India-based To Be Honest (TBH) specialises in fruit- and vegetable-based snacks and was acquired by conglomerate Sanjay Ghodawat Group (SGG) in 2023.
Operated under its FMCG arm, Ghodawat Consumer Limited (GCL), the acquisition aims to position TBH as a leading brand in the global healthy snacking space.
“GCL exports to over 17 countries and actively participates in international expos and exhibitions such as Gulfood. TBH has strong potential to thrive beyond India and we are planning to position it in the global markets soon,” said GCL CEO Salloni Ghodawat.
“Plant-based snacks are rapidly gaining traction, and TBH is at the forefront of this shift with our 100% real fruit- and vegetable-based offerings that resonate with today’s health-conscious consumers.”
Snackification and wellness
According to data analytics firm Euromonitor, snackification is gaining global momentum, aligning with TBH’s wellness and clean label focus.
“The growing trend of snackification – where people seek convenient, single-serve options with high nutritional value – is fuelling demand,” said Ghodawat.
She noted that today’s consumers are making more mindful choices based on their nutritional goals and lifestyles, helping drive TBH’s growth.
“TBH has gained popularity within just a few years of its launch as unique formats often appeal to a growing demographic seeking healthy snacking alternatives.
“We have noticed TBH’s visibility has increased significantly in retail spaces, as consumers are expressing a strong interest in healthy snacking when given a choice between traditional snack alternatives.
“They found it nutritious, delicious and satisfying without any guilt of cheating on their fitness routine,” observed Ghodawat.
What is snackification?
Snackification refers to the growing trend of replacing traditional meals with smaller, more frequent eating occasions.
Driven by convenience and changing lifestyles, consumers – especially younger ones – are seeking nutritious, snack-format products that meet their dietary and functional needs. (Source: Euromonitor International)
Real fruit and vegetables
According to Ghodawat, TBH selects ingredients based on nutritional value, taste appeal, and market demand – a combination that allows the brand to balance health benefits with consumer preferences.
“TBH offers a wide range of snacks, including 10-minute snack recipes made from 100% real vegetables – so you can bite into them guilt-free,” said Ghodawat.
“Made using innovative vacuum-cooking technology, our snacks retain the natural colour, nutrients, and fibre of raw vegetables while using 50% less oil than traditional deep-fried chips. TBH crunchies are gluten-free, contain no artificial additives, and support better gut health through clean, honest ingredients,” Ghodawat said.
The brand shares quick, customisable recipes on social platforms like Instagram to increase consumer engagement.
For example, TBH Tangy Chickpea can be paired with chopped onions, tomatoes, and chillis for extra kick.
The Taro Bite can be baked together with cheese, capsicum, onion, and corn.
To meet rising demand, TBH will soon launch Mix Veggie Chips with a variety of flavour options.
“At the same time, we’re expanding into functional foods by incorporating added health benefits into our snacks. Together, these initiatives are helping TBH lead the way in a rapidly evolving, consumer-driven snacking landscape,” said Ghodawat.
