Niblerzz launches vegan & no added sugar candies with Gravity Integrated

Niblerzz, a home-grown D2C brand co-founded by Sandhya Seshadri and Aashnee Gajaria, are aiming to reinvent the category with their ‘Niblerzz Real Fruit Gummies’, their first product in the candy portfolio. 

Gravity Integrated, the hybrid consulting and communications company has been given the integrated mandate for building the brand. 

The company said that the Indian candy market is at $1643.64 million and is expected to grow at a CAGR of 15.40% in value terms to reach $3661.68 million by FY 2026, owing to increasing disposable incomes bringing brand consciousness, inclination towards imported products, growing organised retail and e-commerce channels along with robust supply chain networks.

The emergence of premium candy segments and the entry of foreign players are further fuelling the candy market in India, as per the company. However, there is a lot of potential for the vegan and no added sugar candy segments that is currently untapped, it added.

Co-founder and Director of Niblerzz, Sandhya Seshadri, said, “Vitamin gummies have seen a massive boom in the Indian market. They have become a new and easy way to get one's nutrition. However, the joy and nostalgia that people of all age groups have for candies are completely lost. This is also because of the nasties that come with them. People are looking for candy that they can indulge in without thinking. We at Niblerzz wanted to bring back that joy of nibbling on candies guilt-free. Our products have no added sugar, no preservatives, all natural and are totally vegan and plant-based.”

Speaking on behalf of Gravity Integrated, Aastha Mantri – Managing Partner and Director of Client Relationships, said, “We are very excited to collaborate with Niblerzz. With people getting more and more conscious of what they're consuming, a brand like Niblerzz fits right into the need gap of candy that is tasty, vegan, all natural and gelatin free. As their integrated marketing solutions partner, together, our aim is to crack the D2C space with innovative ideas to drive sales and build a guilt free candy brand in the snacking space”

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