WellBe Foods has widened its product play in the healthy snacking space with the launch of a new millet-based snack range, signalling a sharper push toward traditional grains adapted for modern consumption. The direct-to-consumer brand, part of the Nimida Group, is betting on familiarity and convenience to bring millets back into everyday diets.
The newly introduced portfolio includes millet versions of popular Indian snacks such as nippatu, kodbale, chakli, tengolu and chivda. Rather than positioning these as niche health products, the company has focused on retaining familiar taste and texture while replacing refined flour with a blend of rice flour and millets. Kodo millet, a naturally gluten-free grain known for its nutritional profile and ease of digestion, forms the core of the range.
Millets have gained renewed attention in India for their health benefits and climate resilience, but their adoption at scale has been limited. One of the key challenges has been the time and skill required to cook them in everyday kitchens. By integrating millets into ready-to-eat snack formats, WellBe is attempting to remove that friction and make healthier grains accessible without altering eating habits.
Gaurav Manchanda, Founder and Director of WellBe Foods, said the idea was to modernise traditional foods rather than reinvent them. According to him, Indian consumers are more likely to adopt healthier ingredients when they appear in formats they already enjoy and trust. The company believes this approach can help bridge the gap between nutrition and indulgence, especially in the snacking category.
The launch also reflects broader shifts in consumer behaviour, with increasing demand for clean-label products made without artificial additives. WellBe has positioned the new range around simple ingredients and transparency, aligning with its larger brand promise of minimally processed foods.
Looking ahead, the company plans to extend its millet-focused innovation beyond snacks. It is exploring new categories, including millet-based beverages such as millet milk, as part of a longer-term strategy to build a diversified portfolio around traditional grains.
The millet snack range will be sold through WellBe’s website, major e-commerce platforms, modern retail chains and general trade outlets. The brand also plans to expand distribution in Tier 2 and Tier 3 markets, where demand for affordable and healthier packaged foods continues to rise.
