Too Yumm!, the snacking brand under the RP–Sanjiv Goenka Group, has introduced Korean Karare, a new offering inspired by Korean flavours. The launch reflects the brand’s focus on culture-led storytelling, combining flavour innovation with pop-culture relevance.
The campaign adopts a teaser-led format, designed to resemble paparazzi-style content, building curiosity around a “Korean co-star” before revealing the product. Actor Varun Dhawan features in the campaign, adding to the intrigue and engagement, before the final reveal positions the product itself as the “co-star.”
Timed alongside the Indian Premier League, the campaign leverages one of India’s largest media consumption periods. This approach aligns with the brand’s ongoing marketing strategy, which has previously focused on tapping into pop culture through formats such as IPL-linked activations and creator-led narratives.
Korean Karare is positioned around a spicy umami flavour profile tailored for Indian consumers, reflecting growing interest in global cuisines. The product is not fried and is made using 100 percent rice bran oil, aligning with the brand’s better-for-you positioning.
Too Yumm!’s entry into Korean-inspired offerings builds on its earlier launches, including K-Bomb Ramen and Spicy Korean Banana Chips, which tapped into the increasing popularity of Korean food culture in India. With Korean Karare, the brand expands its portfolio within this segment while maintaining a focus on flavour-led innovation and convenience.
The launch also supports the company’s broader product strategy across categories such as chips, Karare, namkeen, multigrain snacks, extruded snacks, and its K-Bomb Ramen range, all centred on flavour innovation and cultural relevance.
Yogesh Tewari, Chief Marketing Officer, Too Yumm! added, “India’s snacking landscape is being shaped by cultural crossovers. Consumers are discovering flavours through content and engagement today is driven as much by relevance as by reach. For us, that means moving beyond product launches to building cultural moments that can travel. Korean Karare is a natural extension of that thinking, where we tap into a global conversation but localise it in a way that feels intuitive to Indian consumers.”
Too Yumm! Korean Karare is now available across India through retail stores, the brand’s D2C website, and quick commerce platforms such as Blinkit and Swiggy Instamart, priced at Rs 5, Rs 10, and Rs 35.