Mumbai: New Age snacking brand Too Yumm! from Guiltfree Industries, a part of the FMCG division of the RP-Sanjiv Goenka Group bids to rekindle the spirit of innovation and taste in the snacking category with this tantalizing and exhilarating new flavour - Too Yumm! BHOOT Chips. Infused with the searing heat of India's spiciest Chilli, Bhut Jholokia, Too Yumm! attempts an exceptional collaboration that marks an industry-first; teams up with India's pioneer hot sauce brand, Naagin, to deliver an unparalleled snacking experience that tantalises the taste buds and ignites the senses.
Too Yumm! and Naagin, both catering to the preferences of today's vibrant and dynamic youth, have united to create an exceptional product that not only boasts intense heat but is also astonishingly delectable, making it impossible to resist. Not content with revolutionising just the product, Too Yumm! has infused innovation into every aspect of BHOOT Chips. From its distinctive flavor and eye-catching packaging to its evocative name and holistic digital-first approach, the brand has orchestrated an immersive snacking experience.
Guiltfree Industries flagship brand; Too Yumm has carved out a niche for itself in a cluttered market through very disruptive product format and flavour innovations. The Group has 50,000 employees worldwide and over 500,000 shareholders. Over the years, Too Yumm has pioneered many innovations like Multigrain Thins, Wasabi Foxnuts, Dahi Papdi Chaat Chips, Noodle Masala Karare etc. Too Yumm Brands like Karare, Multigrain Chips, Rings and Veggie Sticks, etc are household names now. The year 2021, marked Too Yumm’s entry into the mass segment of Potato chips & the company has seen immense success with this launch over the last two years- with Too Yumm Chips crossing the 100 Cr mark within just 15 months of Launch. The snacking category in India is large with an estimated size of 30,000 Cr annually and Too Yumm is one of the fastest growing brands in this space clocking high double-digit growths and expanding its market footprint every year. With a reach of more than 3 Lakh outlets across India, Too Yumm caters to a diverse audience with its offerings across the length and breadth of the nation.
Indiantelevision.com in an email interaction with vice-president of marketing, RP Sanjiv Goenka Group of FMCG division, Yogesh Tewari, spoke on the launch of the Bhoot Chips, in branding association with Bigg Boss and much more.....
On launchingToo Yumm ! Bhoot Chips. What instigated you to associate with Naagin sauce? What kind of specific nuances were kept in mind during the creation of BHOOT chips?
Too Yumm! always aims to cater to the preferences of today's robust and dynamic youth. This time, we collaborated with Naagin to create BHOOT Chips, an exceptional product that not only boasts intense heat but is also astonishingly delectable, with the inclusion of India’s spiciest chilli - Bhut Jholakia, making it impossible to resist. Too Yumm! and Naagin have tried to ingrain innovation in every part of this chip from its distinctive flavor and eye-catching packaging to its unique name. With the holistic digital approach, we aim to give its consumers an immersive snacking experience.
On Bigg Boss being the tentpole property for colors, today in - Branding is more nuanced, How have you gone about integrating the brand in the BIgg Boss house? Why was this particular show chosen to launch the product?
The platform’s association with Too Yumm! as a “co-powered by” sponsor aimed to leverage the show’s popularity to reach out a wider audience and introduce them to the delicious and fiery taste of BHOOT chips. Our partnership with Bigg Boss was the perfect fit for Too Yumm! Since the show is known for its suspenseful content and received a great response, we ensured to leverage this season with a bit of spice and jhatka. As the show got extended, it fell into the right window to launch a product. We also clouted on the properties inside the house, such as a dedicated Too Yumm! Bhoot chips corner. Through this interesting task with Bigg Boss contestants, it was a first-of-its-kind product activity in India through an OTT property at the finale episode. Given the show's context of contestants residing within a house, the association with an FMCG brand like Too Yumm! was organically aligned with the essential need for food
With the expansive reach of JioCinema, it effectively amplified our presence among the dedicated followers of these influencers. We utilised the content generated by them across our social media channels, thereby extending our reach.
On the media mix for this campaign? Today digital is the go-to for most brands so what would be your spends on digital?
To engage with our customers, we have used a combination of classic marketing and modern media tactics. Given our TG’s primary source of media consumption is shifting heavily towards digital, 70% of the marketing budget was allocated to digital platforms, including OTT platform (JioCinema) and social media. The remainder was divided between out-of-home (OOH) advertising and on-ground activations. Core theme of the campaign is landing on our brand proposition of ‘Jhatka Yaad Rahega’ which essentially brings out the tasty and spiciness of Bhoot Chips.
On the retail expansion plan are you looking at (through online, offline, marketplaces, EBOs, franchise outlets, in-store etc.)? Your vision and way forward for Too Yumm!
Launch has kick-started with traditional trade and will be followed by Modern trade and E-com. Naagin will also list this onto their own platform.Too Yumm! will continue to bring innovative and disruptive offerings to delight our consumers. Watch out for many more stuff in coming months.
