Inside BENEO’s new pulse plant: pioneering sustainable protein from faba beans
Nikki Arora Singh, Founder & Director of Shivanika Foods (Blue Tribe and KLAW Snacks)
As India’s snacking landscape undergoes a rapid transformation, the convergence of health, convenience, and flavour is redefining what consumers expect from everyday foods. The rise of “better-for-you” and functional snacks, driven by growing awareness around nutrition, urban lifestyles, and the demand for clean-label products, is pushing manufacturers to rethink traditional formulations and processing techniques. Among the emerging innovations, sprouted ingredients such as moong and jowar are gaining attention for their enhanced nutritional profile and digestibility, though scaling them into commercially viable, shelf-stable formats remains a significant technical challenge.
In this evolving ecosystem, brands are not only competing on health claims but also on taste, affordability, and accessibility, particularly in a price-sensitive market like India. At the same time, the expansion of quick commerce and modern retail is accelerating product discovery and reshaping go-to-market strategies for new-age snack brands.
Against this backdrop, Nikki Arora Singh, Founder & Director of Shivanika Foods (Blue Tribe and KLAW Snacks), speaks with NUFFOODS Spectrum and shares insights into the R&D, processing challenges, and market dynamics shaping the future of functional snacking in India, while highlighting how KLAW is positioning its “Supersprout” range to bridge the gap between nutrition and indulgence.
KLAW positions Super Sprout Sticks as India’s first “Supersprout snack.” What specific R&D or processing innovations were required to scale sprouted moong and jowar into a stable, packaged snack format?
Scaling sprouted ingredients into a packaged snack required significant R&D. Sprouted grains are highly nutritious but also more sensitive to moisture, shelf life, and texture challenges. To maintain freshness and quality, we carry out the sprouting process in-house, allowing us to closely monitor germination conditions and ensure consistency from batch to batch.
We also developed a proprietary sprouting and drying process that preserves nutrition while ensuring stability for packaged formats. Controlling moisture levels was critical to maintaining crunch without compromising shelf life. Additionally, we optimized baking temperatures and extrusion techniques to handle the natural variability of sprouted moong and jowar.
The result is a snack that delivers the benefits of sprouting—better digestibility and enhanced nutrition—while still offering the flavour, crunch, and convenience consumers expect from modern snacking.
What are the biggest technology and processing challenges the industry faces when working with functional or sprouted ingredients at scale?
Working with functional and sprouted ingredients introduces variability that traditional snack manufacturing isn’t built for. Sprouted grains behave differently in terms of moisture, density, and texture, making standard extrusion and baking processes difficult to apply. Shelf-life management is another key challenge, as sprouted ingredients are more sensitive to humidity and oxidation. Consistency at scale is also complex, since sprouting conditions impact flavour and texture. We’ve invested in process optimization, ingredient standardization, and quality testing to overcome these challenges. As the category grows, advancements in ingredient processing and manufacturing technologies will become essential for scaling functional snacks efficiently.
The better-for-you snacking segment is becoming increasingly crowded. How does KLAW differentiate its Supersprout range from other protein-rich or baked snack offerings?
While many brands focus on protein or baked positioning, KLAW differentiates itself through intelligent nutrition and flavour-led innovation. Our Super Sprout Sticks are made with 47 per cent sprouted moong and jowar, which offers natural protein along with improved digestibility and nutrition. We also focus heavily on bold, globally inspired flavours that make mindful snacking exciting rather than restrictive. Additionally, our brand philosophy centers around mindful winding down—supporting relaxation, recovery, and focus. This emotional and lifestyle positioning, combined with functional ingredients and strong taste credentials, helps us stand apart in a crowded better-for-you snacking landscape.
What are the key barriers to mass adoption of functional snacks in India, price sensitivity, taste expectations, or lack of consumer awareness?
All three factors play a role, but taste remains the biggest barrier. Indian consumers won’t compromise on flavour, regardless of health benefits. Price sensitivity is also important, particularly in a value-conscious market. Functional snacks often come with higher ingredient and processing costs, which makes affordability a challenge. We address this by offering our products at an accessible price point of just Rs 20, making functional snacking more inclusive. Lastly, consumer awareness around functional ingredients like sprouted grains is still evolving. We also focus on bold flavours and simple communication around benefits. As awareness grows and scale improves, we believe functional snacks will transition from niche to mainstream in the Indian market.
How do you see consumer perception evolving around “mindful snacking” versus traditional indulgent snacking in India?
We’re seeing a shift from “either healthy or indulgent” to “healthy and indulgent.” Consumers today want snacks that satisfy cravings while aligning with their wellness goals. Mindful snacking is becoming part of daily routines—whether it’s post-work, post-workout, or during breaks. Younger consumers especially are looking for snacks that support energy, focus, and relaxation. Traditional indulgence will always have a place, but consumers are increasingly seeking smarter alternatives. We see mindful snacking as a lifestyle choice rather than a restriction, and we’re building products that deliver indulgent flavours with intelligent nutrition.
How do you see the better-for-you snacking category evolving in India over the next 3–5 years, and what key growth drivers will shape this segment?
Over the next 3–5 years, the better-for-you snacking category in India will move from niche to mainstream. Growth will be driven by rising health awareness, urban lifestyles, and increased availability through quick commerce and modern retail. Consumers will also demand cleaner labels, functional benefits, and innovative ingredients. We expect more focus on protein, plant-based, gut health, and cognitive wellness. Flavour innovation will remain critical, as taste continues to drive adoption. As scale improves, pricing will become more accessible, further accelerating growth. We see this as an exciting opportunity to lead innovation in mindful snacking.
With 47 per cent sprouted moong and jowar as key ingredients, how are you managing consistent sourcing and quality control of sprouted raw materials at scale?
Consistency begins at sourcing. Our sprouting process is done in-house to maintain clean ingredients, freshness, and full control over quality. The process is standardized to ensure uniformity in nutrition, texture, and flavour, and we conduct batch-level testing to maintain consistent performance during production. Moisture control and handling are critical, so we’ve built checks across the supply chain. As we scale, we’re also investing in long-term sourcing partnerships to ensure reliability and traceability. Maintaining quality is central to our brand promise, and we’ve designed our sourcing and production systems to support that at scale.
Are there any supply chain challenges or cost implications associated with sprouted grains compared to conventional inputs?
Sprouted grains do involve higher costs and complexity compared to conventional ingredients. The sprouting process itself requires additional time, infrastructure, and quality control. There’s also greater sensitivity to storage and transportation conditions, which adds operational challenges. However, we believe the nutritional and functional benefits justify the investment. As demand grows and processes become more efficient, we expect costs to gradually optimise. We focus on balancing quality, affordability, and scalability, ensuring consumers receive the benefits of sprouted ingredients without significant price barriers.
How is the rise of quick commerce and modern retail reshaping distribution strategies and product formats in the snacking industry?
Quick commerce is transforming how consumers discover and purchase snacks. Convenience, impulse buying, and visibility are becoming key drivers. This shift is influencing pack sizes, pricing strategies, and product innovation. Smaller, trial-friendly formats are becoming more important, while strong packaging visibility matters more in digital storefronts. Quick commerce also allows us to test new flavours and formats faster. Availability on quick commerce platforms helps us reach modern consumers looking for healthier alternatives in real time. It’s reshaping distribution into a faster, more dynamic ecosystem.
Can we expect further innovation in the sprouted or functional snacking space, such as expansion into new formats, ingredients, or functional claims?
Absolutely. We see sprouted and functional snacking as a long-term innovation platform. Beyond Super Sprout Sticks and Supergrain Puffs, we’re exploring new formats, textures, and ingredient combinations, along with functional benefits such as gut health, immunity, and cognitive support. As consumers increasingly seek snacks aligned with specific lifestyle needs, our focus remains on combining bold flavours with intelligent nutrition to make mindful snacking more exciting and accessible.
Mansi Jamsudkar Padvekar