Bangalore: ITC’s Sunfeast has introduced its latest innovation in the biscuits category, Sunfeast Wowzers, a unique cracker designed to deliver an unparalleled snacking experience. With an indulgent 14-layer enrobed cracker design, Sunfeast Wowzers brings together superior crunchiness and delightful crème-filled flavours, making snack time a truly ‘Wow’ moment.
Recognizing ‘crunchiness’ as a key driver of consumer preference in crackers, Sunfeast Wowzers stands out with its innovative multi-layered structure. The brand introduces two indulgent variants—Cheese Crème Enrobed Cracker and Lemon Crème Enrobed Cracker—each offering a distinctive sweet and savoury twist, perfect for both homemakers looking for delightful treats and young adults seeking on-the-go indulgence.
To amplify the launch, Sunfeast has also rolled out a high-energy TVC campaign, conceptualized by Ogilvy, with the catchy tagline, “Iske Har Bite Mein Hai Wow!”.
Commenting on the launch, Ali Harris Shere, Chief Operating Officer, Biscuits and Cakes Cluster, ITC Ltd., said, “Sunfeast Wowzers is more than just a snack; it is a sensory experience that combines premium crunch with bold, delightful flavours. With this launch, we’re setting a new benchmark in the cracker category and catering to evolving consumer preferences.”
Puneet Kapoor, Chief Creative Officer, Ogilvy South, added, “The proof of the pudding—or in this case, the cracker—is in the tasting. Enter Wowzers, a cracker so thrilling it practically wrote its own script. With 14 crisp, flaky layers and a cheesy taste that’ll make your taste buds explode, this isn’t just a snack; it’s a whole mood. Naturally, we needed an idea as over-the-top indulgent as this groundbreaking creation. So, we went all out—a larger-than-life representation to match the cracker’s towering flavour profile. Because when it comes to Wowzers, subtlety is just not on the menu.”
Currently launched in Tamil Nadu, Kerala, Maharashtra, Andhra Pradesh, Telangana, West Bengal, and Gujarat, Sunfeast Wowzers will soon expand to other markets across India. The product will be available in general trade, modern trade, and quick-commerce platforms, ensuring accessibility for consumers nationwide.
