TagZ Foods, a snack brand has has roped in Indian cricketer Shikhar Dhawan as investor and brand ambassador.

The company said its brand brand partnership aligns well with Dhawan’s focus on fitness and active lifestyle choices. Dhawan, known for his dynamic batting style, passion for fitness and strong appeal among young consumers, is a perfect fit for TagZ Foods, that is committed to providing fitter snacking experiences, it said.

“As a sportsman, I understand the importance of eating better and leading an active lifestyle. I am excited to be a part of TagZ Foods’ journey as it leapfrogs into its next orbit of growth and expansion. This is a deep and long-term partnership in my dual role as investor and brand ambassador at TagZ,” said Dhawan.

Founded by Anish Basu Roy and Sagar Bhalotia in 2019, TagZ Foods manufactures popped potato chips with 50% less fat, international gourmet dips and a range of centre-filled cookies. The startup leverages food technology to make potato chips that claim to have no cholesterol, transfat, artificial colors, or preservatives.

“He embodies the values that we stand for – better eating, fitness and an active lifestyle. His association with TagZ Foods in his dual capacity as investor and brand ambassador is deep integration into our brand’s mission,” Roy, Cofounder of TagZ Foods said.

TagZ has registered a 30 times increase in volumes in the last 18 months. It focuses on the top 30-40 million households of the country through an omnichannel strategy that includes a network of 5000 retail stores, and availability in over 30 ecommerce platforms such as Swiggy Instamart, Zepto, Blinkit amongst others serving consumers across 22 cities. TagZ products are also available in international markets like Kuwait, Dubai, Maldives and Australia.The Bengaluru-based TagZ Foods counts Dexter Angels, Agility Ventures, Venture Catalysts, along with Ashneer Grover, Namita Thapar, Rannvijay Singh, Arjun Vaidya as its investors.