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India bites into healthy snack revolution
From puffs to protein-packed superfoods, these packaged goods makers are catering to healthy snack aficionados
Snacking hasn’t always been the healthiest of habits, with most of the quick fixes being deep-fried or heavily sweetened, but growing health awareness is prompting a shift towards healthier choices.
India’s healthy snack market flourishes with a variety of flavors and creative offerings, catering to growing consumer interest as lifestyle diseases such as obesity, diabetes, and
This trend necessitates mindful consumption, with snacking playing a crucial role in maintaining a healthy lifestyle.
A 2020 report by the World Health Organization (WHO) said India has over 77 million diabetics, a number projected to reach 101 million by 2030.
The Indian snack market, according to a forecast by analytics firm Research and Market, is projected to grow to $23.69 billion by 2028, expanding at a compound annual rate of 12% from 2023.
This hyper-growth, however, translates to hyper-competition. From puffs to protein-packed superfoods, these innovators are catering to diverse needs.
The healthy snacks brands at a glance:
- Snackible
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The idea for Snackible came about when founder Aditya Sanghavi observed the common workplace struggle of unhealthy snacking between meals. In 2015, the brand set out to provide a solution that satisfied cravings without compromising on health, while also making sure that they were affordable and accessible.
The Mumbai-based company started off with a subscription-based model with snack boxes being delivered to the doorstep but quickly realized that snacks are an impulsive buy and pivoted to becoming a fast-moving consumer goods, or FMCG, brand.
The brand offers a range of healthy snacking options like ragi chips, almond cookies, quinoa puffs, and more.
- The Whole Truth
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Founded in 2019 by Shashank Mehta, The Whole Truth emerged with a simple yet powerful philosophy: good food starts with good ingredients. Frustrated by the abundance of processed snacks filled with hidden sugars and additives, Mehta sought to create a brand that offered “truly wholesome and delicious, nutritious food,” according to its website.
Starting with a range of protein bars made with nuts, dates, cocoa, whey protein, and a touch of salt, The Whole Truth seems to have resonated with consumers seeking healthier alternatives. The products boast no added sugars, sugar alcohols, artificial sweeteners, or preservatives, catering to a health-conscious audience willing to pay a premium for quality.
- Slurrp Farm
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The brand, founded in 2012 by two women, Meghana Narayan and Shauravi Malik, sprouted from a personal challenge: finding healthy and flavorful snacks for their young children. Disappointed by the available options, they embarked on a mission to “revolutionize the way kids experience food,” emphasizing wholesome ingredients, innovative recipes, and fun presentations.
Their initial offerings, millet-based puffs and cereals, aimed to provide a nutritious alternative to sugary breakfast options. They used innovative methods to transform millets, traditionally considered an “exotic” grain, into kid-friendly snacks.
Their vision didn’t go unnoticed, as Bollywood actor Anushka Sharma joined forces with the brand in 2022 in a dual role, both as an investor and a brand ambassador.
- Open Secret
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The brand was launched in 2019, as a tribute to mothers and their unwavering dedication to health, set out to “un-junk” snacking in India, according to their website.
Rooted in grains such as jowar and ragi, the offerings boast zero refined sugar, artificial flavors, or palm oil. It also prides itself on transparency, listing every ingredient on its packaging, and living up to its brand name.
Starting with a simple range of puffed snacks and nuts, the brand resonated with health-conscious consumers who were looking for a quick fix for their hunger pangs, while their focus on taste helped them tackle the stereotype of healthy snacks being bland.
- True Elements
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The Pune-based brand was founded by Puru Gupta and Sreejith Moolayil, and entered the healthy breakfast cereal space in 2013.
The brand eventually included healthy snacks, with a unique 8-5-11 plan.
“Our products cater to you at 8 am as a filling breakfast. At 11 am, on days when you miss breakfast or feel more hungry. And at 5 pm, as snacks to munch on along with your favorite beverage and office gossip,” according to the website.
- Happilo
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The brand was founded in 2016 by Vikas Nahar, and the idea sprouted from the simple desire to offer healthy snacks that also tantalize the taste buds.
Happilo initially focused on nuts and dried fruits, sourced directly from farmers and hand-picked meticulously. This resonated with consumers seeking healthy alternatives for packaged snacks and the brand maintained its uniqueness by offering dry roasted options and unique flavor combinations.
In late 2022, the brand roped in Bollywood couple Siddharth Malhotra and Kiara Advani as brand ambassadors.
- Farmley
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Farmley, founded in 2017, emerged from a desire to “elevate the dry fruit experience” in India. Seeing a lack of innovation and emphasis on quality in the dry fruit market, the brand set out to cultivate a brand focused on freshness, taste, and ethical sourcing.
Through innovative packaging, processing techniques, and direct farmer sourcing, they were able to create a market. Former captain of the Indian cricket team Rahul Dravid is a brand ambassador.
The brand’s growth also reflects the growing demand for healthier snacking options.
The company posted ₹150 crore revenue in fiscal 2023 and has touched an annual recurring revenue of ₹300 crore, the Press Trust of India had reported in December, citing co-founder Akash Sharma.
- RiteBite Max Protein
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The brand was established in 2006, and pioneered the protein bar scene in India. Recognizing the growing need for convenient and healthy snacking options, particularly in the fitness community, they set out to “make protein accessible and enjoyable for everyone.”
The firm aims to offer a range of protein bars, categorized by protein content (10g, 20g, and 30g), catering to varying needs and activity levels. The product line now encompasses nutritious cookies, muesli, and even protein chips.
Their strong brand presence and strategic partnerships, including collaborations with Bollywood actor Kartik Aryan, gyms, and fitness platforms, have contributed to their growth.
- Nourish Organics
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Founded in 2012 by Seema Jindal, Nourish Organics didn’t come out of love of healthy snacks but was driven by a mission to bridge the gap between indulgence and nutrition.
Struggling to find healthy yet delicious treats for her young family, Jindal embarked on a journey to create snacks packed with wholesome ingredients and free from artificial additives. Starting with homemade cookies baked for friends and family, Nourish Organics soon became a brand that resonated with health-conscious consumers across India.
The brand prides itself on its ethical practices, as it sources raw materials directly from farmers, ensuring fair trade while supporting local communities. Their commitment to sustainability, according to their website, also extends to using eco-friendly packaging and minimizing their carbon footprint.
- To Be Honest
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Founded in 2016 by Indian Institute of Technology (IIT) graduates and Indian Institute of Management (IIM) graduates, Mayank Gupta, Ritika Agrawal, and Anuj Ghanghoria, To Be Honest emerged with a mission to offer healthier vegetable and fruit-based alternatives to traditional snacks.
They recognized the growing demand for clean, transparent ingredients and crafted products without artificial additives and preservatives while tapping into the niche market of vegetable and fruit-based chips.
With a limited menu that includes interesting ingredients, including roasted nuts and seeds, To Be Honest quickly resonated with health-conscious consumers, building a loyal following through online sales and a presence in leading retail chains.
Their success caught the attention of Ghodawat Consumer Ltd., a packaged goods maker, who acquired the brand last December.
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