Ranveer Singh-backed SuperYou has expanded its presence in India's fast-growing functional snacks market with the launch of Power Puffs, marking the brand's entry into the puffed snacks category. The new range is available in four flavours—Chilli Masala, Maaad Achari, Cheesy Cheese and Pizza Party—and will be distributed across e-commerce platforms, quick commerce services and offline retail.
Building a Protein-Led Portfolio
The baked Power Puffs deliver up to 13g of protein per pack, reinforcing SuperYou's positioning around convenient, protein-rich snacking. The launch builds on the company's existing portfolio comprising Protein Wafers, Multigrain Protein Chips and Minis, signalling a broader strategy to expand into multiple snacking occasions while staying within the better-for-you category.
Category Expansion
The move reflects a wider shift in India's packaged food market, where brands are increasingly blending indulgence with nutrition. As health-conscious consumers seek products that combine taste, convenience and functional benefits, protein has become one of the strongest product differentiators. Expanding beyond a single format also helps brands increase shelf visibility, improve repeat purchases and strengthen omnichannel distribution.
For marketers, the opportunity extends beyond product innovation. Functional snacks are evolving into lifestyle brands, creating space for creator-led storytelling, fitness partnerships and digital-first commerce strategies that resonate with younger consumers.
The Last Word
In India's next phase of snacking, brands offering everyday taste with measurable nutritional value—not just health claims—are likely to build stronger consumer loyalty and pricing power.