Tata Soulfull, a prominent name in the realm of health-conscious snacks and Breakfast Cereals, under the esteemed Tata umbrella, has enriched its assortment of snacks by introducing Ragi Bites Choco Sticks. These delectable treats feature a luscious chocolate cream filling ensconced within a crispy wafer crafted from nutrient-rich millets, making them a source of delight for both youngsters and mothers alike. Tata Soulfull operates as a brand within Tata Consumer Soulfull Pvt. Ltd., a fully-owned subsidiary of Tata Consumer Products Ltd. With the unveiling of this novel offering, the brand sets its sights on fortifying its presence within the realm of children’s snacks, further enhancing the prominence of its flagship brand, Ragi Bites, known for offering wholesomely nutritious snacking options.
The distinctive factor setting Ragi Bites Choco Sticks apart is its unique composition. Harnessing the nutritional benefits of millets and entirely eschewing maida (processed flour), this offering stands as a nourishing selection tailored for children. This product showcases an amalgamation of intensely chocolaty cream enclosed within a crispy wafer crafted from millets, thoughtfully catering to the palate preferences of youngsters. Moreover, it garners the endorsement of mothers due to its incorporation of millets, acknowledged for their nutritional richness, and its noteworthy feature of containing substantially lower additional sugar content in comparison to the primary competitors in the market.
The offering will be accessible in a delightful chocolate flavor option, and it will be presented in cost-effective packaging options. A single stick, weighing 9.5 grams, will be priced at INR 5, inclusive of all taxes. Furthermore, a jar containing 30 sticks will be available for INR 150, also inclusive of all taxes. This approach guarantees availability through Tata Soulfull’s expansive General Trade distribution network, aligning with its objective of bringing “desh ke millets” to consumers across the nation in formats that are both convenient and budget-friendly.
Speaking on the launch, Prashant Parameswaran, MD, and CEO, Tata Consumer Soulfull said, “We are delighted to announce the launch of the Tata Soulfull Ragi Bites Choco Sticks, at an affordable price point of INR 5 combining the deliciousness of chocolate with the nutrition of millets. With this launch, we aim to increase the accessibility to millet-based products, and further strengthen our presence in the kids’ snacking category. Tata Soulfull is dedicated to creating innovative millet-based products that align with modern consumer lifestyles. For Ragi Bites Choco Sticks, we developed a unique formulation, which retains the crunch factor of the product while preventing easy breakage of the product which is a consumer pain point in the category. With this launch, we aim to move towards making nutritious snack options, available and accessible to all.”
Tata Soulfull is committed to promoting ‘Desh ke Millets’ such as Ragi, Jowar & Bajra, in contemporary forms, reaching every Indian household through a range of products including Millet Muesli, Ragi Bites breakfast cereals, and Masala Oats+. With India’s largest value-added millet processing factory at Bidadi in Bengaluru, the brand continues its endeavor to innovate and introduce products that are crafted to cater to the evolving tastes and preferences of consumers, while retaining the essence of these ancient grains.