Brands
Perfetti Van Melle launches Chupa Chups Sour Tubes
Mumbai: Chupa Chups, one of the most iconic confectionary brands from the house of Perfetti Van Melle, is ready to dial up the fun quotient with the launch of Chupa Chups Sour Tubes– India’s first ever jelly in a long tubular format.
The sour tubes come in unique tubular format with a delectable chewy fondant filling and Chupa Chups’ trademark sweet-sour sanding. The product comes in strawberry and watermelon flavours with three tubes in a single pack at Rs 10, and also a bigger shareable modern trade pack with eight tubes at Rs 50. With their vibrant colours and flavour, these tubes promise to be a treat for both the eyes and taste buds!
Chupa Chups has consistently disrupted the conventional norms in the category by introducing groundbreaking innovations that has been captivating consumers. From the fusion of lollipops and bubble gums with Chupa Chups Gum Filled Lollipop to the pioneering range of Chupa Chups jellies’ which have a unique sour sanded and playable formats of belts, bites and mini tubes, the brand has redefined the confectionery segment. With the launch of all-new Sour Tubes, the brand will further solidify its image as an innovative, young brand, especially for those who seek unique and differentiated confectionery products.
Talking about the new launch in Chupa Chups, Perfetti Van Melle India managing director Rajesh Ramakrishnan emphasized the vital role of innovation in the confectionary segment, “Confectionery segment thrives on innovation. For Chupa Chups, we have always endeavoured to explore novel, never-tried-before formats to maintain the brand’s growth while up-aging and premiumizing the category. With the launch of Chupa Chups Sour Tubes, we are taking yet another step in that direction and cannot wait to see our consumer’s response.”
The new launch will be accompanied by a digital campaign that will amplify the brand promise of ‘forever fun’ among target audience. The digital film unfolds with a group of friends in a café cleverly extending their moment of fun by playfully placing the sour tubes as straws in their empty glasses. They hilariously convince a skeptical waiter that they are enjoying an invisible drink while secretly enjoying the delectable flavour of the sour tubes. The sequence is complemented by a lively soundtrack that not only builds excitement but also skillfully holds the entire sequence. All of this is inspired by the fruity flavors of Chupa Chups Tubes, which always espouses the philosophy of Forever Fun. The product launch will be supported by digital and modern trade activations to further engage consumers.
Speaking about the supporting campaign, Perfetti Van Melle India director marketing Gunjan Khetan said, “At Perfetti, we believe in refreshing consumer interest in our product categories with the introduction of contemporary offerings. Chupa Chups’ diversification in the unique format of Sour Tubes benefits the category, and the distinctive shape and texture offers great scope for playful consumption. Therefore, we have attempted to bring alive the same ‘spontaneous fun’ philosophy in our launch campaign as well. The campaign will be supported with digital, product sampling and POSM, providing a comprehensive and engaging experience for consumers.”
Commenting on conceptualizing the campaign, Ogilvy West creative partner Anurag Agnihotri said, “Every Chupa product is fun to play with. Sour Tubes is probably the most playable yet. The long tube shape sparked our imagination. So all we did was, had fun showing how you can have fun with it”.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
