Blue Tribe Foods, the pioneer of plant-based food, announces the release of KLAW Super Grain Protein Puffs—a provocative and boldly flavored snack line that elevates nutrition with uncompromised indulgence. KLAW is here to change the mundaneness of dry healthy snacks with a line that is fun with a capital F, protein-rich and devilishly good.
KLAW Aim
It aims to dispel the clutter in the wholesome snacking category and reinforces Blue Tribe Foods’ pledge to purposeful food innovation. KLAW wants to cut through the cacophony of the snacking market with its signature supergrain mix and unusual Indian-inspired flavors, packing in a bit of energy and attitude to the snack you take every day.
KLAW is a combination of clean ingredients and uncompromised taste in powder-free Supergrain puffs, which are light to the conscience and satisfyingly heavy. Jowar, moong daal, pea protein, red rice, quinoa, rice, chickpeas, and soy protein form a perfect combination for a signature flour that is a salute to both nutrition and indulgence. KLAW bakes the snacks instead of frying them, packs in 9 g of protein, and uses a blend of rice bran oil and olive oil to keep them clean, crunchy, and craveable.
However, what truly makes KLAW is that devilishly good approach to flavor. KLAW introduces three innovative flavors—Sweet Chili, Spicy Guava, and Pudina Blast—each puff delivering a surprise punch of flavor designed to please and delight. Sweet Chilli presents a tangy heat of Thai flavor, Spicy Guava is an experiment with a brand new fruit-and-spice combination, and Pudina Blast is just the way to deliver some refreshed edge.
“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, Gen Z urban audience actively looking for smart, functional snacks that fit into their fast-paced lives.”
– Sandeep Singh, co-founder of Shivanika Foods.
“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.”
– Nikki Arora Singh, co-founder of Shivanika Foods.
The KLAW Supergrain Protein Puffs would now be available on quick commerce like Zepto and Swiggy Instamart in Delhi, Mumbai, and Bangalore. In Delhi and Mumbai, they could be found both in general trade and in modern trade outlets. With an MRP of Rs. 50/- per pack, KLAW is available as a handy, convenient and tasty snacking alternative anytime of the day and for any reason—post-gym, between meetings, or just when you hit the munchies!
To give a boost to the launch, KLAW has also initiated a multi-platformed marketing strategy that comprises influencer-based content, promoter-based wet sampling in modern retail outlets, and on-ground RWA to reach out to the key markets to create awareness and product testing.
Shivanika Foods Private Limited is an organization on a mission that strives to create a future where conscious, guilt-free, and sustainable snacking is an everyday, scrumptious indulgence. This is centered around their two-fold brands: Blue Tribe and KLAW Snacks. Blue Tribe is a plant-based revolution in India that provides delicious and sustainable alternatives to meat products using highly advanced research and development to reformulate the most popular frozen foods into the most beneficial and enjoyable experience. KLAW Snacks has a daring streak, as Supergrain Puffs in non-conventional, wildly, devilishly good flavors make healthy snacking as exciting as it is healthy. Such healthy snacking brands mean that Shivanika Foods is all about a healthier, happier and more socially responsible world, one snack at a time.