Cricket legend Yuvraj Singh has entered the premium snacking market with his new startup, Twiddles. Launched just three months ago, Twiddles is already gaining momentum in India’s growing health-focused snack segment. The brand aims to generate Rs 125 crore ($15 million) in annual recurring revenue (ARR) by the next financial year, with a strong focus on high-protein, clean-label products.
In a short span, Twiddles has attracted thousands of customers and is on track to achieve Rs 2 crore in monthly recurring revenue (MRR) in the coming quarter. The startup has already sold 10,000 jars of its popular Almond Crumble Chocolate Spread and over 50,000 energy bites through online platforms. Twiddles also reports an 8% website conversion rate, much higher than the industry average, with 13% of buyers making repeat purchases.
Yuvraj Singh’s Vision for Mindful Snacking
Yuvraj Singh, who is known for his dedication to fitness and well-being, emphasizes balance in both life and eating habits. “Twiddles represents my philosophy of balancing indulgence with health. It’s okay to indulge occasionally, as long as it’s done mindfully,” he said. This message of “mindful indulgence” forms the core of Twiddles’ brand identity.
India’s snacking industry is rapidly evolving, with more consumers seeking healthier alternatives. According to Twiddles, over 68% of Indian snackers now prefer protein-rich and clean-label products. This shift is creating new opportunities in the premium snacking market, which is expected to grow from Rs 42,000 crore ($5 billion) in 2023 to Rs 95,000 crore ($11.5 billion) by 2032.
Twiddles aims to meet this demand with a diverse range of high-protein snacks, including peanut butter, energy bites, and savory protein snacks. Each product is made from premium ingredients to deliver both taste and nutrition.
Celebrity Factor and Growth Strategy
As a co-founder, Yuvraj Singh lends credibility to Twiddles, leveraging his celebrity status to build trust with fitness-conscious consumers. Rishi Dewan, co-founder of Alfinity Studios, highlights this advantage: “With Yuvraj Singh on board, we’re combining innovation, credibility, and deep consumer insights to create a brand that connects with modern snackers.”
To sustain its rapid growth, Twiddles plans to expand its product portfolio, collaborate with influencers, and strengthen its presence through an omnichannel strategy that includes both online and offline sales.
