Shellz stories

Stories worth a bite.

The treats that changed the category, and what we've learned along the way.

The Shellz storyWe didn't build Shellz to fit the category.A cone that never melts. Sticks you dip. Cereal in a bar of white choco. The story of Shellz is a story of formats nobody asked for, until they couldn't stop asking for them.Read the story →
Perspectives · Kapil GargWhy distribution is still the biggest challenge for Indian FMCG brands.Making a great product is only half the job. The real test begins when that product has to reach the shelf, exactly when someone wants it.Read the story →
Hugs · Push-Up-The-ConeWafer cone. Milk cream. Chocolate. Oh, yes!Why Hugs Push-Up-The-Cone is a must-try for kids who like a little fun with their snack.Read the story →
Hugs · American CowSnack smarter. Say hello to crunch.Meet Hugs American Cow: crispy cereal and creamy white choco in one bar, and a little something to look forward to at snack time.Read the story →
Hugs · Dip SticksChocolate dip + crunchy biscuit sticks = the ultimate snack combo.Some snacks are eaten. This one is experienced. Dip, bite, repeat.Read the story →