Twirtles launches Superpuffs, India’s first protein chips fortified with vitamins and minerals

According to the company, each Superpuffs variant includes a selected mix of vitamins and minerals aimed at addressing common dietary gaps, while maintaining the taste and texture of regular chips. The brand also highlights its clean-label positioning, with an emphasis on straightforward ingredients and transparent product information.

Superpuffs is the outcome of an extended in-house research and development effort by Twirtles, a young Indian brand that has built its portfolio around everyday snack formats such as chips and makhana. The company said the product went through multiple formulation cycles to balance protein levels, micronutrient stability and taste, a combination that has historically been difficult to achieve in the puffed snacks category.

“Snacking habits in India have changed faster than the products on shelves,” said Arjun Veer Singh, Co-founder, Twirtles. “We saw a clear gap between what people enjoy eating and what their bodies actually need. Superpuffs was created to bridge that gap. It delivers high protein, essential vitamins and minerals, and a flavour profile that does not feel like a compromise. For us, this is not an extension of an existing line, but the start of a new category.”

His co-founder Pawanjot Singh said the focus was to build a product for long-term relevance rather than a short-term trend. “We are building Twirtles for modern Indian consumers who read labels, care about ingredients, and still want their snacks to taste familiar and satisfying. Superpuffs reflects how we think about product innovation, with nutrition, clean formulation and scale in mind from day one,” he said.

With Superpuffs, Twirtles is seeking to position itself in a segment that is increasingly crowded with low-calorie or baked alternatives but still thin on products that combine protein fortification and micronutrients in a mainstream snack format. Industry analysts note that protein chips remain a niche in India, often priced at a premium and limited in flavour variety, leaving room for brands that can balance accessibility with functional benefits.

Twirtles plans to roll out Superpuffs across key urban markets in the coming months through modern trade and online channels, alongside its existing product portfolio. It will continue to invest in product development as it looks to expand into adjacent categories within healthy snacking.

About Twirtles

Twirtles is a new-age healthy snacking brand under Deccan Food Ventures LLP, focused on creating clean, innovative snacks that balance taste and nutrition. The brand was founded to rethink snacking by offering products that are tasty, nutritious, and suited to on-the-go lifestyles. It emphasizes thoughtful product development, clean ingredients, and formats that fit seamlessly into daily life.

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