s association will allow Yu to significantly scale its business across all channels and target groups.”

The Yu brand is available in 14 stock-keeping units (SKUs) that span the pasta, cup noodles, hakka noodles, oats as well as halwa categories that can be prepared in five minutes of boiling water.

The brand, which is a homegrown one, recently concluded its Series A funding round, which was led by Ashish Kacholia and the Asian Paints Family.

Yu will unveil its first campaign to promote its brand in the ongoing IPL 2023 season. This campaign is led by Indian cricket team all-rounder Hardik Pandya.

Hardik Pandya said: “What Bharat and Varun have done at Yu is truly exceptional! To make packaged foods without any chemicals or preservatives that still taste as good as fresh is remarkable. Yu is a highly purpose driven brand that is bringing a revolution in the packaged food space through its diversified product categories.

“I am extremely pleased to associate with Yu and spread awareness around its wholesome and nutritious easy meals that are healthy as well. Proud to be part of this 100% Homegrown Brand – MAKE In INDIA for the World!”

The brand claims to provide healthy easy meals that are 100% natural but also preserve their flavor, aroma, and nutritional value even after being packaged.

Yu has successfully accessed various distribution channels, such as offline retail stores with 4,000plus stores as well as online and over 100 campus for institutional use and exports in South Africa, Singapore, and the US.

It also counts itself among the newest brands accepted by major airlines SpiceJet as well as Akasa Air. Yu is said to have nearly doubled its revenue over the past six months and is expected to sell nearly two million bowls in Q1-FY24.

Yu Foodlabs has a 24,000 square feet integrated plant in Gurugram. The company has increased its workforce to more than 100 employees, who work in areas like production sales, operations, marketing, and finance.

Having launched ready-to-eat pastas, noodles, and oats in both non-veg and veg versions along with halwa, the company recently moved in the ready-to-cook products with the introduction of Instant 5 minutes Hakka Noodles that include steamed noodles, sauce, vegetables, and chilli oil.

Yu Foodlabs is planning to introduce 8-10 new products in the coming 12 months to enhance its existing range of products.

The Indian instant foods manufacturer is backed by other investors such as Manish Choksi, Indian government’s DPIITs Start Up India Seed Fund, and Capitar.

  Bharat Bhalla, Hardik Pandya, India, Varun Kapur, Yu, Yu Foodlabs