Mumbai: ITC Sunfeast YiPPee! an instant noodles and pasta brand delighted devotees with 56 recipes of YiPPee! noodles at Puri Rath Yatra, with YiPPee! Chappan Bowls. To set the festive mood and elevate the overall experience, the brand has also set up a fully functional Beach Cafe at the heart of Puri beach.

Every year during the nine-day Puri Rath Yatra festival, the city comes alive with devotees gathering to see the grand procession of Lord Jagannath. A spirit of celebration sweeps the entire state as people prepare for the yatra with devotion and excitement. Yippee! has been an integral part of this iconic event for the past few years, actively supporting and enriching the culinary experience of the countless devotees.

Drawing inspiration from the traditional Chappan Bhog concept, YiPPee! introduced 56 noodle recipes, showcasing the brand's versatility and creativity. This innovative approach aimed to capture devotees' attention by demonstrating the many delightful ways YiPPee! noodles can be enjoyed. Adding to the excitement, Odisha's very own MasterChef, Smrutisree Singh and Abinas Nayak, graced the inaugural event on July 8th. They each prepared a special dish—Smrutisree's Spicy Sizzler and Abinas' Noodle Rostti with Masala Topping  — using YiPPee! noodles, enticing the crowd. The YiPPee! Bowl-inspired café, amped up the experience, as friends and families could engage in additional fun activities at the café or relax by the beach while savouring their favourite YiPPee!.

Speaking on the occasion, ITC Ltd vice president & head of marketing, snacks, noodles & pasta, ITC foods Suresh Chand said "Puri Rath Yatra is a revered religious tradition in Odisha, attracting devotees from far and wide. Drawing inspiration from the traditional Chappan Bhog, YiPPee! curated 56 varieties, each representing a unique way to enjoy YiPPee! noodles. The YiPPee! Bowl Café at Puri Beach was an exciting way to connect with our audience, offering them an engaging activity that showcases the joy and versatility of our brand.”