Cherian Kurian, Managing Director, Tasty Nibbles, said India remains at an early stage in tuna consumption, while Milind Soman joins the brand’s expansion strategy focused on health conscious convenience food buyers.
New Delhi, 13th May 2026: India’s health focused convenience food segment is seeing fresh competition as Tasty Nibbles announced actor and fitness advocate Milind Soman as its brand ambassador alongside plans for accelerated national expansion with a strategic focus on canned tuna.
The move signals the company’s attempt to expand tuna consumption beyond niche urban demand and position it as an everyday protein option for Indian households.
Cherian Kurian, Managing Director, Tasty Nibbles, said the company sees significant headroom for growth in India’s tuna market despite global popularity of the category.
“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,” he said.
The announcement was made at the company’s brand ambassador event in New Delhi, attended by company executives, distributors, industry stakeholders and representatives from e commerce and quick commerce platforms
Kurian said per capita tuna consumption in India remains significantly low despite the country’s population scale, creating room for category development if consumer adoption improves.
Milind Soman 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.”
The company is positioning its canned tuna portfolio around convenience, highlighting the product as cleaned, cooked and ready to eat, with usage across salads, sandwiches, rolls and other meal formats.
Tasty Nibbles said the campaign aims to shift tuna from a limited category into a more regular food choice for health conscious consumers.
HIC ABF Special Foods, the parent company behind Tasty Nibbles, was incorporated in 2001 and manages more than 400 SKUs across seafood, ready to eat products, grocery and frozen food categories.
The company said its products are exported to more than 30 countries, while Tasty Nibbles currently holds over 85 percent share in India’s canned tuna segment.
Its product availability spans its direct website, e commerce marketplaces and quick commerce platforms across India.
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