Too Yumm - Building a Healthy Snacking Brand for India

How did a new brand created a niche for itself in Indian snacking market dominated by Pepsi Co and ITC ?

As per the research data released by Neilsen in 2019, India had a Rs 28000 crore salted snacks market. Of this, the majority is dominated by two iconic brands of Pepsi Co: Lays and Kurkure with 33% and 27% market share (by volumes) respectively. Next up is the fast growing ITC Bingo with a market share of 7.2%. This is following by multiple other brands like Haldirams, Yellow Diamond from Pratap Snacks, Parle’s Hippo, Monaco Smartchips and dozens of other small players.

In such a competitive and densely populated market, RP Sanjeev Goenka (RPSG) Group launched a brand Too Yumm which has been a runaway success. Let’s try to understand how this 2 year old brand differentiated itself and created a niche for itself.

Product: Finding the niche

Given the stalwarts that exist in the category, being a me-too brand would not have helped Too-Yumm. Hence, they needed to try something different in order to make an impact. Nearly all the brands that existed in the market focused on taste (salt or spicy) and fun with friends and family.

Too Yumm found its differentiated proposition in health.

Price

Promotion

Place