New Delhi: Twiddles, the clean-label snacking brand co-founded by cricket icon Yuvraj Singh and Alfinity Studios, has teamed up with Barista Coffee, one of India’s leading café chains, to introduce a new line of co-branded snacks, according to an official company release on Wednesday.
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his collaboration will see the rollout of Twiddles x Barista snacks in over 470 Barista cafés nationwide, making it one of the largest café-snack partnerships in India’s quick-service restaurant (QSR) sector. The exclusive snack range includes premium multigrain bars, energy bites, and nut mixes—all clean-label products created through extensive R&D and customer feedback. Crafted to pair seamlessly with Barista’s artisanal coffee offerings, the snacks are designed to meet the evolving preferences of today’s consumers who seek nutritious, functional, yet flavorful snacking options.
“At Twiddles, we believe snacking should be both enjoyable and mindful,” said Yuvraj Singh, Co-founder of Twiddles. “This partnership with Barista is more than just a product launch—it’s a step toward reshaping everyday choices for the better.”
Leveraging Barista’s strong presence and role in daily consumer lifestyles—from friendly chats to professional meetings—Twiddles aims to accelerate its mission of delivering healthy snacking alternatives across the country.
“Barista has always been about delivering quality and building emotional connections,” said Rajat Agrawal, CEO of Barista Coffee. “Through this collaboration with Twiddles, we’re enriching our café experience with clean-label, great-tasting snacks. Associating with a brand backed by Yuvraj Singh reflects our shared commitment to quality and innovation, and we’re excited for what’s ahead.”
This partnership underscores a shared vision of quality, wellness, and innovation—poised to redefine India’s café snacking landscape.
