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Soulfull strengthens kids' snacking with its flagship product Ragi Bites
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Tuesday, 26 November, 2019, 14 : 00 PM [IST]
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Our Bureau, Bengaluru
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Kottaram Agro Foods, the parent company of millet-based snacking brand Soulfull, on Monday announced the launch of its new 360-degree marketing campaign The Good Bites, for its flagship product, Ragi Bites. This campaign is built on the consumer insight of ‘guilty moments’ that every mother goes through while providing unhealthy snacks to their kids and positions the product as the perfect solution.
The marketing approach targets the new age moms who are conscious about the food choices they make and who are on the look-out for healthy snacking options that eases their concerns while giving into their kids’ snacking demands. The move also aims at creating awareness for ragi amongst consumers and to address their scepticism towards ragi being tasteless.
The campaign includes a TVC that showcases how the product is a product of choice for the mothers since it has ragi without junks like maida and preservatives, whereas the kids love the product since it has tasty chocolate filling inside, thus making it a win-win situation. The TVC also portrays the brand mascot, Cruncha Muncha, as the perfect mediator between the mother and kid during the snacking moments. He is the mom’s confidante about her concerns on what her kid eats while being the fun-friend to the kid.
On the launch of the campaign, Rasika Prashant, CMO, Soulfull, stated that the product has been the fastest-evolving sub-brand for Soulfull and the marketing strategy has played a key role in its success. As a testament to this, the product has seen a 3X increase in its offtake from the previous campaign efforts. The new campaign is a step-up in that direction that puts to rest a mother’s dilemma and guilt around unhealthy snacks. As a product, the brand brings in the goodness of ragi & daal while eliminating nasties like maida and preservatives. We are confident that the campaign will deliver the business objectives and make place in the lives of many consumers.
The product is made of India’s ancient grains - ragi and dal with no added preservatives or maida, making it a healthy and nutritious snack for kids. The product comes in three flavours and multiple pack sizes, catering to the taste buds of children and the goodness of ragi reassures the nutritious benefits that mothers seek.
Currently, the brand has a range of millet-based cereal and mixes such as Ragi Bites, Loopies, Choco Poco, Millet Muesli, Ragi Flakes, Masala Oats, Desi Muesli and Smoothix for consumers to enjoy healthy breakfast and guilt-free snacking.
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