Too Yumm! Embraces Korean Wave with New Spicy Snack

Too Yumm!, a brand from the RP-Sanjiv Goenka Group, is expanding its Korean-inspired offerings with the introduction of Korean Karare. This new snack features a spicy umami flavor profile designed for Indian palates. The marketing campaign, starring Varun Dhawan, utilizes a curious reveal of a 'Korean co-star' to engage modern audiences.

The launch coincides with the IPL, a major media consumption period. Korean Karare emphasizes bold, global flavors and a healthier approach, being non-fried and made with rice brain oil. This move builds on Too Yumm!'s previous successful forays into Korean flavors, such as K-Bomb Ramen and Spicy Korean Banana Chips.

Yogesh Tewari, Chief Marketing Officer, noted that India's snacking market is influenced by cultural crossovers and flavor discovery through content. Too Yumm! aims to build cultural moments that resonate with Indian consumers. Korean Karare is now available across India in various retail channels and quick commerce platforms at price points of Rs 5, Rs 10, and Rs 35.