Most confectionery companies start with a flavour. We started with a question: what if the way you eat a treat is the treat?
That question has shaped every product we’ve made since 2012. It’s why our shelf looks a little different from everyone else’s, and why kids ask for our products by name instead of by colour.
It started with one centre-filled chocolate.
In 2012, the first Hugs was a smooth chocolate shell with a creamy centre. Simple, familiar and done properly. It taught us the first rule of Shellz: a new idea only works if it still tastes like something you already love.
Then we started playing with the format.
2014: Dip Sticks. Crunchy biscuit sticks and a cup of smooth chocolate dip. It was one of the first products in India to make snacking interactive: pick a stick, dip it in cream, crunch. Snack time became a small event.
2017: Mad Hearts. Jelly, but heart-shaped and fruity, made to be shared (or traded) at the back of the school bus.
2019: Push-Up-The-Cone. An ice cream cone that never melts, and its cup keeps the wafer crisp and unbroken for 12 months. A wafer cone, milk cream, chocolate and biscuit bits, and a push from below that brings up the next bite. The “how does this work?” moment is part of the fun.
2020: Whistler. A treat you can play.
2021: Coconut Joy. Tropical goodness meets chocolate in one bar.
2024: American Cow. Crispy cereal and creamy white choco in one bar. Two textures in one bite, and it keeps winning hearts.
Global ideas. Indian understanding.
Many of our ideas start with what’s working in snacking around the world. None of them ship until they make sense for India: the tiffin, the 4 pm chai break, the Diwali box on the table, the corner store that’s open late.
That’s why our treats are built for the real India. We make them for the kirana counter as much as the modern retail shelf, the quick-commerce app and markets beyond India.
A new chapter: Tosca.
In 2026 we brought Tosca to a new generation. Tosca is taste first, with better-for-you choices built in. Oat Choco brings real oats and creamy white chocolate together, and there’s more on the way.
Four categories, one obsession.
Today, Shellz makes 100+ products and 300+ SKUs across baked treats, chocolates, jellies and candies. The portfolio has grown. The obsession hasn’t changed: revolutionising snacking, one format at a time.
We didn’t build Shellz to fit into the category. We built it to change it. And we’re only getting started.