Chef crafted instant foods brand Yu has announced Hardik Pandya as investor and brand ambassador. Pandya and Yu have entered into a long-term association to promote the brand in India as well as overseas.

Founded by Bharat Bhalla and Varun Kapur, Yu is making packaged foods healthier by providing consumers easy meals that are made using 100% natural ingredients and contain absolutely zero preservatives! The brand offers 14 SKUs across pasta, cup noodles, hakka noodles, oats and halwa categories that can be made in 5 minutes by simply using boiling water. The homegrown brand recently closed its Series A fundraise, led by Ashish Kacholia and Asian Paints Family in October 2022.

Yu will launch its maiden brand campaign during the IPL 2023 season. The campaign will be spearheaded by Pandya and will focus on highlighting Yu’s brand proposition – packaged foods that are chef crafted made using zero preservatives that allow young and aspiring Indians to not compromise on health, quality, taste or convenience! Yu offers healthier easy meals that are not only 100% natural but also retain their aroma, taste and nutrition despite being packaged.

Pandya said, “What Bharat and Varun have done at Yu is truly exceptional! To make packaged foods without any chemicals or preservatives that still taste as good as fresh is remarkable. Yu is a highly purpose driven brand that is bringing a revolution in the packaged food space through its diversified product categories. I am extremely pleased to associate with Yu and spread awareness around its wholesome and nutritious easy meals that are healthy as well. Proud to be part of this 100% homegrown brand – Make in India for the world!”