Blue Tribe Foods extends portfolio with supergrain snack

Blue Tribe Foods, best known for its plant-based offerings, has announced the launch of KLAW Supergrain Protein Puffs – a bold and flavorful snack range that combines clean nutrition with unapologetic indulgence. 

Positioned to break the clutter in the wholesome snacking category, KLAW builds on the Blue Tribe Foods commitment to purposeful innovation in food. With its unique supergrain blend and unconventional Indian-inspired flavors, KLAW is designed to stand out in a cluttered snacking market — adding energy and attitude to everyday snacks.

KLAW brings together clean ingredients and uncompromising taste in Supergrain  puffs that’s light on the conscience and heavy on satisfaction. It has flour blend comprising jowar, moong daal, pea protein, red rice, quinoa, rice, chickpeas, and soy protein. The snacks are baked, not fried, contains 9g of protein, and use a combination of rice bran oil and olive oil, keeping them clean, crunchy, and craveable.

It has been launched in three bold variants – Sweet Chilli, Spicy Guava, and Pudina Blast. 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 flavor (taste). With KLAW, we’ve used a thoughtful mix of supergrains 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, added, “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 flavor profiles like Spicy Guava, Sweet Chilli and Pudina Blast, in the bold colors 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.”

KLAW Supergrain Protein Puffs are now available on quick commerce platforms Zepto and Swiggy Instamart across Delhi, Mumbai & Bangalore. They are also available across General Trade and Modern Trade channels in Delhi and Mumbai. Priced at an MRP of Rs. 50 per pack, KLAW offers an accessible and attractive option for smart snacking throughout the day.

To amplify the launch, KLAW has rolled out a multi-platform marketing campaign that includes influencer-led content, promoter-led wet sampling at modern retail stores, and on-ground RWA activities to drive awareness and product trials across key markets.