New Delhi, May 13: Tasty Nibbles, the consumer brand of HIC-ABF Special Foods has announced Milind Soman as its brand ambassador while outlining the company’s plans to accelerate pan-India growth, especially in the health-focused convenience food segment. The event marks a significant milestone in the brand’s growth journey as it sets its sights on pan-India expansion, with a strategic focus on its flagship category – canned tuna.
“At Tasty Nibbles, we have always believed that the future of food lies at the intersection of health, convenience, and trust. With Milind Soman coming on board, we are taking a significant step towards making tuna a part of everyday Indian diets. India is still at a very early stage in tuna consumption, and this presents a massive opportunity for us to introduce a clean, high-quality protein option to millions of households,” said Cherian Kurian, managing director, Tasty Nibbles at the company’s brand ambassador announcement event in New Delhi. The event was also attended by Sunil P Krishnan, vice-president (sales) and Manoj TP, senior manager – key accounts, along with distributors, key industry stakeholders and representatives from e-commerce, and quick-commerce platforms.
“Despite being a globally popular protein source, the per capita consumption of tuna in India remains significantly low. With a population of over 1.4 billion, the category presents a substantial opportunity for growth if effectively introduced and adopted”, Cherian said.
“I have always believed that good health starts with what we eat every day. Tuna is one of the simplest and most effective sources of lean protein, and what I like about Tasty Nibbles is how they make it accessible, convenient, and easy to include in daily meals. I’m excited to be part of a journey that encourages people to make smarter, healthier food choices,” said Milind Soman.
Known for his fitness-driven lifestyle and credibility in the health and wellness space, Milind Soman embodies the values that Tasty Nibbles aims to promote through its tuna range. Through this initiative, the brand aims to position tuna as more than just a source of protein. Packed with high-quality protein, rich in Omega-3, and loaded with essential vitamins, tuna is also carb-free, low in fat, and a convenient addition to the everyday diet of health-conscious consumers. The brand also showcased the convenience of its canned tuna, highlighting it as a cleaned, cooked, and ready-to-eat product with soft, thornless white meat, suitable for quick and versatile usage across salads, sandwiches, rolls, and more.
With this announcement and campaign launch, Tasty Nibbles aims to redefine tuna consumption in India, transforming it from a niche offering into a regular, accessible, and healthy choice for modern lifestyles.