Couple Flip Grandma’s Recipes into Wholesome Fruit Snacks Biz


Whereas visiting his spouse Urvashi Srivastava’s ancestral residence, Shrey Arora bought to style a number of the conventional snacks her nani made. Tangy aam papad, mouth-watering imli sweet and yummy munchies made from chana sattu had been a number of the gadgets she ready to welcome her granddaughter’s husband to her Lucknow residence. 

Throughout this era, Shrey was on the lookout for a meals startup concept and his journey to Lucknow proved serendipitous. Whereas savouring these dishes he realised how a lot the market wanted wholesome snack choices.

“Each me and Urvashi are big-time foodies. However we at all times take care to make considerate consuming decisions as well being comes first. However it’s not very straightforward to search out manufacturers that promote wholesome immediate meals and snacks. Many are arising claiming that their merchandise are wholesome however after we dig up the record of substances it proves in any other case,” says Shrey, the co-founder and CEO of Trick or Deal with Meals, primarily based in Ghaziabad, Uttar Pradesh.

The motto of the corporate is to supply wholesome snacking choices, particularly to children, and convey again nostalgic candies for adults. “The market is flooded with candies/snacks loaded with sugar, synthetic colors, flavours, preservatives and numerous different chemical compounds. Unknowingly, we’re consuming a lot junk, particularly children, who’re uncovered to those chemical-laden candies from a younger age,” shares Urvashi, the co-founder.

The model, which was integrated in February 2022, has the tagline: ‘No Tips Solely Tasty Treats’.

Urvashi and Shrey -- the co founders with the products by Trick or Treat
Urvashi and Shrey with the merchandise by Trick or Deal with.

The duo admit it took them some time to provide you with merchandise which weren’t simply wholesome however had an honest shelf-life too. And the lockdowns additional put a spanner of their plans. 

A tribute to grandma

Urvashi, an engineering graduate, was extra enthusiastic about inventive designs and now manages the corporate’s design division. Shrey, accomplished each BTech and MBA and labored within the gross sales and advertising and marketing subject for greater than three years earlier than beginning Trick or Deal with.

The enterprise kicked off within the hopes that they may maintain on Urvashi’s household’s conventional recipes. She says, “Nani was so joyful when she got here to know that we’re beginning an organization that sells her snacks. She’s 78 and might’t journey a lot distance however she is the rock of our startup. Her recipes had been adopted utterly, however small adjustments had been to be made as these can’t final lengthy at room temperature. We took assist from a meals guide to change the recipes with out altering them.”

Neera Srivastava -- Urvashi's nani with the snacks by trick or treat foods.
Neera Srivastava — Urvashi’s nani with the treats.

It took 45 days and 30 trials for the crew to provide you with their first product – a fruit roll-up that’s now out there in six flavours: mango, kacha aam, pineapple, strawberry, pink guava and imli. 

“No refined sugar, preservatives, sulphites, colors or synthetic flavours are utilized in its making. Solely high quality, chemical-free fruits, jaggery and spices are used. Within the case of sweet roll-ups, lemon juice is the preservative we use which might present a shelf-life of as much as seven months. Manufacturing the candies with much less moisture is one other methodology of accelerating its shelf-life,” says Shrey.

The fruits used within the making are immediately sourced from farmers in South India. The founders say that solely export-quality fruits are chosen to make sure high quality and consistency. The frozen pulp of those fruits (saved at -18 diploma celsius) is used within the making of candies.

The Fruit Roll-ups by Trick or Treat Foods
The Fruit Roll-ups by Trick or Deal with.

The corporate has round 16 full-time workers, engaged in lab actions, processing and dispatching the merchandise. Their merchandise might be bought immediately from the web site, social media pages, Amazon or Indiamart. They’re additionally present in sure retail shops round metro cities like Bengaluru, Mumbai and Delhi. “It’s very difficult to persuade the retailers. They’re reluctant to soak up merchandise from new manufacturers,” shares Urvashi.

However the founders need to collaborate with manufacturers like “Flipkart, Zomato and Swiggy” to extend their on-line presence.

Other than the fruit roll-ups, the model has launched Coco Power Bars whose fundamental ingredient is chana sattu, together with dates and jaggery for sweetness. “Most children and adults are inclined in the direction of power bars now. We deliberate to offer it a wholesome twist through the use of one other recipe from our household. Chana sattu is a protein-rich merchandise, generally utilized in Indian kitchens. Nearly 85 per cent of this protein bar is made from this ingredient and the remaining 15 per cent is jaggery and dates,” explains Urvashi.

Coco Energy Bars by Trick or Treat Foods
Coco Power Bars by Trick or Deal with.

She additionally provides that the protein bars have change into best-sellers. Additionally, mango and strawberry flavours are buyer favourites. “Majority of our patrons are youngsters in addition to moms who attempt to present wholesome snacking choices for his or her children and for themselves,” she notes.

“Actually cherished the candy and bitter flavour of mango roll-up. The packaging is so cute and the style is best than native aam-papad that’s crammed with colors and preservatives,” writes Bhawna, a buyer on the web site of Trick or Deal with.

“It offers us immense pleasure when clients share their suggestions with us. It’s touching to know that at the very least a few of them bear in mind their childhood after tasting our merchandise. I even share a few of these with my nani who completely loves it,” gushes Urvashi.

Purchase their merchandise right here.

Edited by Yoshita Rao; Picture credit Urvashi Srivastava.


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