Brands
GO DESi, Naagin give imli lollipops a bhut jolokia twist for Halloween
Limited-edition DESi POPz pack hides two fiery lollipops among four identical-looking treats, priced at Rs 99
MUMBAI: GO DESi and hot sauce brand Naagin have joined hands for a Halloween-themed edition of DESi POPz, turning the familiar tangy tamarind lollipop into a game of trick or treat with India’s fiery bhut jolokia chilli.
Priced at Rs 99, the limited-edition pack contains four lollipops, two of which are infused with Naagin’s Bhut Jolokia hot sauce. The other two retain GO DESi’s original Tangy Imli POPz flavour. All four look identical, leaving consumers to discover which version they have picked only after taking a bite.
The product went on sale from 27 October on Blinkit, Flipkart Minutes, Zepto, Amazon and First Club, while stocks last. The brands have also announced 31 October as the availability date in their launch communication.
The collaboration brings together two familiar Indian flavour combinations: tamarind and chilli. GO DESi’s lollipops are made with tamarind, natural jaggery and Indian spices, while Naagin’s bhut jolokia sauce adds a sharper heat to half the pack.
For Naagin, the launch marks its first move into confectionery and its second collaboration involving bhut jolokia with an Indian snack brand, following its 2023 partnership with Too Yumm! for BHOOT Chips.
“We’ve put the bhoot on burgers, fries and chicken. Putting it inside a lollipop was new for us, and a little mischievous. GO DESi has made Tangy Imli POPz a favourite across India, which made it the perfect place to hide two surprises. Pick your pop carefully this Halloween,” said Naagin co-founder Mikhel Rajani.
GO DESi co-founder Vinay Kothari said the partnership was intended to give consumers a fresh reason to try the brand’s flagship product.
“Tangy Imli POPz is our hero product, and we wanted to give fans a new reason to get excited about it. A collab with Naagin for Halloween felt like the right touch. Imli and mirchi have always been a great combination, and bhut jolokia takes that to its boldest. So we split the pack down the middle: two treats you know, two tricks that bite back, and no way to tell which is which until you’ve tried it,” Kothari said.
GO DESi said DESi POPz reached more than 5.6 crore customers in 2023, while its products are available through over 45,000 retail outlets. Naagin’s sauces are also used in KFC India’s Dipsters across more than 1,100 outlets.
The Halloween edition is a limited-run collaboration, using the surprise element of the festival to give a familiar Indian confectionery flavour a fiery makeover.
