NEW DELHI: In a landmark collaboration that promises to reshape India’s café snacking landscape, Twiddles, the clean-label snacking brand co-founded by Indian cricket icon Yuvraj Singh and Alfinity Studios, has joined hands with Barista Coffee, one of the pioneers of India’s café culture. The partnership will see an exclusive range of co-branded Twiddles snacks introduced across 470+ Barista cafés nationwide, marking one of the most extensive café-snack rollouts in the country’s quick-service restaurant (QSR) sector.
The co-branded product range, developed after several months of joint research and customer profiling, includes premium Multigrain Bars, Energy Bites, and Nut Mixes. These snacks are crafted to perfectly complement Barista’s signature beverage offerings, ensuring a blend of taste and nutrition that caters to today’s health-conscious consumers.
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“At Twiddles, we’ve always believed that snacking can be both fun and mindful. Partnering with Barista lets us bring that philosophy into people’s everyday coffee rituals. What excites me most is that this isn’t just a product launch—it’s a movement toward better choices,” said Yuvraj Singh, Co-founder of Twiddles.
A Partnership Built on Shared Values
This strategic partnership not only expands Twiddles’ product portfolio but also strengthens its mission of promoting healthier snacking choices. Barista, with its extensive network of 470+ outlets that serve as hubs for casual meetups, business discussions, and solo work sessions, offers an ideal platform for this collaboration.
“Barista has always stood for quality experiences and emotional connection. With Twiddles, we’ve found a partner that shares our passion for thoughtful innovation. This collaboration brings exciting, clean-label snacks to our cafés, offering our customers more than just great coffee,” said Rajat Agrawal, CEO of Barista. “Partnering with a Yuvraj Singh brand is a testimony to the quality of the product, and we are excited to take this partnership forward.”
The Twiddles x Barista collaboration is a testament to the evolving consumer preference for healthier, functional snacks that do not compromise on flavor. As the partnership takes root across the country, it is set to redefine the café snacking experience, offering a seamless blend of indulgence and conscious consumption.
The nationwide rollout is expected to not only boost Barista’s food menu but also reinforce Twiddles’ position as a leading brand in the clean-label snacking segment. Both brands are optimistic about the positive consumer response that this collaboration is likely to receive in the coming months.
