Tasty Nibbles has appointed Milind Soman as its brand ambassador as part of its plans to accelerate pan-India expansion, with a strategic focus on its canned tuna portfolio.
Owned by HIC-ABF Special Foods, the brand said the partnership aligns with its positioning around health, convenience and nutrition. Known for his fitness-driven lifestyle, Soman will front campaigns aimed at promoting tuna as an accessible everyday protein choice for health-conscious consumers.
The company highlighted the nutritional value and convenience of its canned tuna range, positioning it as a ready-to-eat option suitable for salads, sandwiches and quick meals. Through the campaign, Tasty Nibbles aims to expand tuna consumption beyond niche audiences and drive wider adoption across Indian households.
“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.
Founded in 2001, HIC-ABF Special Foods offers more than 400 SKUs across categories, including seafood, ready-to-eat meals, frozen foods and grocery products, with exports to over 30 countries. The brand is available through its official website and major e-commerce and quick commerce platforms, including Amazon India, Flipkart, BigBasket, Swiggy Instamart, Blinkit, and Zepto.
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