Mumbai: Tata Soulfull has announced the launch of its newest product innovation: Ragi Bites Crème Wafers. With the catchy tagline “No Junk, Creamy Crunch”, the brand is positioning the offering as a tasty-yet-wholesome snacking choice that aims to appeal to both kids and their parents.
The new Ragi Bites Crème Wafers are formulated to challenge prevailing assumptions that tasty snacks can’t be nutritious. Made with no maida, crunchy jowar, and a flavourful crème filling, the product caters to the evolving expectations of today’s families, where children are the end consumers, and mothers are often the primary decision-makers.
To meet varied consumer needs, the wafers are available in two price points: a Rs. 5 (10g) pack in Cheese and Chocolate variants for on-the-go snacking, and a Rs. 50 (50g) multi-serve pack in four flavours—Cheese, Chocolate, Strawberry, and Orange—designed for home consumption and family sharing.
As part of its go-to-market strategy, Tata Soulfull will run a tag-on message to its Choco Sticks TV ad, targeting kids’ entertainment channels. The launch is also supported by in-store visibility and sampling campaigns, aimed at educating parents and creating excitement among young snackers.
Speaking on the launch, Rasika Prashant, Chief Marketing Officer at Tata Soulful, 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.”
As part of the Tata Consumer Products portfolio, Tata Soulfull is reinforcing its mission to make traditional millets like ragi and jowar more accessible and desirable for modern consumers. With Ragi Bites Crème Wafers, the brand continues to drive its larger agenda of promoting mindful, nutritious snacking in a fun and flavourful format.
