Mumbai, 15th May 2025 – Twiddles, the clean-label snacking brand co-founded by Indian cricket icon Yuvraj Singh and Alfinity Studios has announced a landmark collaboration with Barista Coffee, one of the pioneers of India’s café culture. The strategic alliance will see an exclusive range of co-branded Twiddles snacks launched across Barista cafés nationwide, marking one of the most expansive café-snack rollouts in the country’s quick-service restaurant (QSR) segment.
The specially curated Twiddles x Barista co-branded product range includes premium Multigrain bars, Energy bites & Nut mixes. These café-compatible, clean-label SKUs have been developed over several months of joint R&D and customer profiling. Thoughtfully crafted to complement Barista’s beverage offerings, they are tailored to meet the evolving consumer demand for healthier, functional snacking without compromising on taste.
“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 the co-founder of Twiddles.
With this partnership, Twiddles continues to expand its portfolio and deepen its mission of combining taste and nutrition. Barista cafés, which have become a part of consumers’ everyday routines, from casual meetups to business meetings to solo work sessions, present an ideal environment for this offering.
“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. This partnership with a Yuvraj Singh brand is in itself a testimony of a great product and we are excited to take this partnership ahead.” said Rajat Agrawal CEO of Barista
With shared values of quality, innovation, and wellness, the Twiddles x Barista partnership marks a significant step forward in redefining the café snacking experience. By bringing together Barista’s artisanal beverages and Twiddles’ nutritious, flavour-forward snacks, the collaboration delivers a seamless blend of indulgence and conscious consumption one that resonates deeply with today’s evolving consumer preferences. As the partnership gains momentum, it promises to set a new benchmark for smart snacking in India’s café culture.