Brands
Choc and Roll Too Yumm! serves chocolate noodles for a festive twist
MUMBAI: Some like their Christmas sweet, others savoury Too Yumm! has decided there’s no reason to choose. The Indian snacking brand has stirred up festive chatter with the launch of K-Bomb Chocolate Noodles, a limited-edition winter offering that fuses steaming noodles with molten chocolate just in time for Christmas and New Year celebrations.
Developed specifically for the colder months, K-Bomb Chocolate Noodles flip the familiar noodle experience on its head. Meant to be enjoyed hot, the product taps into comfort-food nostalgia while delivering an indulgent, dessert-like surprise positioning itself as both a shareable festive treat and a conversation starter.
The launch reflects a growing appetite among younger consumers for playful, experience-led flavours rather than predictable tastes. “Indian consumers, especially Gen Z, are seeking novelty and excitement,” said Too Yumm! chief marketing officer Yogesh Tewari noting that the idea was born out of curiosity and the joy of reimagining comfort food.
Beyond flavour, the festive push leans heavily into visual appeal. The limited-edition packs sport Christmas-inspired designs, reinforcing the brand’s offbeat personality and making the product ripe for social media buzz during the holiday season.
Available across select offline retailers and leading quick-commerce platforms, K-Bomb Chocolate Noodles will be sold in Kolkata, Delhi, Mumbai and Bengaluru for a limited festive window. With this launch, Too Yumm! continues its run of unconventional innovations proving that when it comes to snacking, rules are made to be broken, especially at Christmas.
Brands
Wellbeing Nutrition ropes in Malavika Mohanan as brand ambassador
Actor fronts Marine Collagen and Skin Fuel Glutathione portfolio.
MUMBAI: Malavika Mohanan just became the face of inner glow because when your skincare starts in the bottle instead of the jar, even beauty gets a glow-up from the inside out. Wellbeing Nutrition has appointed acclaimed actor Malavika Mohanan as brand ambassador for its premium Korean Marine Collagen and Skin Fuel Glutathione range. The move signals a deliberate shift in the Indian ingestible beauty segment from surface-level routines to foundation-level nutrition that supports skin health from within.
The campaign positions collagen as the essential “beauty protein” that maintains elasticity and firmness, with daily supplementation reframed as a consistent ritual rather than a quick cosmetic fix. It aims to simplify the science behind collagen and build awareness around long-term skin nourishment.
Wellbeing Nutrition co-founder Saurabh Kapoor said, “In India, collagen is still largely viewed through a cosmetic lens, associated with glow and quick fixes. In reality, it is the primary structural protein of the skin, and we begin losing nearly 1 per cent of it every year in the late 20s. Yet a significant number of consumers remain unaware of its foundational role in long-term skin health. Our goal is to shift the conversation from fixing visible signs to feeding the foundation.”
Malavika Mohanan added, “For me, skincare has always been about consistency and taking care of myself in ways that go beyond just what I apply on my skin. I love the idea of supporting skin health from within, and that’s what drew me to Wellbeing Nutrition’s Marine Collagen and Skin Fuel Gluta.”
The Korean Marine Collagen uses nano-hydrolyzed peptides for better bioavailability, while Skin Fuel Glutathione complements the inside-out approach. The portfolio targets structure, brightness and resilience over time, backed by clinical research.
The ambassador announcement kicks off a broader collagen-focused roadmap for the brand, with planned innovations across formats and functional blends.
In an era where beauty routines are getting deeper than skin, Wellbeing Nutrition isn’t just selling supplements, it’s selling the quiet power of feeding your glow from the inside, one daily scoop at a time.
