New Delhi, Sept. 24 -- Urban Indians' appetite for healthier snacking is growing-and no food is off limits as snack-makers race to cash in on the trend.

After whole wheat and superfood makhana, it's millets-jowar, raagi, bajra, ramdana, cheena, and saama-on their radar.

This week, PepsiCo's Kurkure brand launched jowar puffs, marking a significant move as the first national brand to offer a millet-based product for adults at the mass-market prices of Rs.10 and Rs.20. The company's bet is that consumer habits have shifted to create a demand for what it calls "mindful snacking."

"During the covid-19 pandemic, we saw an acceleration of the trend of going back to traditional wisdom," said Aastha Bhasin, PepsiCo India's marketing director f...