Tata Soulfull, a brand under Tata Consumer Products, has rolled out a new and improved version of its millet-based kids’ snack, Ragi Bites No Maida Choco. The product comes with a richer chocolate flavour, more crunch, zero palm oil, and continues the brand’s promise of no maida and no junk.
To drive engagement, each pack features a QR code unlocking “Ragi Rally,” a digital game starring the brand’s mascot Cruncha Muncha. The game is tied to a “Scan & Win” promo offering a grand prize family trip to Singapore, with weekly giveaways like gaming consoles and bicycles.
The launch also includes Tata Soulfull’s first-ever cartoon integration on Nickelodeon. Cruncha Muncha will appear in animated segments within Chikoo aur Bunty, reinforcing the snack’s kid appeal through storytelling.
The pack has been redesigned with bold, colourful visuals to catch the eye on shelves, and the brand is supporting the rollout with a 360-degree campaign across TV, digital, influencer content, and in-store activations.
“With No Maida Choco, we are taking our No Junk promise a step further. This product has been developed keeping in mind the preferences of children as well as the concerns of parents, delivering a deliciously chocolatey experience that kids crave, without compromising on clean, wholesome ingredients parents can trust. The integration of Cruncha Muncha into a beloved kids’ show and the launch of a nationwide consumer promo make this one of our most ambitious and engaging campaigns to date. What makes this campaign truly special is the world we’re building around it — Cruncha Muncha now lives on-pack, on-screen and online,” said Rasika Prashant, CMO, Tata Soulfull.
