Cricket legend Yuvraj Singh has launched Twiddles, a brand focused on guilt-free snacking, marking his entry into the consumer goods industry. Twiddles aims to bridge the gap between taste and wellness, offering nutritionally dense snacks for health-conscious consumers.
Twiddles offers product with no preservatives or palm oil
“I believe indulgence and health can go hand in hand,” Yuvraj shared. “As an athlete, I understand the value of balanced nutrition, and with Twiddles, we’re filling a gap by offering snacks that blend rich taste with nutritional benefits, supporting a mindful approach to eating.”
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Notably, Twiddles’ initial product line includes almond, walnut, and cashew chocolate spreads with up to 70% nuts and seeds, no preservatives or palm oil, and 70% less sugar. The brand also launches date-sweetened snack bites for quick energy.
However, Yuvraj partnered with Alfinity Studios, which co-creates brands with celebrities and influencers. “Healthy or unhealthy, we all eat across the spectrum. Twiddles is here to support that balance with options that fit into any lifestyle,” he added.
Twiddles to be available on e & quick commerce, retail
Further, Kumar Gaurav, co-founder of Alfinity Studios, said, “It’s incredibly exciting to work with Yuvraj on bringing his vision to life with Twiddles. His passion for balanced indulgence is infectious, and we’re proud to co-create a brand with him that’s not just about great taste but a whole lifestyle shift.”
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Meanwhile, Twiddles will be available across e-commerce, quick commerce, and retail channels in India, with plans for international expansion within six months. The brand aims to redefine snacking globally with quality, purpose-driven options.
With Twiddles, Yuvraj Singh brings his commitment to health and wellness to the consumer goods market, offering Indian consumers a new choice for guilt-free snacking. As the brand grows, its focus on balanced indulgence is expected to resonate with consumers seeking healthier options.
