MAM
Prataap Snacks enters sweet market with Yum Pie
MUMBAI: Prataap Snacks, the parent company of leading Indian snack foods company Yellow Diamond, has entered the sweet snacks market with the launch of its new brand Rich Feast. The first product under the new brand is Yum Pie, a three layered treat that comes with sponge cake, flavored jam and chocolate.
The brand has also come-up with a TVC to mark the launch of the new product, Yum Pie, targeted towards kids. Standing true to the brand’s philosophy of giving maximum value to its customers, the ad highlights Yum Pie as a sweet snack with a fruity twist for kids to savour. The TVC begins with a kid who is reluctant to make friends in his new surroundings and is approached by another kid for friendship who is seen using Yum Pie to break the ice. The two kids eventually connect and bond and the TVC ends with the line – ‘Itna yum, share karna toh banta hai’.
The company has set up a fully automated manufacturing plant under its wholly owned subsidiary Pure n Sure Food Bites in Indore to manage the production of Yum Pie.
The product is 100 per cent vegetarian and priced at Rs 5. The products have been designed and targeted towards kids in the age group of 4-14. Yum Pie is available in orange, strawberry and mixed fruit flavours.
Prataap Snacks MD and CEO Amit Kumat says, “Our new brand ‘Rich Feast’ marks our entry into sweet snacks category where we see a lot of untapped growth opportunity. With this, we will now get into a bigger macro-snack category from only being a salty snacks player. We intend to grow the Rich Feast brand further with new launches in the coming time.”
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
