New Delhi: Cricketing icon Yuvraj Singh is stepping off the field and into the business world with the launch of his new venture, Twiddles – a brand dedicated to providing guilt-free, wholesome snacks for health-conscious consumers. With a focus on delivering nutritious, indulgent products, Twiddles aims to fill a growing gap in the market for snacks that are both delicious and nutritionally dense, offering a balanced snacking experience without compromising on taste.
Twiddles was born out of Yuvraj’s passion for both food and fitness, stemming from his years as a top athlete who understands the importance of balanced nutrition. The brand reflects his journey from World Cup hero to entrepreneur, combining his personal commitment to a mindful lifestyle with his desire to offer better snack options for a wide range of consumers.
“I believe indulgence and health can go hand in hand,” says Yuvraj Singh. “As an athlete, I understand the value of balanced nutrition, and with Twiddles, we’re filling a gap in the market by offering snacks that blend rich taste with nutritional benefits. This brand supports a mindful approach to eating, without sacrificing on flavour or convenience.” He adds, “Healthy or unhealthy, we all eat across the spectrum. Twiddles is here to support that balance with options that fit into any lifestyle.”
The brand’s inaugural product lineup includes a range of Almond, Walnut, and Cashew chocolate spreads – packed with up to 70% nuts and seeds, free from preservatives, containing 70% less sugar, and palm oil-free. In addition, Twiddles will offer snackable bites sweetened naturally with dates, providing instant energy in convenient, portable packaging.
Co-created in partnership with Alfinity Studios, a unique venture studio focused on collaborating with celebrities and influencers to launch purpose-driven, consumer-facing brands, Twiddles combines Yuvraj’s vision for a balanced snacking experience with Alfinity’s expertise in building lifestyle-driven brands.
Kumar Gaurav, Co-Founder of Alfinity Studios, commented, “Working with Yuvraj on Twiddles has been an incredibly exciting journey. His passion for balanced indulgence is truly inspiring, and we’re proud to bring his vision to life through a brand that is not just about taste but a lifestyle shift. Together, we’re creating a product line that bridges the gap between indulgence and wellness, catering to the needs of conscious consumers who demand both quality and innovation.”
Twiddles will initially be available for purchase through e-commerce, quick commerce, and retail channels in India. The brand is also in discussions with prominent partners for co-branded collaborations to expand its reach. Additionally, Twiddles has plans to take the brand global within six months, with a vision to redefine snacking on the world stage—delivering quality, innovation, and purpose in every bite.
With this launch, Twiddles aims to redefine the snacking landscape, offering consumers a smarter, healthier choice in indulgence, while staying true to the spirit of balance and wellness. Yuvraj Singh’s foray into the food and beverage sector marks the beginning of an exciting new chapter, where his values and commitment to healthier living are translated into every product the brand offers.
