Functional foods brand SuperYou has expanded its product portfolio with the launch of Power Puffs, marking its entry into India’s puffed snacks segment. The move strengthens the company’s presence in the growing better-for-you snacking category as it looks to cater to consumers seeking products that combine taste with improved nutritional value.
The launch comes as India’s packaged snacks market, valued at over ₹50,500 crore, continues to evolve. While traditional chips account for nearly 42% of the category, demand for baked snacks, protein-rich alternatives and familiar Indian flavours has been steadily increasing, creating opportunities for brands to reimagine everyday snacking.
Power Puffs is the latest addition to SuperYou’s expanding snack portfolio, which already includes Protein Wafers, Multigrain Protein Chips and Minis. With the new launch, the brand is extending its protein-first approach into one of India’s most popular snack formats while aiming to make functional snacking more accessible.
Available in Chilli Masala, Maaad Achari, Cheesy Cheese and Pizza Party flavours, the new range is baked instead of fried and offers up to 13g of protein per pack. The snacks will be sold in 33g and 55g packs across Amazon, Flipkart, Blinkit, Instamart and Zepto, along with select modern trade and general trade stores across major Indian cities.
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Commenting on the launch, Ranveer Singh, Co-founder, SuperYou, said “Power Puffs is exactly the kind of snack I love, big on flavour, fun to eat and impossible to stop at just one. The signature bolt shape is distinctive and captures the boldness that Power Puffs is all about. We wanted every flavour to bring its own signature twist, whether it’s cheesy, achari, spicy or pizza-loaded. The idea was simple, take a snack that’s fun, flavour-packed, and impossible to resist.”
Nikunj Biyani, Co-founder, SuperYou, added “Consumers today don’t want to choose between taste and better ingredients, they expect both. That insight shaped Power Puffs from day one. We wanted to reimagine one of India’s favourite snack formats with familiar flavours, with a distinctive shape and added protein, creating a snack people can enjoy every day and without feeling like they’re making a compromise.”
FAQs
- What is SuperYou Power Puffs?
Power Puffs is SuperYou’s new baked, protein-rich puffed snack available in four flavours and offering up to 13g of protein per pack. - Who founded SuperYou?
SuperYou is co-founded by actor Ranveer Singh and entrepreneur Nikunj Biyani. - What flavours are available in Power Puffs?
The new snack is available in Chilli Masala, Maaad Achari, Cheesy Cheese and Pizza Party variants. - Where can consumers buy SuperYou Power Puffs?
Power Puffs is available on Amazon, Flipkart, Blinkit, Instamart and Zepto, as well as select modern trade and general trade stores across India. - Why is SuperYou launching Power Puffs?
The launch is part of the brand’s strategy to expand into more everyday snacking occasions and cater to growing demand for protein-rich, better-for-you packaged snacks.
