Swiggy’s 15-minute food delivery platform, Snacc, has ended its partnership with Blue Tokai Coffee Roasters just a few months after launch. The collaboration, announced in January 2025, was designed to offer quick deliveries of Blue Tokai’s specialty coffee to Snacc users. However, internal sources revealed that the tie-up was short-lived due to fundamental disagreements over pricing models, product assortment, and operational strategy.

Insiders report that both companies struggled to align on a unified menu and pricing framework. While Blue Tokai aimed to highlight specific products, Swiggy appeared to favor a different, possibly more standardized approach, leading to an impasse. As a result, Blue Tokai products have quietly disappeared from the Snacc app.

Though Blue Tokai declined to comment and Swiggy has not issued an official response, industry analysts see the move as part of a larger strategic shift. With competitors like Zepto Café and Blinkit’s Bistro rapidly scaling their in-house food and beverage offerings, Swiggy may be moving towards vertical integration by emphasizing its own dark kitchen brands—offering more control over margins, quality, and supply chains.

The exit comes despite Blue Tokai’s co-founder Matt Chitharanjan initially expressing optimism about the rapid delivery model. However, sustaining the partnership in a competitive, fast-paced space proved challenging.

As the quick commerce landscape evolves, Snacc’s pivot could signal Swiggy’s intent to compete more directly with rivals by consolidating offerings under its own ecosystem. However, this trend has also sparked debates around fairness and competition in the food delivery industry.