Yuvraj Singh Unveils Twiddles, a Guilt-Free Snack Brand for Conscious Eaters

Cricket legend Yuvraj Singh is stepping up his game off the field with the launch of Twiddles, a brand that promises guilt-free indulgence through wholesome, flavor-packed snacks designed for health-conscious consumers. Twiddles aims to fill a long-standing gap in the market by offering nutritionally dense, satisfying snacks without compromising on taste.

Yuvraj Singh’s journey from a World Cup hero to the founder of Twiddles is driven by his passion for food and his dedication to a balanced, conscious lifestyle, a philosophy honed during his years as an international athlete. 

“I believe indulgence and health can go hand in hand. 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 Infinity 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,” said Yuvraj Singh.

Twiddles’ initial lineup will include almond, walnut, and cashew chocolate spreads, which boast up to 70 percent nuts and seeds, zero preservatives, 70 percent less sugar, and no palm oil. Complementing the spreads are snackable bites, naturally sweetened with dates, designed to offer an instant energy boost in convenient packaging. Twiddles is co-created by Alfinity Studios, a venture studio focused on partnering with celebrities and influencers to launch purpose-driven, consumer-focused brands.

Kumar Gaurav, Co-Founder, Alfinity Studio stated, “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 a whole lifestyle shift. We are working on creating more product lines that fulfill our vision of bridging the gap between indulgence and wellness and becoming an go-to-option for conscious consumers.”

Twiddles’ products will initially be available through e-commerce, quick commerce, and retail channels in India, with plans for expansion through strategic co-branded collaborations. The brand also has global ambitions, intending to reach international markets within six months of its launch, bringing a uniquely Indian touch to balanced snacking worldwide.