Crunch on munch

Today, a large number of Indians are moving towards a healthy lifestyle. From eating organic food to working out, we have realised the importance of leading a healthy lifestyle. But the biggest challenge that most health-conscious people face is of limited options when it comes to eating snacks. We are mostly left with a brown bread sandwich or a bowl of salad. 

Sensing the opportunity, several startups are getting into this segment. One such startup is All Heart, a brand that manufactures healthy yet yummy snacks. 

Founded by Aniket Karia, All Heart offers you wholesome snacks to munch on anytime during the day. The brand has a wide range of snacks like Super Seeded Crackers, Dark Chocolate Seeded Crackers, Berry Seeded Crackers, White Chocolate Seeded Crackers, Chocolate Sea Salt Seeded Crackers and Peri Peri Seeded Crackers. It also includes a Chocolate and Orange and a Caramel Crunch Mix.

Talking about his products, Karia says that it took him lots of trial and error and R&D to get the products’ flavour right.

The beginning
About four years ago, Karia used to work in an IT company. Long working hours and hectic schedules meant that he never really had the time to sit and have a good nutritious meal or snack. “Everything available in the cafeteria was either unhealthy, deep fried or just not palatable enough to eat every other day. It was at that time that I realised that there was a major gap in the healthy snacking space for affordable, healthy but full of flavour food/snacks. That’s how the idea of All Heart was born. I launched it in October 2017,” he says.

Trial and error
From the very beginning, the entrepreneur wanted to give the customers a high quality, healthy and good tasting product. Therefore, he and his team started doing research in terms of what ingredients they could use that would enable people to get their daily dose of nutrition and keep them full for long hours. 

“After lots of trial and error, we locked in on using different types of seeds. The seeds that we use are really high in protein and energy, they are great antioxidants and full of fibre. They are really the biggest powerhouses of nutrition. Next we also wanted to make sure that the snacks were gluten free and thus started looking out for other binding agents. We narrowed down on oats which are among the healthiest grains in the world. Oats are loaded with important minerals like manganese, phosphorous, Vitamin B1 and B5. Using all the ingredients, we got a prototype in place and then with the help of a friend who is a baker, we finetuned the basic recipe,” Karia explains. 

Fun and tasty snacks
All Heart claims that their biggest USP is that they are a ‘fun and healthy’ snack. “We do not compromise on taste at all and make sure you get that same satisfaction eating our Peri Peri Seeded Crackers as you would get by eating some ‘chatpata chaat’.  At the same time, we use 100 per cent real seeds and oats. We do not use any maida (all purpose flour), wheat, any form of refined sugars or preservatives. Also, the health market in India is growing at a phenomenal rate and with different brands catering to different target groups, there is enough pie for everyone to take a bite of!” he quips.

For all buyers
The All Heart products are quite competitively priced for anyone who is looking to eat healthy and looking for a lifestyle switch. Their smaller packets are priced under Rs 100. “We are actively trying to educate the customer about our product, why we use the ingredients we do and their benefits so that they can make an informed choice about the food we consume. Today with the digital world and the amount everyone is travelling, we are exposing ourselves to new things everyday. If you give the right product without compromising on the quality at the right price, the consumers will appreciate it,” adds Karia.
 
Market growth
There are numerous reports and surveys that have indicated that the healthy packaged food market is slated to go up by 25 per cent in the next three-four years. “As of today, the urban consumer has not not only made a switch to healthier eating options but is also looking out for more organic, gourmet and preservative free options for themselves and their kids. Also today’s hectic, on-the-go lifestyle has carved the way for more convenient, budget friendly, tasty and healthy snack options that can also be a quick meal solution. India, a few years back, was never big on packaged food. But changed mindsets towards it has helped in the escalation of the healthy snack market,” informs Karia.  

Indulge on some days
And, yet there is no denying that everyone loves their samosa and roadside sandwiches once in a while! Karia, who himself indulges in them occasionally, says, “But I think people are making a conscious effort to switch to healthier eating. They are looking out for more budget friendly but healthier meal options. Getting someone, who wants to make a conscious decision to stay fit and healthy, to switch to eating healthy snacks/ meals is not difficult at all. With today’s long working hours and hectic lifestyles, people like to eat healthy at least once a day. Those samosa and sandwiches will always be here, saved for cheat days!”