Tata Soulfull launches Ragi Bites Choco Sticks

Unlocks the power of millets in an exciting format for kids
Tata Soulfull launches Ragi Bites Choco Sticks

Tata Soulfull, a leading brand in the better-for-you snacks and breakfast cereals segment from the house of Tata, has expanded its snacking portfolio with the launch of Ragi Bites Choco Sticks. With delicious chocolate cream filling inside a crunchy wafer made of millets, this treat is a delight for both kids and mothers alike. Tata Soulfull is a brand from Tata Consumer Soulfull (wholly owned subsidiary of Tata Consumer Products). With this new launch, the brand is aiming to strengthen its presence in the kids’ segment under its flagship brand, Ragi Bites - a wholesome snacking brand.

The key differentiator for Ragi Bites Choco Sticks lies in its formulation. With the goodness of millets and completely free from maida (refined flour), it is a wholesome choice for children. The product features a combination of super-chocolatey cream inside a crunchy millet-based wafer, catering to the taste preference of kids and earning the approval of mothers as it contains millets that are known to be nutritionally dense & have significantly less added sugar as compared to the leading competition. The product will be available in a delicious chocolate flavor variant and comes in economically priced SKUs of Rs. 5 (MRP incl. of all taxes) for a single stick (9.5 g) and Rs. 150 (MRP incl. of all taxes) for a jar of 30 sticks, ensuring accessibility through Tata Soulfull’s wide General Trade channel as part of its mission to make 'desh ke millets' available to consumers nationwide in convenient and affordable formats.

Speaking on the launch, Prashant Parameswaran, managing director and chief executive officer, Tata Consumer Soulfull, said, "We are delighted to announce the launch of the Tata Soulfull Ragi Bites Choco Sticks, at an affordable price point of Rs.5 combining the deliciousness of chocolate with the nutrition of millets. With this launch, we aim to increase the accessibility to millet-based products and further strengthen our presence in the kids’ snacking category. The United Nations declaring 2023 as the ‘International Year of Millets’, presents an opportunity to increase consumer awareness around millets and make them available to consumers in formats that are convenient and affordable. Tata Soulfull is dedicated to creating innovative millet-based products that align with modern consumer lifestyles. For Ragi Bites Choco Sticks, we developed a unique formulation, which retains the crunch factor of the product while preventing easy breakage of the product which is a consumer pain point in the category. With this launch, we aim to move towards making nutritious snack options available and accessible to all.”

Tata Soulfull is committed to promoting 'Desh ke Millets' such as Ragi, Jowar & Bajra, in contemporary forms, reaching every Indian household through a range of products, including Millet Muesli, Ragi Bites breakfast cereals, and Masala Oats+. With India’s largest value-added millet processing factory at Bidadi in Bengaluru, the brand continues its endeavor to innovate and introduce products that are crafted to cater to the evolving tastes and preferences of consumers while retaining the essence of these ancient grains.

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