Brands
Pulse candy now comes in pineapple flavour
MUMBAI: The famous tangy, sweet Pulse candy is back in news, but this time for another flavour! DS Group has launched a new flavour ‘Pulse Pineapple’, further expanding its collection of the existing Pulse favourites of Kaccha Aam, Guava and Orange. Pineapple as a flavour and a fruit is diversely used and enjoyed across all age groups. The new candy will be available in a pillow pack at the cost of Re 1.
DS Group vice president new product development Shashank Surana says, “Since the candy’s launch in 2015 with the Kaccha Aam flavour, we have been coming up with new popular and niche flavours. After guava and orange, Pulse pineapple is the latest variant in the candy basket and we anticipate a good response from our consumers”.
The organised hard-boiled candy market is worth Rs 2650 crore in India and Pulse is the market leader with 12-13 per cent market share. Apart from India, the company has also started distributing Pulse to countries such as UAE, UK and South East Asian markets.
Pulse Pineapple has received an encouraging response to the test marketing undertaken in key cities of the country in the last few months. The candy is being launched pan India leveraging on the company’s distribution network to reach out to the target group. The launch of pulse pineapple will be supported by activities like POSM and market sampling.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
