The former Indian cricketer, Yuvraj Singh, in association with Gurugram-based consumer services brand Alfinity Studios, has launched Twiddles, a brand offering guilt-free, healthy snacks for health-conscious consumers.
Twiddles strives to address a growing market need for snacks that are both nutritious and tasty, providing an appropriate snacking experience without sacrificing taste.
Twiddles was established on Yuvraj’s enthusiasm for food and fitness, which stems from his years as an elite athlete who appreciates the need of a balanced diet. The brand embodies his transition from World Cup hero to entrepreneur, blending his own devotion to a conscious lifestyle with a goal to provide healthier snack alternatives to a diverse variety of customers.
On the development, Yuvraj Singh said, “I believe indulgence and health can go hand in hand. As an athlete, I understand the value of balanced nutrition, and with Twiddles, we’re filling a gap in the market by offering snacks that blend rich taste with nutritional benefits. This brand supports a mindful approach to eating, without sacrificing on flavour or convenience.” He adds, “Healthy or unhealthy, we all eat across the spectrum. Twiddles is here to support that balance with options that fit into any lifestyle.”
The company’s debut product line comprises almond, walnut, and cashew chocolate spreads that are loaded with up to 70% nuts and seeds, preservative-free, have 70% less sugar, and are palm oil-free. Twiddles will also provide snackable bits sweetened naturally with dates, which provide quick energy in handy, portable packaging.
Twiddles was jointly developed with Alfinity Studios, a one-of-a-kind venture studio that works with prominent individuals and influencers to create purpose-driven, consumer-facing brands. It incorporates Yuvraj’s vision for a balanced snacking experience with Alfinity’s knowledge in developing lifestyle-driven brands.
Kumar Gaurav, Co-Founder of Alfinity Studios, commented, “Working with Yuvraj on Twiddles has been an incredibly exciting journey. His passion for balanced indulgence is truly inspiring, and we’re proud to bring his vision to life through a brand that is not just about taste but a lifestyle shift. Together, we’re creating a product line that bridges the gap between indulgence and wellness, catering to the needs of conscious consumers who demand both quality and innovation.”
Twiddles will first be sold in India through e-commerce, fast commerce, and retail channels. The brand is also in talks with renowned partners for co-branding agreements to broaden its reach. Furthermore, Twiddles intends to take the brand worldwide within six months, with the goal of redefining snacking on a global scale by offering quality, innovation, and purpose in each mouthful.
Twiddles hopes that with this introduction, it will be able to reinvent the snacking scene by providing customers with a wiser, healthier option for enjoyment while maintaining the spirit of balance and wellbeing. Yuvraj Singh’s entry into the food and beverage industry signals the start of an exciting new chapter in which his ideals and dedication to healthy living are reflected in every product the company offers.