Tata Soulfull, the health-focused arm of Tata Consumer Products, has launched an innovative addition to its millet-based portfolio — Ragi Bites Crème Wafers. With the tagline “No Junk, Creamy Crunch”, the new snack aims to bridge the long-standing gap between nutrition and indulgence in children’s snacking.
Built around the needs of children and the health-conscious mindset of parents, the wafers offer a unique twist — no maida, crunchy jowar base, and rich creamy fillings — in a format typically dominated by sugar-laden, refined snacks.
“Today’s parents are demanding more from snacks — not just taste, but trust, nutrition, and value. Ragi Bites Crème Wafers deliver on all fronts,” said Rasika Prashant, Chief Marketing Officer, Tata Soulfull. “This is not just a product launch; it’s a redefinition of how India snacks.”
The new range is available in two formats:
- 10g pocket packs in cheese and chocolate flavours for on-the-go munching
- 50g multi-serve family packs in four flavours: cheese, chocolate, strawberry, and orange
This pricing and format strategy allows Tata Soulfull to appeal to diverse consumer needs, from school tiffin fillers to family snack time essentials.
To drive awareness, the brand is integrating the new offering into its ongoing Choco Sticks TV campaign with a tag-on message and is leveraging kids’ entertainment channels, in-store branding, and sampling campaigns to ensure strong visibility.
Tata Soulfull continues to position itself as a champion of millet-based, better-for-you foods, and the launch of Ragi Bites Crème Wafers reinforces its commitment to making wholesome snacking both accessible and enjoyable for the next generation.