~It’s time to switch to Karare, a perfect blend of health and taste ~


Bahar se Tedha, Andar se Seedha!

December 2018:  Too Yumm! – the FMCG brand of the RP-Sanjiv Goenka Group has unveiled its newest snack product range – Karare. Aptly tagged- ‘Bahar se Tedha, Andar se Seedha’ – on the same platform of ‘baked and not fried’.   So you can satiate your hunger pangs guilt free with the new lip- smacking Karare.

Karare is available in 5 variants – Chilli Achari, Garlic Peri Peri, Munchy Masala, Noodle Masala and Southern spicy. With 40 percent less fat, Karare has been introduced with an aim to put an end to the constant battle between health and taste. Karare’s rich flavours promise to give you new snacking options without compromising on your health.

Mr. Sanjiv Goenka, Chairman of RP-Sanjiv Goenka Group, commenting on the new launch said, “We are excited to introduce the all new Karare range.  A unique offering in the snacking category, this launch will yet again break the myth that healthy cannot be tasty. The whole new range from Too Yumm! furthers our commitment to offer an irresistible snacking options that are completely baked and not fried.”

Anupam Bokey, VP Marketing (CMO) RP-SG FMCG said, “Consumers are more receptive to products that they can relate to.  This has driven us to introduce Karare, where we have pushed the taste to a higher level, while still staying true to the core promise of Too Yumm! which is ‘baked not fried’.  We believe this will make our product offering more mainstream and appeal to a much wider set of consumers.  Our campaign idea of ‘Bahar se Tedha, Andar se Seedha’ captures the thought of being tasty from outside while still being healthy from inside, very succinctly.”

Sharing inputs on the launch of the product, Amer Jaleel –CCO and Group Chairman, MullenLowe Lintas Group said, “Too Yumm! continues its relentless march towards healthifying snacking. This time the bastion, the ‘tedha’ pack. Our take is no problem, you can love the taste of this tedha snack, only see to it that it’s ‘seedha’ i.e, healthier from inside. Virat delivers yet again for us, tedha tongue firmly in cheek”.

Adding to that, Virat Tandon – Group CEO, MullenLowe Lintas Group said, “It is great to see how a challenger brand has successfully made a place for itself in the category by introducing newer snacking formats with a clear differentiator of being healthier yet tasty. Introducing Karare is a strategic move to grow the brand rapidly by introducing a healthier version of the product that is the mainstay of the category. The campaign simply positions Karare as the baked alternative to the favourite ‘Tedha’ snack”.

Karare marks the launch of the brand’s sixth successful product type in the snacking category. The brand’s portfolio includes four other product categories – Wheat Thins, Fox Nuts, Veggie Sticks, Quinoa Puffs, and most recently launched, Multigrain Chips. Available in irresistible flavour combinations, Too Yumm! offerings make for a wholesome snack.


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