|
|
|
You can get e-magazine links on WhatsApp. Click here
|
|
|
|
|
|
Twirtles disrupts snacking market with launch of ‘SuperPuffs’ protein chips
|
|
Thursday, 12 February, 2026, 08 : 00 AM [IST]
|
|
Our Bureau, Mumbai
|
Twirtles has officially entered the functional snacking space with the launch of "SuperPuffs," categorized as India’s first protein chips fortified with essential vitamins and minerals. The product launch aims to bridge the gap between indulgent snacking and nutritional necessity, targeting a growing demographic of health-conscious Indian consumers who seek "guilt-free" alternatives to traditional fried snacks.
SuperPuffs are engineered to deliver a significant nutritional punch, featuring a high-protein profile derived from quality plant-based sources. Beyond the macronutrient focus, the brand has distinguished itself by fortifying the chips with a blend of essential micronutrients, including Vitamin A, Vitamin C, and key minerals. This fortification strategy is designed to support daily nutritional requirements while providing the crispy texture and savory flavor profiles typically associated with the snack aisle.
A core tenet of the Twirtles brand is its commitment to "clean-label" transparency. SuperPuffs are baked rather than fried, significantly reducing the fat content compared to standard potato chips. Furthermore, the products are formulated without the use of artificial preservatives, synthetic colors, or MSG, appealing to parents and fitness enthusiasts alike who are increasingly wary of ultra-processed ingredients.
The launch comes at a time when the Indian nutraceutical and functional food market is seeing unprecedented growth. By positioning SuperPuffs as a "lifestyle snack," Twirtles is looking to capture market share in both the premium retail segment and the rapidly expanding quick-commerce space.
Industry analysts suggest that the success of SuperPuffs will likely hinge on its ability to maintain the taste parity of traditional snacks while delivering on its wellness promises. With its initial rollout, Twirtles is betting that the combination of high protein, added vitamins, and a clean-label ingredient list will establish a new gold standard for the future of the Indian savory snack industry.
|
|
|
|
|
|
|
|
|
|