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KLAW unleashes three new Gen-Z focused supergrain puff flavours
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Tuesday, 25 November, 2025, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Blue Tribe’s extended brand KLAW is turning up the volume in India’s healthy snacking market with the launch of three bold new Supergrain Puff flavours Rowdy Rasam, Scream & Onion, and Masala Memory. With these additions, KLAW has introduced six innovative flavours within months, signalling a rapid, aggressive expansion aimed squarely at Gen Z consumers.
Backed by its “flavour-first, no-apologies” philosophy, KLAW is redefining guilt-free snacking. The brand’s newest flavours celebrate India’s diverse palate while keeping nutrition at the forefront. Rowdy Rasam taps into South India’s iconic comfort dish, Scream & Onion arrives with a spooky twist and its own IP “KLAW-O-WEEN”, while Masala Memory delivers a nostalgic punch for snack lovers. These follow earlier hits — Spicy Guava, Sweet Chilli, and Pudina Blast — which helped establish KLAW’s identity as a rebel in the healthy snacks aisle.
Every pack of KLAW is powered by a blend of super grains including jowar, moong dal, quinoa, red rice, chickpeas, and pea & soy protein, offering 9g of protein per 50g pack. The puffs are baked, not fried, and crafted using olive oil and rice bran oil, ensuring a crunchy yet clean snacking experience. Priced at Rs 50 for 50g and Rs 30 for 32g, the brand is positioning itself as an affordable, flavourful upgrade to traditional snacks.
“We’re building India’s most exciting snacking revolution,” said Nikki Arora Singh, Co-Founder, Shivanika Foods. “KLAW breaks every rule of boring ‘healthy’ snacks. These new flavours reflect our obsession with bold taste, speed of innovation, and mindful ingredients.”
The products are now available across major quick-commerce platforms Zepto, Swiggy Instamart, BigBasket, Amazon and modern trade stores like Reliance Retail, Freshpik, and Nature’s Basket in key metros. The launch is backed by a digital-first campaign featuring influencers and vibrant Gen Z-centric branding.
With this expansion, KLAW cements its position as a disruptive, flavour-forward, and health-driven snack label for India’s young, energetic consumers.
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