New age snacking brand TooYumm! from Guiltfree Industries, a part of the FMCG division of the RP-Sanjiv Goenka Group, has launched a new flavor named Too Yumm! BHOOT Chips.

This launch marks an industry-first partnership between TooYumm and India’s pioneer Hot Sauce brand, Naagin, who have united to create a new product that is impossible to resist. Both brands seek to rekindle the spirit of innovation in the snacking industry and will carer to the preferences of today’s dynamic younger generation.

Additionally, TooYumm! has partnered with brand ambassador Varun Dhawan and famous cricketer KL Rahul to share his experiences with his followers about the product in order to strengthen its launch.

Link to Varun Dhawan’s reaction:


View this post on Instagram


A post shared by KL Rahul👑 (@klrahul)

Yogesh Tewari, Vice President of Marketing, Guiltfree Industries Ltd. said: “Too Yumm! Being a new age brand always aims to cater to the needs of today’s dynamic youth, and it is this passion to disrupt the category that has birthed this innovative flavour. The team has worked out such a wonder with BHOOT Chips that once tasted, you cannot resist them. The taste and spice blend of these BHOOT Chips is just perfect.”

Mikhel Rajani, Co-Founder of Naagin, commented: “Innovation and originality is at the heart of all our products at Naagin. When we got the opportunity to work with Too Yumm!, an Indian brand that shares the same values as us, a successful collaboration was inevitable. Adding our twist to their amazing product has led us to the oh-so-wonderful BHOOT CHIPS!”

TooYumm! has utilized a digital-first strategy and has embraced a variety of digital platforms to promote their product by connecting with their audience, including influencer collaborations, dynamic Twitter conversations and AR filters.