Yuvraj Singh partners with Alfinity Studios to launch his new venture 'Twiddles'

Former Indian cricket star Yuvraj Singh is stepping into the spotlight off the field with the launch of his latest venture, Twiddles, a guilt-free indulgence brand.

Twiddles aims to deliver a balanced snacking experience through a range of wholesome, flavourful products crafted for conscious consumers, addressing the long-standing gap in the market for nutritionally dense, satisfying snacks that do not compromise on taste.

What did Yuvraj Singh say?

“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," said Yuvraj Singh.

"With Alfinity Studios, I found an ideal partner who share my vision of creating a global guilt-free snacking brand," he said.

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.”

Product offerings

Twiddles is launching categories: Almond, Walnut & Cashew chocolate spreads, packed with up to 70% nuts and seeds, zero preservatives, 70% less sugar, and palm oil-free. 

Alongside, they’re introducing snackable bites, sweetened with dates, for instant energy in convenient packaging.

Partnering with Alfinity Studios

Yuvraj Singh has partnered with Alfinity Studios to launch this brand. Alfinity Studios is a venture studio that is focused on collaborating with celebrities and influencers to launch purpose-driven, consumer-facing brands.

Kumar Gaurav, Co-Founder of Alfinity Studios, said, “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 fulfil our vision of bridging the gap between indulgence and wellness and becoming a go-to-option for conscious consumers.”

Planning for global expansion 

Twiddles will initially be distributed across e-commerce, quick commerce, and retail channels in India. The brand is also in conversation with some prominent partners to expand distribution further via some interesting co-branded collaborations.

Twiddles also plans to go global within six months of launch, with a vision of redefining snacking on a global scale from India—bringing quality, innovation, and purpose to every bite.