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In a major boost to India’s café culture and health-conscious snacking trends, Twiddles, the clean-label snack brand co-founded by cricket legend Yuvraj Singh, has announced a wide-reaching partnership with Barista Coffee, one of the country’s most recognized café chains.
The collaboration marks one of the largest snack rollouts in the Indian QSR (quick-service restaurant) sector, with Twiddles’ co-branded snack range now available across 470+ Barista outlets nationwide.
The newly launched Twiddles x Barista product line features a curated selection of premium multigrain bars, energy bites, and nut mixes—designed to complement Barista’s handcrafted beverages. The range is the result of extensive R&D and consumer testing, aimed at offering healthier, functional snacking options that don’t compromise on taste.
“Snacking can be both fun and mindful,” said Yuvraj Singh, Co-Founder of Twiddles. “This partnership is about more than just adding snacks to a menu—it’s about making better choices part of our daily habits, especially during those coffee breaks we all love.”
Barista CEO Rajat Agrawal echoed the sentiment, emphasizing the synergy between the two brands. “At Barista, we’re about more than just coffee—we’re about delivering quality experiences. Twiddles brings thoughtful innovation to our counters, and working with a brand backed by Yuvraj Singh is a strong validation of product excellence.”
This initiative aligns with a broader trend of consumers seeking health-forward, clean-label food without sacrificing convenience or flavor. With Barista cafés serving as everyday spaces for work, meetings, and social interactions, the integration of Twiddles snacks offers a seamless way to incorporate better nutrition into familiar routines.
Together, Twiddles and Barista aim to reshape the café snacking experience—blending indulgence with intention, and creating a new standard for wellness-driven dining in India’s ever-growing café landscape.
