WellBe Foods Expands Healthy Snacking Portfolio: India’s healthy snacking segment is undergoing a remarkable transformation as consumers increasingly seek nutritious, clean-label alternatives to traditional packaged foods. Riding this wave of change, WellBe Foods, a leading direct-to-consumer (D2C) brand under the Nimida Group, has expanded its portfolio with the launch of a new millet-based snack category. The move reflects the brand’s commitment to reimagining beloved Indian snacks using wholesome ingredients while preserving their authentic taste and texture.
The newly introduced range replaces refined flour and conventional snack bases with a carefully crafted blend of rice flour and millets, particularly Kodo millet. By doing so, WellBe Foods aims to make ancient grains more accessible and appealing for mainstream households, bridging the gap between traditional nutrition and modern convenience.
Reimagining Indian Favorites with Millets
The new category features four popular Indian snack varieties revamped with millet goodness:
- Millet Nippatu
- Millet Kodbale
- Millet Chakli
- Millet Tengolu
- Millet Chivda
These snacks are staples in many Indian homes, especially during festive seasons and family gatherings. By substituting refined flour with a rice flour and millet blend, WellBe ensures that consumers can enjoy familiar flavors and crunch without compromising on health.
Kodo millet, the hero ingredient in this range, is naturally gluten-free and known for its rich nutritional profile. High in dietary fibre, protein, and iron, it also offers easy digestibility—an important factor for consumers dealing with lifestyle-related health conditions such as diabetes and digestive issues.
Clean-Label Promise: “No Nasties Ever”
WellBe Foods has built its reputation on a strong clean-label philosophy. The brand’s guiding mantra, “Deliciously Good, Honestly Made, with No Nasties Ever,” is reflected in the new millet-based snack range.
Unlike many conventional packaged snacks that contain artificial additives, excessive oils, and preservatives, WellBe’s millet snacks are crafted without synthetic ingredients. The emphasis is on natural components, balanced seasoning, and minimal processing to preserve both nutrition and flavor.
This approach resonates strongly with today’s urban and semi-urban consumers who read ingredient labels carefully and prefer products that align with their health and wellness goals.
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Millets and India’s Health Movement
The launch comes at a time when millets are experiencing a revival across India. The Government of India’s push during the International Year of Millets 2023 significantly boosted awareness around these climate-resilient superfoods.
Millets are not only nutritionally dense but also environmentally sustainable. They require less water, grow in arid conditions, and contribute to sustainable agricultural practices. As climate concerns and food security issues gain prominence, millet-based products are increasingly viewed as both a health and environmental solution.
By incorporating Kodo millet into everyday snack formats, WellBe Foods is tapping into this broader movement. Instead of positioning millets as niche health foods, the brand integrates them into snacks that consumers already love—removing the barriers associated with traditional millet cooking methods.
Leadership Perspective on Innovation
Commenting on the launch, Gaurav Manchanda, Founder & Director of WellBe Foods, emphasized the brand’s mission to simplify millet consumption.
“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,” he stated.
This strategy of “millet-izing” familiar snacks helps eliminate the intimidation factor often associated with cooking millets from scratch. Instead, consumers can make seamless, healthier swaps in their daily snacking habits without sacrificing taste or tradition.
Expanding the Healthy Snacking Portfolio
The millet-based snack launch builds upon WellBe Foods’ existing success in baked namkeens and roasted snack categories. The brand has consistently focused on developing products that balance indulgence and nutrition.
Looking ahead, WellBe is also exploring the introduction of millet milk beverages, aiming to integrate millets into breakfast and beverage routines. This diversification indicates the company’s ambition to establish itself as a comprehensive millet-focused brand rather than just a snack manufacturer.
Distribution and Market Expansion
Currently available online through WellBe’s official website and leading e-commerce platforms, the new snack range will soon expand into general trade and modern retail channels. The company is also targeting Tier-2 and Tier-3 cities, ensuring broader accessibility to nutritious snack options beyond metropolitan markets.
India’s organized snacking market, valued at approximately US$4 billion, continues to grow rapidly. With increasing disposable incomes and heightened health awareness, the demand for better-for-you snacks is rising steadily. WellBe’s millet-based offerings are well-positioned to capture a share of this expanding segment.
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Positioning as a Millet Pioneer
By combining traditional Indian flavors with modern nutritional science, WellBe Foods is positioning itself as a pioneer in the millet snacking space. The brand successfully merges cultural heritage with contemporary wellness trends, offering products that appeal to both health-conscious millennials and traditional households.
The launch underscores a broader shift in India’s food ecosystem—where ancient grains are being rediscovered and reintroduced in innovative formats. Through its millet-based snack category, WellBe Foods is not only expanding its portfolio but also contributing to a healthier and more sustainable future for Indian consumers.
As awareness around lifestyle diseases grows and consumers increasingly prioritize clean-label eating, millet-powered snacks like these may soon move from niche shelves to everyday pantries across the country.
