This partnership reflects shared values of quality, wellness, and innovation, aiming to redefine the café snacking landscape in India
New Delhi: Twiddles, the clean-label snacking brand co-founded by cricketer Yuvraj Singh and Alfinity Studios, has announced a partnership with Barista Coffee, one of India’s pioneering café chains, a release by the company said on Wednesday.
This alliance will see the launch of an exclusive range of Twiddles x Barista co-branded snacks across 470+ Barista cafés nationwide, marking one of the most expansive café-snack rollouts in India’s quick-service restaurant (QSR) segment.
The curated product lineup includes premium multigrain bars, energy bites, and nut mixes—clean-label SKUs developed through months of joint R&D and customer insights. Thoughtfully designed to complement Barista’s artisanal coffee and beverages, these snacks cater to the modern consumer’s growing demand for healthier, functional alternatives without compromising on taste.
“At Twiddles, we’ve always believed that snacking can be both fun and mindful.
Partnering with Barista allows us to bring that philosophy into people’s everyday coffee rituals,” said Yuvraj Singh, Co-founder of Twiddles. “What excites me most is that this isn’t just a product launch—it’s a movement toward better choices.”
As Twiddles expands its footprint and mission of combining taste with nutrition, the Barista network provides an ideal launchpad. Known for being a part of consumers’ daily routines—from casual catch-ups to business meetings—Barista cafés offer the perfect setting for this next-gen snacking experience.
“Barista has always stood for quality experiences and emotional connection,” said Rajat Agrawal, CEO of Barista Coffee. “With Twiddles, we’ve found a partner that shares our passion for thoughtful innovation. This collaboration brings clean-label, delicious snacks to our cafés, enhancing our offerings beyond great coffee. Partnering with a Yuvraj Singh brand is a testament to the quality of the product, and we’re excited about the road ahead.”