Mumbai: Godrej Tyson Foods Ltd (GTFL) ready-to-cook product brand Godrej Yummiez, has unveiled its latest campaign for its newly launched Godrej Yummiez Crispy Potato Starz.
This one-of-a-kind star-shaped, crunchy snack is made with high-quality potatoes and advanced Individual Quick Freeze (IQF) technology to keep it fresh for an extended period of time without the use of preservatives.
The Womb conceptualised the Godrej Yummiez ad film, which in a humorous way plays on the sound of the product's crunch and crispiness. The advertising campaign emphasises the crispiness of the products while also stressing their lack of additional preservatives and high taste, leaving viewers with the message ‘Yummiez mein Kuch Nahi Chupa Hai’.
Godrej Yummiez Crispy Potato Starz is produced using IQF technology, thus no preservatives are used. Through the use of special flash freezing technology, each product can be frozen while still meeting the highest requirements for taste, texture, and food safety.
Commenting on the new TVC, Godrej Tyson Foods Ltd CEO Abhay Parnerkar said, “As a brand, Godrej Yummiez has always launched products that has created a space for itself on shelves and in homes. Our latest product, Yummiez Crispy Potato Starz is high on taste and quality and does not have any added preservative thus making it a safe & delicious snack. The uniqueness of the product lies in its crunch and this is exactly what our new TVC communicates. Given the products new and exciting shape, we are certain it will become an instant potato-based snacking favorite for adults as well as kids.”
The Womb account management joint head Dhaval Jadwani said, “Yummiez was one of the early entrants into ready to cook category, and has been a source of many quick
and fun snacking experience across the country. Being a category leader, it is incumbent on us to grow the category. With a clear understanding of the consumer’s biggest category barrier (Preservative) led us straight to our task – Demystify the current misconception around the category and the brand. IQF is a technology at our backend, however for consumers it means ‘guilt-free’ indulgence.”
According to the "STTEM - Safety, Technology, Taste, Ease & Mood Uplifter" - The India Snacking Report (Volume I) by Godrej Yummiez, 55 per cent of Indians often overindulge in frozen meals as a mood enhancer. Consumers are worried about the misconception that frozen foods contain preservatives. According to the same study, 51 per cent of Indians believe that frozen foods without preservatives will make them feel bad about their frequent munching. Customers prefer frozen snacks without preservatives so they can indulge guilt-free as 65 per cent of Indians admitted to regularly snacking at any time. Godrej Yummiez is developing an ecosystem of frozen food products without additional preservatives as a delightful go-to alternative for snacking needs since it is concerned about mini-meals.
