India, Sept. 15 -- Kids want a bar of chocolate, but parents want a healthier snacking option. For years, this has been one of the toughest equations for nutrition-conscious parents, who often found themselves negotiating tantrums in the kids' food aisle of every supermarket.

A new crop of Indian D2C brands believes it has found a way around that tug-of-war. Their proposition is simple: don't ask children to eat differently but make the food they already love better.

One example is Little Joys. It is betting that adding protein to a 'roti' is easier than getting a child to try a new food. The health and wellness platform launched a protein mix to add into the dough and batter for rotis, dosas and pancakes.

That's one example of how hea...