Yogesh Tewari on marrying Too Yumm!’s innovative prowess with Disney magic

Guiltfree Industries’ snack brand, Too Yumm!, has teamed up with Disney to introduce a selection of nutritious snacks. This unique collaboration seamlessly merges Marvel’s renowned storytelling and beloved characters with Too Yumm!’s innovative prowess. With a commitment to delivering a delightful snacking experience, Too Yumm! unveils a new line featuring the iconic Marvel Super Heroes Iron Man, Captain America, and Black Panther, showcased across four offerings: Rings, XOXO, Kraze, and Puffs.

In the launch of this fresh range, the brand adopts a musical approach through its digital campaign: #TooGalbandi #FindYourToo. Partnering with music management company Hoopr, the catchy tune underscores the message of “Add a little TOO to whatever you do and awaken your inner hero”, encouraging consumers to “FIND YOUR TOO” by embracing their inner heroism.

In an exclusive interaction with Adgully, Yogesh Tewari, Vice President – Marketing, Guiltfree Industries Ltd, sheds light on the inspiration behind this collaboration and the mutual benefits it brings.

Tewari explains that Too Yumm! is a brand deeply invested in catering to the evolving preferences of its consumers. Recognizing the significance of kids as a consumer cohort, the brand resolved to delve deeper into this segment. Their goal was clear: to establish themselves as a prominent player in the kids’ snack market. However, they also understood the unique demands of this demographic, which extended beyond mere taste and quality.

Kids crave playfulness and novelty in their snacks, prompting many brands to offer free toys or quirky packaging. While Too Yumm! embraced these strategies, they aspired to go further. They sought a bold and innovative approach to capture the attention of this discerning audience. This ambition led them to explore a partnership with Disney, a move that is unprecedented in the salty snacks category.

Securing an association with Disney was no easy feat. Both Too Yumm! and Disney uphold rigorous standards regarding product quality and brand alignment. However, Too Yumm!’s commitment to using high-quality ingredients and advanced technology enabled them to meet Disney’s stringent guidelines. This collaboration marks a significant milestone for the brand, introducing a range of snacks adorned with beloved Marvel superheroes.

Navigating the challenges of aligning two powerhouse brands like Too Yumm! and Disney required meticulous planning and alignment of objectives. While Too Yumm! found the process relatively straightforward given their dedication to quality, Tewari acknowledges that other brands may face greater hurdles in meeting Disney’s standards.

Despite the challenges, the collaboration between Too Yumm! and Disney is poised to be mutually beneficial. By tapping into the immense popularity of Marvel superheroes, Too Yumm! aims to enhance its brand visibility and appeal among kids and parents alike. The partnership also promises to elevate the snacking experience for consumers by offering a unique blend of taste, health, and entertainment.

Watch the entire conversation here: