You Won't Believe What's Hidden in WellBe's New Millet Snacks—Is Your Health at Risk?

WellBe Foods, a notable direct-to-consumer brand under the Nimida Group, has introduced a new line of millet-based snacks aimed at modernizing traditional Indian flavors while promoting healthier eating habits. This launch comes at a time when there is an increasing awareness of the benefits of millets, especially as India celebrates the 2023 International Year of Millets, focusing on sustainable food practices.

The new snack range includes four innovative products: Millet Nippatu, Millet Kodbale, Millet Chakli, and Millet Chivda. Each snack replaces refined flour with a blend of rice flour and millet, emphasizing the nutrient-dense properties of Kodo millet. This grain is recognized for its high fiber, protein, and iron content, as well as its digestibility, making it a favorable choice for health-conscious consumers.

Gaurav Manchanda, Founder & Director of WellBe, articulated the brand's mission, stating, “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.” This focus on accessibility aligns with today's increasing demand for clean-label products, which boast no additives, excessive oils, or preservatives.

The snacks are designed to evoke the familiar textures and flavors that consumers love, while also addressing modern health concerns, including the rising rates of diabetes and other lifestyle-related conditions. WellBe’s mantra, “Deliciously Good, Honestly Made, with No Nasties Ever,” encapsulates this commitment to quality and health.

In addition to the new snacks, WellBe is exploring the introduction of millet milk beverages, further integrating this ancient grain into daily diets. The expansion into millet-based products builds on previous successes in baked namkeens and roasted snacks, reinforcing the company’s clean-label ethos.

Availability of these snacks is set to span various platforms, including WellBe’s official website and major e-commerce giants, with plans to reach general trade and modern retail outlets, particularly in Tier-2 and Tier-3 cities. This strategy aims to ensure inclusive access to nutrient-rich foods, catering to a growing demographic of health-conscious consumers in India, where the organized snacking market is projected to reach US$4 billion.

WellBe’s initiative not only revitalizes traditional flavors but also positions the brand as a pioneer in the millet snack segment. This blending of cultural heritage with contemporary wellness trends signals a significant shift in consumer preferences, particularly as more individuals seek healthier snacking options in their daily lives.