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Blue Tribe extends portfolio with KLAW
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Thursday, 26 June, 2025, 12 : 00 PM [IST]
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Our Bureau, New Delhi
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Blue Tribe Foods announced the launch of KLAW Super grain protein puffs — a bold and flavourful snack range that combines clean nutrition with unapologetic indulgence. It is here to break the monotony of boring health snacks with a range that’s playful, protein-rich, and Devilishly Good.
Positioned to break the clutter in the wholesome snacking category, it builds on the company’s commitment to purposeful innovation in food. With its unique super-grain blend and unconventional Indian-inspired flavours, it is designed to stand out in a cluttered snacking market — adding energy and attitude to everyday snacks.
It brings together clean ingredients and uncompromising taste in super-grain puffs that’s light on the conscience and heavy on satisfaction. With a signature flour blend comprising jowar, moong daal, pea protein, red rice, quinoa, rice, chickpeas, and soy protein, every bite is a celebration of nutrition and indulgence. The snacks are baked, not fried, contain 9g of protein, and use a combination of rice bran oil and olive oil, keeping them clean, crunchy, and craveable.
But what really sets it apart is its devilishly good approach to flavour. Launched in three bold variants – Sweet Chilli, Spicy Guava, and Pudina Blast – each puff is an unexpected explosion of taste designed to delight and surprise. Sweet Chilli offers a Thai-inspired tangy heat, Spicy Guava plays with a uniquely Indian fruit-and-fire combo, and Pudina Blast gives a refreshing punch with an edge.
Sandeep Singh, co-founder of Shivanika Foods, said, “We’re seeing a clear shift in what people expect from their snacks — they want something genuinely wholesome, but also full of flavour (taste). With KLAW, we’ve used a thoughtful mix of super-grains that not only add nutritional depth but also give the product its unique texture and taste. It’s designed to be a smarter choice for those moments of indulgence — baked, not fried, made with olive oil, and offering 9g of protein. Our aim is to build a brand that lives at the intersection of better-for-you nutrition and bold, modern snacking — a space that’s rapidly growing in India. With our first launch on Swiggy Instamart and select offline stores, we’re targeting a digital-first, GenZ urban audience actively looking for smart, functional snacks that fit into their fast-paced lives.”
Nikki Arora Singh, co-founder of Shivanika Foods, said, “We created KLAW to bring a spark back to healthy snacking. Everything — from the product to the packaging to the tonality — is designed to feel fun, cheeky, and energetic while still being the healthier, more mindful choice. We wanted it to speak to a new generation of snackers who are health-aware but not willing to give up on taste or personality. That’s why we’ve built this ‘Devilishly Good’ identity — it captures our brand spirit perfectly. You’ll see that mischief in the flavour profiles like Spicy Guava, Sweet Chilli and Pudina Blast, in the bold colours of the packs, and in the language, we use across platforms. KLAW isn’t just a snack — it’s a mood, it’s a vibe.”
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