While visiting his wife Urvashi Srivastava’s ancestral home, Shrey Arora was able to taste some traditional snacks made by her. Nani make.sour Papadmouth watering Imri Tasty munchies with candies made of Chana sattu It was part of the items I prepared for welcoming my granddaughter’s husband to the Lucknow mansion.
During this time, Shrey was looking for food-related startup ideas, and his journey to Lucknow was an unexpected one. As he savored these dishes, he realized how much the market needed healthy snack options.
“Both Urvashi and I are big eaters. But we always try to make thoughtful food choices because health comes first. It’s not easy, said Shrey, co-founder and CEO of Ghaziabad, Uttar Pradesh, Trick or Treat Foods.
The company’s motto is to provide healthy snack options, especially for children, and revive nostalgic candies for adults. There are so many candies and snacks out there that are packed with chemicals, unconsciously, we consume so much junk that we are especially exposed to these chemical laden candies from an early age. These are the children who are
Incorporated in February 2022, the brand has the tagline “No Tricks Only Tasty Treats.”
The duo admit that it took them some time to come up with a product that was not only healthy but also had a decent shelf life.
homage to grandma
An engineering graduate with an interest in more creative design, Urvashi now manages the company’s design department. Shrey completed both her BTech and his MBA and he worked in sales and marketing for over three years before starting Trick or Treat.
The venture was started in hopes of being able to maintain the Urvashi family’s traditional recipes. she says, “Nani She was very happy when we found out we were starting a company to sell her snacks. Her recipe was followed perfectly but she had to make minor changes as she doesn’t last long at room temperature. With the help of a food consultant, she modified her recipe without altering it. “
It took the team 45 days and 30 iterations to come up with the first product. This is currently mango, mango, Kacha Ampineapple, strawberry, pink guava, Imri.
“No refined sugars, preservatives, sulfites, colors or artificial flavors. Only high quality, chemical-free fruit, jaggery and spices. For roll-up candy. , using a preservative that uses lemon juice, can provide a shelf life of up to seven months.Making candy with less water is another way to extend shelf life,” says Shrey. increase.
The fruits used in manufacturing are sourced directly from South Indian farmers. The founders say only export-quality fruits are selected to ensure quality and consistency.The frozen pulp of these fruits (stored at -18 degrees Celsius) is used to make candy. .
The company has approximately 16 full-time employees who are involved in lab activities, product processing and shipping. The company’s products can be purchased directly from its website, social media pages, Amazon or Indiamart. It is also sold in select retail outlets around big cities such as Bangalore, Mumbai and Delhi. “It is very difficult to convince retailers. They are reluctant to introduce new branded products,” he said.
However, the founders are working with brands like Flipkart, Zomato and Swiggy to increase their online presence.
Apart from fruit rollups, the brand has introduced Coco Energy Bars. Chana sattu, Serve with sweet dates and jaggery. “Most young people and adults are leaning towards energy bars right now. We planned to use another recipe in our family to give it a healthy twist. Chana sattu It is a protein-rich item commonly used in Indian kitchens. Almost 85% of this protein he bar is made of this ingredient, with the remaining 15% being jaggery and dates,” he explains Urvashi.
She also added that protein bars have become best sellers.Mango and strawberry flavors are also popular. “Most of our buyers are teenagers and their mothers looking to provide healthy snack options for their children and themselves,” she says.
“I really liked the sweet and sour taste of the mango roll-up. aam-papad It’s full of color and preservatives,” writes Bawna, a customer of the Trick or Treat website.
“We take great pleasure in receiving feedback from our customers. We are thrilled that at least some people remember their childhood after tasting our products. or my Nani who absolutely loves it
buy their products here.
Edited by Rao Yoshida. Photo credit: Urvashi Srivastava.
