Former Indian cricketer Yuvraj Singh has stepped into the spotlight off the field with the launch of his latest venture, Twiddles, a guilt-free indulgence brand, in partnership with Alfinity Studios.
Twiddles will initially be distributed across e-commerce, quick commerce, and retail channels in India. The brand is also in conversation with some prominent partners to expand distribution further via some interesting co-branded collaborations. Twiddles also plans to go global within six months of launch, with a vision of redefining snacking on a global scale from India- bringing quality, innovation, and purpose to every bite.
As per the brand, Twiddles is committed to delivering a balanced snacking experience through a range of wholesome, flavourful products crafted for conscious consumers, addressing the long-standing gap in the market for nutritionally dense, satisfying snacks that do not compromise on taste.
Yuvraj’s journey from a world cup hero to launching Twiddles, is rooted to his passion for food and the conscious lifestyle he has adopted as an international athlete.
“I believe indulgence and health can go hand in hand. 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. With Alfinity Studios, I found an ideal partner who shared my vision of creating a global guilt-free snacking brand,” Singh said.
He summed up Twiddles’ philosophy: “Healthy or unhealthy, we all eat across the spectrum. Twiddles is here to support that balance with options that fit into any lifestyle.”
Twiddles is launching categories: Almond, Walnut and Cashew chocolate spreads, packed with up to 70% nuts and seeds, zero preservatives, 70% less sugar, and palm oil-free. Alongside, they’re introducing snackable bites, sweetened with dates, for instant energy in convenient packaging.
Co-created by Alfinity Studios, a unique venture studio focused on collaborating with celebrities and influencers to launch purpose-driven, consumer facing brands.
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. We are working on creating more product lines that fulfil our vision of bridging the gap between indulgence and wellness and becoming a go-to-option for conscious consumers.”
