In a major move that blends star power with mindful snacking, Yuvraj Singh-backed Twiddles has teamed up with Barista Coffee to launch a new lineup of co-branded snacks across the café chain’s 470+ locations throughout India.
This isn’t just another product on the shelf — it’s a carefully curated menu of multigrain bars, bite-sized energy boosters, and crunchy nut mixes, designed specifically to pair with Barista’s coffee menu. The partnership signals a big shift in what café snacking can look like — less processed, more purposeful, and still indulgent.
Cricketer and co-founder Yuvraj Singh shared his excitement: “Snacks are part of our everyday life, but they don’t have to be boring or bad for you. With Twiddles, we wanted to flip that idea. Now, teaming up with Barista, we’re bringing that philosophy to the table—literally—with options that taste great and feel good.”
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The new snack range is the result of several months of joint research between Twiddles and Barista’s product teams. The goal was to create snacks that are clean-label—free from artificial additives—and satisfying enough to become part of a daily coffee ritual.
Barista Coffee’s CEO, Rajat Agrawal, sees this as more than a menu upgrade: “Barista has always aimed to deliver more than just coffee. This collaboration with Twiddles reflects our commitment to offering experiences that align with the changing lifestyle of our customers. With someone like Yuvraj Singh behind the brand, we knew this was a great fit.”
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Twiddles, which launched with a mission to make clean snacking more mainstream, is now expanding quickly. And Barista, with its widespread footprint and loyal customer base, offers the perfect launchpad. Whether it’s a morning espresso or an evening meeting, the next time you walk into a Barista, there’s a good chance a Twiddles snack will be waiting by your cappuccino.
