Healthy snacking startup Twirtles has entered the functional foods space with the launch of Superpuffs, a new line it is positioning as India’s first protein chips fortified with essential vitamins and minerals. The product was unveiled at a formal industry event attended by retail partners, food entrepreneurs and health sector stakeholders, signalling the brand’s push beyond conventional snack formats into nutrition-led offerings.
The launch was marked by Padma Shri awardee Dr Arvind Lal, Executive Chairman of Dr Lal PathLabs, who inaugurated the product at the event. The presence of diagnostics and nutrition leaders highlighted Twirtles’ intent to anchor the new range in science-backed formulation rather than lifestyle marketing alone.
Superpuffs has been developed to address a widening gap in everyday snacking, where taste-forward products dominate shelves but nutritional value remains limited. Each variant is fortified with a tailored blend of vitamins and minerals, alongside higher protein content, to help tackle common micronutrient shortfalls observed in urban diets. The company said it has focused on keeping ingredient lists simple and transparent, as clean label preferences gain ground among label-reading consumers.
According to Twirtles, the product is the result of an extended in-house research and development process involving multiple formulation trials to stabilise protein levels and micronutrients without compromising texture or flavour. Achieving this balance in puffed snacks has traditionally been difficult due to processing constraints and taste fatigue associated with fortified products.
Co founders Arjun Veer Singh and Pawanjot Singh said the brand is building Superpuffs as a long-term category bet rather than a limited innovation drop. Twirtles currently sells chips and makhana-based snacks and sees protein chips as a natural extension of its everyday snacking portfolio.
Industry observers note that protein chips remain a small but emerging segment in India, often limited by premium pricing and narrow flavour choices. Twirtles plans to roll out Superpuffs across key metros through modern trade and online platforms in the coming months, as it looks to scale distribution and expand into adjacent healthy snacking categories.
