Kolkata :
Tata Soulfull, a brand from Tata Consumer Products and a pioneer
in the ‘better-for-you’ packaged foods space, has unveiled its latest
innovation in the kids’ snacking category – the all-new and improved Ragi Bites No Maida Choco. Now more chocolatey, crunchier, and made with
zero palm oil, this millet-rich snack offers the perfect blend of taste and
nutrition, all with the brand’s promise of no
maida and no junk. This further strengthens the brand proposition of taste
first and nutrition forward. This launch marks a significant step in Tata
Soulfull’s journey to transform kids’ snacking with clean, delicious, and
engaging formats. With 25% crunchy
millets, this guilt-free snack is loved
by kids and trusted by parents, blurring the lines between breakfast and
snacking in a fun way.
To elevate snack
time into a fun-filled adventure, every pack
now comes with a QR code that unlocks a thrilling new digital game, the “Ragi Rally” starring Tata Soulfull’s
mascot, Cruncha Muncha. Kids can
join him for exciting games filled with excitement, laughter, and milestones.
As part of the
“Scan & Win” consumer promo, kids
can enter to win a grand trip to Singapore,
a dream destination packed with family-friendly attractions, thrill rides, and
unforgettable memories. Alongside the grand prize, weekly winners can also take-home
gaming consoles and bicycles, making
every bite of Ragi Bites a chance to win big and bond with Cruncha Muncha.
In a
first-of-its-kind move, Tata Soulfull is bringing Cruncha Muncha to kids’ screens through an in-show cartoon integration. The beloved snack buddy will feature
in special animated segments within episodes of Nickelodeon’s hit show Chikoo aur Bunty, delivering laughter, lessons,
and the brand’s core message of nutritious snacking in a format children naturally
love.
This marks Tata
Soulfull’s bold foray into character-led
storytelling, making Cruncha Muncha more than just a mascot, he’s now a snack-time
hero and a trusted buddy for kids across India.
The upgraded
product comes with all-new vibrant
packaging, designed to stand out on shelves and instantly appeal to kids.
Cruncha Muncha takes centre stage on every pack, making the product both
playful and instantly recognizable. To amplify visibility and drive
participation, a full 360-degree marketing campaign is underway, including TV commercials,
digital films, influencer engagement, and in-store activations— all leading up to
the national promotion and nationwide promo visibility.
Speaking about
the launch, Rasika Prashant, CMO, Tata Soulfull,
said “With No Maida Choco, we are
taking our No Junk promise a step further. This product has been developed keeping
in mind the preferences of children as well as the concerns of parents,
delivering a deliciously chocolatey experience that kids crave, without
compromising on clean, wholesome ingredients parents can trust. The integration
of Cruncha Muncha into a beloved kids’ show and the launch of a nationwide
consumer promo make this one of our most ambitious and engaging campaigns to
date. What makes this campaign truly special is the world we’re building around
it —Cruncha Muncha now lives on-pack, on-screen and online.”
Tata Soulfull
continues to lead the way in reimagining traditional Indian millets for modern
families through taste, innovation and storytelling that resonates with
consumers.
You can
watch the TVC here: https://www.youtube.com/watch?v=I1yMIkvSILc
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