Bengaluru: India’s snacking habits are undergoing a quiet but powerful revolution. As consumers grow increasingly conscious about what they eat, the demand for clean-label, functional snacks is soaring. There is currently a marked shift toward healthier indulgence – led by brands like WellBe Foods, which is reimagining Indian snack classics for the modern, health-aware consumer.
According to recent industry reports, makhana and dry fruits are topping the charts in the healthy snacking category, underscoring a broader trend of mindful munching. But the snacking wave is not limited to nuts and seeds. It’s expanding into traditional favourites, reinvented with better ingredients, minimal processing, and no artificial additives.
Enter WellBe Foods, the Bengaluru-based D2C brand rapidly gaining traction for what it calls “Deliciously, Good, Honestly Made” snacks. Founded by Gaurav Manchanda, WellBe has positioned itself at the intersection of taste, tradition, and health.
“At WellBe, we see this shift as validation of what we’ve believed all along: that snacking can be both delicious and genuinely good for you,” says Manchanda, Founder and Managing Director of WellBe Foods. “We’re not asking consumers to change their habits – we’re simply offering better versions of what they already love.”
WellBe’s lineup features thoughtfully reformulated versions of Indian staples like murukku, kodbale, ribbon pakoda, and chakli. The innovation lies not just in the absence of palm oil, excess maida, and artificial additives, but in flavor-forward offerings such as Peri Peri Chakli, Onion Kodbale, and Coin Nippattu.“These products offer a guilt-free indulgence in familiar formats, combining authentic taste with better ingredients and processes to align with today’s health-conscious lifestyle.”,adds Manchanda.
With the rapid growth of quick commerce and impulse-driven consumption, WellBe has adapted swiftly. “Quick commerce is a huge opportunity for us because it perfectly matches the way snacks are consumed: impulsive, convenient, and often mood-driven,” says Manchanda.
WellBe has secured a strong presence on platforms like Swiggy Instamart, Zepto, and BigBasket, ensuring seamless access and visibility. Their Rs 10 GT packs are a strategic move – low in cost, high in trial potential, and tailored for quick discovery. These snack-sized options allow curious buyers to sample healthier snacks without commitment, a smart way to drive brand affinity and also revolutionise the clean label healthy snacking wave in India.
Beyond just health and convenience, today’s consumers also demand sustainability and authenticity. WellBe is answering that call with a comprehensive, values-driven approach.
“For us, authenticity is non-negotiable,” notes Manchanda. “Every WellBe snack carries the assurance of *No Nasties Ever* – no chemically refined oils, no artificial flavours or colours, no synthetic preservatives.”
The brand works directly with suppliers to source clean, responsibly grown ingredients and places a strong emphasis on local and regional snack-making traditions. Packaging remains a key area of ongoing innovation, with the team actively exploring more sustainable materials and formats that don’t compromise on convenience.
But perhaps what truly sets WellBe apart is its storytelling. The brand doesn’t just sell snacks – it shares cultural heritage in a contemporary voice, creating a meaningful connection with mindful consumers who care about where their food comes from and how it’s made.