July 2019 | Ahead of What’s Next |^ Progressive Grocer |^61
Snacks Category Watch
Making snacking guilt-free with better-
for-you and great-tasting products
Too Yumm! has had a good
start and has become a major
player in the Rs. 16,000 crore
western snacks category. It
has already garnered an over
2% market share in western
snacks and become a Rs. 200+
crore brand within two years
of its inception – the fastest
to reach this mark.- Shaswat Goenka
Sector Head - Spencer’s Retail Ltd, RP
Sanjiv Goenka Group
Company and brand profi le: To o
Yumm! brand from Guiltfree
Industries is a healthy snacks FMCG
brand under the R.P Sanjiv Goenka Group,
which was introduced in 2017 with the
vision of making bingeing truly guilt-free by
off ering better-for-you snacks that also taste
great. Th e brand encompasses a spectrum of
healthy, packaged western snacks and
nibbles across multiple categories, namely
Extrudes and Bridges.
Customer segment and product
portfolio: Too Yumm! snacks caters to
the health-conscious consumers and
fi tness enthusiasts by providing irresistible,
healthy snacking options that are
completely baked and not fried. Although
every snack consumer is the brand’s target
audience but its core customers are the
consumers between the ages of 16 and 35.
Th e product range includes fox nuts,
veggie sticks, karare, quinoa puff s and
multigrain chips.
Brand USP and diff erentiator: As
Too Yumm! snacks are baked and not
fried, they typically have 40% less fat as
compared to the average fried snacks
available in the market. For people who
are very careful of the food they consume,
Too Yumm! off erings make the perfect
binge, as they are very light to consume
and make for a wholesome snack.
To add to this healthier snacking
proposition, Too Yumm! products come
in 25+ lip-smacking fl avors, which ensure
that consumers don’t have to compromise
on taste while bingeing on snacks guilt-
free. With Too Yumm!’s unique fl avors,
consumers don’t have to go searching for
multiple brands or products to satiate their
taste-craving palates. Th e brand is focused
on providing consumers with fl avors that
they are familiar with.Market size and opportunity: Consumers
are increasingly moving towards consuming
healthier foods and are tending to purchase,
specifi cally from a packaged snacks point
of view, foods that off er them both health
and taste. Also, with changing lifestyles,
shortage of time, long format high-
engagement content viewing especially on
digital, there is an increase in on-the-go
consumption as an accompaniment.
As a brand, Too Yumm! is perfectly
positioned to tap into emerging consumer
preferences for healthier products and
meeting their needs for trying out new
products that off er a sense of discovery..Retailing strategy: Th e Indian Retail
Industry is very unique. Indian Retailers
respond very well and very quickly to
changing and emerging trends. In general,
all retailers have a section in their stores
for better snacking alternatives.
MT and GT are Too Yumm!’s primary
trade channels, even as it has taken off to a
great start in e-commerce as well. Th anks
to its great team, both the GT and MT
channels have been growing at a good
pace for Too Yumm! and are contributing
well – ahead of industry growth levels.Future plans and roadmap ahead: Too
Yumm!’s endeavor is to capture more and
more market share with time. Itbelieves that the snacks business is a pretty
straightforward game to play and depend-
ent on three broad parameters, which it is
working on to improve further. Currently,
the brand is engaged in strengthening its
already strong proposition of ‘better-for-
you’ by off ering great products that are
genuine and desirable. It has established a
robust pan-India distribution infrastruc-
ture, which it will keep strengthening and
it will keep communicating disruptively
on health and taste to accelerate the trend
of healthy snacking.