‘Healthy snacking in transition’: ProV Foods debuts indulgence range as first step of strategic portfolio expansion

While this venture into indulgent snacks may appear to be a deviation from ProV Foods​’ usual offerings, CMO Shalin Khanna emphasised that the firm remains committed to delivering “natural or near-natural, high-quality and nutritious” products.

“Our primary and largest SKUs continue to reflect our ethos of promoting wholesome, thoughtful snacks. However, as we observe shifts in consumer preferences, especially among Indian consumers, we recognise that the demand for healthy snacking is in transition. ​

“People are becoming more health-conscious, but at the same time, their palates are evolving — there is an increasing demand for products that combine health with indulgence. To cater to this shift, we believe it is crucial to offer a range of products that bridge the gap. Our indulgence range is designed to appeal to consumers who are on the fence between choosing purely healthy options and more indulgent ones,” ​Khanna told FoodNavigator-Asia​.

He added that ProV Foods’ strategy is to develop products that have a nutrient-dense core ingredient, such as almonds, and pair it with an indulgent element like chocolate to create a balance between nutritional benefits and sensory satisfaction.

“This approach allows us to nudge consumers toward better-for-you choices while still satisfying their cravings for a treat. While indulgent, we remain mindful of the ingredients that we use. For example, our chocolate-coated almonds contain nearly equal amounts of almond and chocolate, ensuring both nutrition and flavour are well represented. ​

“Importantly, we are careful about the type of chocolate, opting for real chocolate instead of compound varieties that may contain less desirable ingredients like vegetable oils.”​

Beyond this indulgence range, the firm intends to expand its product portfolio to include an array of healthy snacks featuring ingredients such as seeds, berries and superfoods, while exploring different forms and formats.

“This could include snack mixes, energy bars, flavoured nuts, and more. We want to innovate with form changes, such as coated, roasted, or mixed nuts. In the future, we may explore other nuts or dried fruits like cashews, pistachios and raisins.​

“This range is just the beginning of a broader strategy to offer diversified snacking options. As consumer preferences evolve, we will continue to innovate and introduce products that align with our core focus on balanced indulgence.” ​

Aiming to increase accessibility​

Currently, the ProV Indulgence series is exclusively available on its website for closer control of the process from packaging to delivery, to ensure that consumers receive the product in its optimal condition.

“This direct-to-consumer approach is critical during the launch phase, as it allows us to gather first-hand feedback from our consumers. By engaging with them through our online platform, we can gain valuable insights into their preferences, tastes, and overall satisfaction with the product. ​

“This feedback loop is essential for refining our products and making sure that we are meeting the changing demands of our audience. We will use the learnings and feedback to further innovate and expand the range,” ​Khanna explained.

In the near future, the firm plans to launch the indulgence line across a broader range of sales channels. These include India’s western and southern general trade markets, where ProV Foods claims to have a strong presence.  

Additionally, it is also targeting modern trade stores, particularly in high-traffic locations such as airports and premium retail shops, where consumers tend to impulse buy.

“These locations provide an opportunity to reach a more diverse audience, including consumers who may not be actively seeking healthy snacks but are open to trying options that offer a balance of flavour and nutrition.​

“Our long-term goal is to make the ProV Indulgence series available across multiple channels, making it accessible to a wide range of consumers, whether they prefer shopping online, in traditional retail outlets, or in premium stores.”​

Strategic decision ​

According to Khanna, the decision to start with almonds is rooted in both tradition and practicality.

“Almonds and cashews are the two most popular nuts in India. Almonds, in particular, are widely accepted across regions, cultures, and dietary preferences. Moreover, almonds have long been associated with health and nutrition, boasting a strong nutritional profile of vitamins, minerals and healthy fats, making them a perfect base for our product line.​

“While we acknowledge that chocolate-coated nuts like macadamias or hazelnuts are popular in international markets, they are not as well received in India because they tend to be more exotic and expensive, which may not align with the preferences or budgets of Indian consumers.”​

From a production standpoint, almonds are said to be more uniform in shape and size, compared to other nuts. This uniformity allows each almond to be coated evenly, creating a product that provides a consistent mouthfeel in every bite.

Furthermore, almonds have a mild yet distinct flavour that pairs well with a variety of coatings, making them versatile for product innovation.