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Tata Soulfull reinvents kid’s snacking with Ragi Bites Crème Wafers
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Saturday, 10 May, 2025, 12 : 00 PM [IST]
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Our Bureau, Mumbai
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Tata Soulfull, a pioneering brand in 'good-for-you' millet-based products, unveils its latest innovation – Ragi Bites Crème Wafers. Designed to redefine snacking, this exciting new treat delivers a perfect balance of great taste and wholesomeness. At the heart of this launch is the compelling tagline ‘No Junk, Creamy Crunch’, effectively capturing the product’s core proposition. The communication strategy aims to drive awareness, establish the wafers as a snacking option, and create a strong brand narrative that resonates with both children and parents alike.
Challenging the notion that tasty snacks lack nutrition, it introduces a unique and wholesome proposition: No Maida, Crunchy Jowar, and Delicious Flavour Filling. Understanding the complex snacking landscape—where children are the primary consumers and mothers serve as key decision-makers—the brand has carefully formulated a product that is both tasty and wholesome.
To cater to different consumption needs, it come in two distinct packaging options, 10 gm pack – Pocket-friendly, available in Cheese and Chocolate flavors, and 50 gm multi-serve pack – Ideal for families, available in cheese, chocolate, strawberry, and orange flavours. This strategic pricing and variety ensure accessibility across different consumer segments, making wholesome snacking an everyday choice.
It is committed to ensuring strong visibility and engagement for the new product. The brand is adding a tag-on message to its existing Choco Sticks TV ad and airing it on kids’ channels, alongside extensive in-store visibility and sampling activities to educate and excite its target audience.
Rasika Prashant, CMO of Tata Soulfull, said, "In today's rapidly evolving consumer landscape, parents are actively seeking wholesome snacking options for their children. Ragi Bites Crème Wafers is an initiative to cater to this need. We've invested significant research and development to create a product that is wholesome and delivers on taste, affordability, and convenience. We're rewriting the narrative of what a ‘wholesome snack’ can be for the next generation of Indian consumers."
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