WellBe Foods expands healthy snacking portfolio with millet-based snack launch
The new category reimagines much-loved Indian snacks by replacing refined flour and conventional bases with a blend of rice flour and millets, making them more approachable for mainstream consumption.
INDIA – WellBe Foods, a prominent direct-to-consumer (D2C) brand under the Nimida Group, has launched a new millet-based snack category, transforming traditional Indian favorites into nutritious, clean-label options to boost everyday millet consumption.
Unveiling four products: Millet Nippatu, Millet Kodbale, Millet Chakli, Millet Tengolu, and Millet Chivda, the range swaps refined flour for a rice flour and millet blend, centering on nutrient-rich, gluten-free Kodo millet while preserving authentic flavors and crunch.
These snacks embody WellBe’s mantra of “Deliciously Good, Honestly Made, with No Nasties Ever,” delivering familiar textures without additives, excessive oils, or preservatives, making ancient grains accessible for modern households.
Kodo millet, prized for its high fibre, protein, and iron content, and for its easy digestibility, addresses health-conscious snacking amid rising diabetes and lifestyle concerns, aligning with India’s 2023 International Year of Millets push for sustainable superfoods.
Gaurav Manchanda, Founder & Director, highlighted the innovation: “Millets are deeply rooted in India’s food culture, but their everyday adoption has been limited by the way they are traditionally cooked. At WellBe, our intent is to make millets accessible by bringing them into formats people already love.”
By millet-izing beloved snacks, the brand overcomes cooking barriers, enabling seamless, healthier swaps without sacrificing taste or tradition.
This expansion builds on WellBe’s clean-label ethos, following successes in baked namkeens and roasted snacks, while eyeing millet milk beverages next to integrate grains into daily diets.
Available online via WellBe’s site, e-commerce giants, and expanding to general trade/modern retail, including Tier-2 and Tier-3 cities, the launch promotes inclusive access to climate-resilient, nutrient-dense foods amid booming D2C health snacking.
WellBe’s move capitalizes on millets’ revival, blending cultural heritage with contemporary wellness trends, positioning the brand as a millet pioneer in India’s US$4 billion organized snacking market.
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