Cricketing icon Yuvraj Singh is stepping into the spotlight off the field with the launch of his latest venture, Twiddles, a guilt-free indulgence brand, in partnership with Alfinity Studios. Committed to delivering a balanced snacking experience, Twiddles introduces 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.
The brand is already live on Amazon and its own website, and is launching next month on other e-commerce and quick-commerce platforms, Twiddles is set to make an immediate impact. The brand will also be available in 100 retail stores across Delhi NCR from December 2024, expanding its reach to a wider audience. Additionally, Twiddles is preparing for a global launch in Dubai in Q1 2025, underscoring its ambition to redefine snacking on an international scale.
Yuvraj’s journey from World Cup hero to launching Twiddles is rooted in his passion for food and the conscious lifestyle he adopted as an international athlete. “I believe indulgence and health can go hand in hand,” says Yuvraj Singh. “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 shares my vision of creating a global guilt-free snacking brand.” Yuvraj sums 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 with two core product categories. The first includes Almond, Walnut & Cashew Chocolate Spreads, packed with up to 70% nuts and seeds, zero preservatives, 70% less sugar, and completely palm oil-free. The second category introduces Snackable Bites, sweetened with dates for instant energy, and offered in convenient packaging for people on the go.
Co-created by Alfinity Studios, a unique venture studio focused on collaborating with celebrities and influencers to launch purpose-driven, consumer-facing brands, this joint venture marks a strategic and innovative partnership. As of now, Alfinity Studios will manage Twiddles’ initial sales, with plans to secure a double-digit minority share as the brand scales.
Kumar Gaurav, Co-Founder of Alfinity Studios, expresses his excitement about the venture: “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 about a whole lifestyle shift. We are working on creating more product lines that fulfil our vision of bridging the gap between indulgence and wellness, becoming a go-to option for conscious consumers.”
Twiddles aims to identify and dominate white spaces within the £5 billion snacking market, positioning itself as a brand dedicated to both innovation and well-being. The company is already eyeing collaborations to further expand its distribution, with the goal of becoming a global leader in the guilt-free snacking space within six months. By offering quality and purpose in every bite, Twiddles is ready to revolutionise the way we snack. Stay tuned for this exciting journey, where indulgence meets health.
