The campaign culminated in a large-scale, immersive tasting experience across four major metros—Delhi, Mumbai, Bengaluru, and Kolkata. Bringing together influencers, food writers, and everyday consumers, the initiative saw nearly 1,500 participants take part in a timed challenge. Wow! Momo’s fries were tested against leading QSR competitors at intervals of 30, 45, and 60 minutes.

As the sessions unfolded, the brand’s fries consistently held their own—remaining golden, crisp, and fresh well beyond serving time. While others quickly turned limp, Wow! Momo delivered the same crunch throughout, creating moments of genuine surprise and delight. A simple truth followed through that people love fries, but they’re often let down by how quickly they lose their crunch. Instead of leaning on conventional advertising, the brand chose to prove its point in the real world—letting consumers experience the difference firsthand.

What emerged was more than just a product demo—it became a powerful, shareable brand story. By transforming a functional benefit into a live, city-wide experience backed by authentic voices, the campaign built credibility while sparking widespread conversation.

Rather than relying on loud, traditional messaging, the brand has taken a content-first route. Real reactions from the challenge now fuel its digital storytelling—spanning creator-led posts, memes, short films, and social chatter—supported by strong in-store visibility and on-ground amplification.

By shifting the narrative from promise to proof, Wow! Momo is aiming to build trust while standing out in a crowded QSR space, where differentiation is often hard to sustain. In a category dominated by visuals and price-led promotions, this campaign repositions performance as the true differentiator.

Commenting on the approach, Murlikrishnan, Co-founder and CMO, Wow! Momo Foods Pvt. Ltd., said, “From day one, our belief has been simple—truly great products don’t need exaggerated claims; they need a stage. With this campaign, we wanted consumers to experience and validate our promise themselves. When the product truth is undeniable, authenticity becomes the most powerful form of marketing.”

With over 850 stores across 90+ cities, Wow! Momo continues to expand as one of India’s fastest-growing QSR brands. This launch further underscores its focus on pairing product innovation with culturally relevant, content-driven marketing.

By turning a claim into a participative narrative, the brand positions “World’s Crispiest Fries” not just as a menu addition, but as a moment designed to spark conversation at scale.

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The new facility is strategically designed to support both B2C and B2B segments, enabling Cravicious Foods to cater to a broader customer base while expanding its product portfolio. As consumer preferences continue to shift toward convenient, ready-to-cook and ready-to-eat options, the company is positioning itself to capture a larger share of this fast-evolving market.

A key focus of the expansion is the HoReCa (Hotels, Restaurants, and Catering) segment, where the brand aims to deepen its presence by ensuring consistent quality and reliable supply. The move complements its existing manufacturing capabilities, with its first facility already operating at a capacity of 300 metric tonnes per month.

Headquartered in Greater Noida, Cravicious Foods combines food science, process innovation, and supply chain efficiency to deliver high-quality products. Through its consumer brands, Meaty Story and Veggie Story, along with institutional offerings, the company continues to build a diversified and future-ready frozen foods business.

The new facility is equipped with advanced freezing technology and designed to meet stringent hygiene and quality standards, supported by over 50 quality checks across sourcing, processing, packaging, and dispatch. This expansion is expected to further strengthen the company’s ability to deliver consistent, safe, and high-quality frozen food products across channels including quick commerce, D2C, and HORECA.

Commenting on the development, Ekansh Garg, Co-founder & CEO of Cravicious Foods said, “We are actively working on expanding our range to keep pace with how consumers are eating today while staying true to our clean label and quality benchmarks. The pipeline includes new formats across both non-vegetarian and vegetarian categories, with a strong focus on products that work for everyday snacking as well as complete meal solutions for home and foodservice use. A lot of this development is happening alongside the commissioning of our next manufacturing unit, which is scheduled to go live shortly and will immediately strengthen our production and quality capabilities with a 15 to 20 per cent increase in manpower.”

Garg further elaborated, “All potential launches go through rigorous trials at our facility to test freeze stability, texture and cooking performance in real-world conditions. While specific products are still under wraps, the intent is to introduce offerings that add depth to our portfolio and serve both B2C and B2B demand more effectively.”

With this expansion, Cravicious Foods continues to build a process-led, scalable manufacturing ecosystem, positioning itself to meet evolving consumer needs while strengthening its presence in India’s growing frozen food market.

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The distribution drive, held in the national capital, reached women from low-income backgrounds, bringing moments of warmth and celebration into their day. Each hamper included a selection of Bikano’s popular namkeens, biscuits, and sweets, offering not just food but a gesture of care and inclusion. The initiative reflects Bikano’s continued commitment to uplifting communities and supporting women through meaningful interventions.

Commenting on the occasion Mr Kush Aggarwal, CMO, Bikano, said, “Women are the backbone of our families and communities, often displaying quiet strength and resilience every single day. Through our partnership with Each One Feed One, we wanted to do something meaningful to acknowledge and support this spirit. This initiative is a small step towards bringing smiles, sharing comfort, and letting these women know that they are seen and valued. At Bikano, we believe that true impact lies in creating moments of connection and care that go beyond business.”

Building on this commitment, Bikano continues to work towards expanding its global presence while staying rooted in its core values. The brand aims to reach households across the world with its range of high-quality, distinctive products, while also being recognised as a sustainable, employee-friendly, and fast-growing FMCG company. Inspired by its rich culinary legacy, Bikano remains focused on preserving tradition while embracing innovation, creating products that resonate with modern consumers while honouring its heritage.

Bikano’s CSR initiatives span across women’s empowerment, child welfare, and community development, reflecting its long-standing ethos of spreading joy and making a positive difference in society.

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The continued collaboration reflects ZOFF Foods’ consistent brand-building approach, centred on trust, quality, and consumer reliability. Over the years, the partnership with Shilpa Shetty has evolved into a defining element of the brand’s identity, supporting its journey from a digital-first challenger to a nationally expanding FMCG player. Today, the brand has established a strong foothold across e-commerce, quick commerce, and offline retail channels.

Shilpa Shetty’s appeal among health-conscious consumers and modern Indian kitchens aligns closely with ZOFF Foods’ positioning around purity and mindful consumption—factors increasingly influencing purchase decisions in the spice and ready-to-cook segments.

Commenting on the milestone, Akash Agrawalla, Co-Founder, ZOFF Foods, said, “Our association with Shilpa Shetty has been built over nearly a decade of shared values and consumer trust. It has played a significant role in shaping our brand identity and strengthening consumer recall over the years. As we continue to build ZOFF Foods as a trusted household name, this partnership remains integral to our long-term brand-building efforts and our commitment to creating consistent, meaningful connections with consumers across India.”

Speaking on her association with ZOFF Foods, Shilpa Shetty said, “Over the years, my association as a brand ambassador with ZOFF Foods has been rooted in a shared commitment to quality, purity, and authenticity; values that truly matter in today’s kitchens. What stands out is the brand’s focus on preserving the true integrity of spices, which resonates deeply with me both personally and as a consumer. At a time when people are becoming more mindful about what goes into their meals, this commitment makes a real difference. I’m delighted to continue this association and be part of ZOFF’s journey as it reaches more homes across India.”

Ashish Agrawal, Co-founder, ZOFF Foods, added,
“In a category driven by trust and familiarity, long-term associations matter. Our continued partnership with Shilpa Shetty reflects the consistency, credibility, and strong emotional connection we have built with consumers over the years. As we scale the brand across newer markets, this association reinforces our commitment to delivering quality, reliability, and a sense of familiarity that today’s consumers truly value.”

The renewed partnership comes at a time when ZOFF Foods is entering an accelerated growth phase. The company recently raised $2 million in a Pre-Series B funding round led by JM Financial Private Equity, along with participation from Aman Gupta, Co-founder of boAt. The fresh capital is expected to drive the brand’s next phase of expansion, with a focus on strengthening distribution, fostering innovation, and entering new markets.

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As the two finish up a shopping spree, Ashlesha casually suggests a quick KFC stop – only to be met with a skeptical “KFC? Abhi?” from mom Priyamani. What follows is a series of “haan” & “naa”, dramatic reactions and a very firm refusal, which even catches Colonel Sander’s attention. But Priyamani’s resistance doesn’t last long. One bite of the all-new Crispy ShaWOWrma wrap is all it takes to flip mumma’s “naa” into a very enthusiastic “haan.”   

A KFC India spokesperson said, “When it comes to KFC, there’s often a playful moment of indecision, especially among fence sitters who are quick to ask “KFC? Abhi?” It’s rarely about whether to indulge, but more about debating the right moment to indulge. With the all-new Crispy ShaWOWrma Wrap, we wanted to lean into that very real behaviour and celebrate the idea that there isn’t really a wrong time for finger-licking good food. Our new film captures this dynamic perfectly – showing how quickly the initial “naa” turns into a “haan” with the first bite. The KFC Crispy ShaWOWrma Wrap is our twist on the familiar favourite and we’re confident that our consumers will strongly echo the WOW when they take that first bite.”

Mayuresh Dubhashi, Chief Creative Officer, FCB Neo, said, “This campaign captures a very real, very Indian hesitation of KFC fence sitters and flips it with surprise and delight. By introducing the KFC Crispy ShaWOWrma Wrap, we’re bringing together the unmistakable crunch of our chicken with flavours people already love, in a format that feels both familiar and exciting. With the quirky nature of the film along with the new offering, we believe, every “Naa” will invariably turn into a “Haan”.

The all-new menu item is KFC’s twist on the familiar favourite. The KFC Crispy ShaWOWrma Wrap comes with a deliciously toasted tortilla wrap, loaded with KFC’s iconic crispy Peri-Peri chicken strips, creamy shawarma mayo, fresh lettuce & tangy pickled Mediterranean veggies.

The post KFC TURNS EVERY ‘NAA’ INTO ‘HAAN’ WITH ALL-NEW CRISPY SHAWOWRMA WRAP appeared first on Business of Food.

The idea of a self-chilling beer can—designed to deliver instant cooling without external refrigeration—has resonated strongly in a market increasingly driven by innovation, convenience, and on-the-go consumption trends. If brought to market, such a product could mark a significant advancement in beer packaging technology, potentially redefining consumer experiences in the segment.

However, the timing of the buzz, which coincided with April Fools’ Day, has also led to widespread speculation about whether the concept is a genuine product innovation or a strategic marketing initiative aimed at driving engagement and virality.

Regardless of its authenticity, the campaign highlights how brands are increasingly leveraging viral marketing, storytelling, and cultural moments to spark conversations and enhance brand visibility. By blurring the lines between product innovation and creative narrative, DeVANS Modern Breweries has successfully positioned Godfather at the center of industry-wide discourse.

The development underscores a broader shift within the alcobev sector, where consumer attention is being captured not only through product innovation but also through disruptive marketing campaigns that encourage curiosity, participation, and digital engagement.

As conversations continue to build, industry observers will be watching closely to see whether this buzz translates into a tangible product launch—or remains a standout example of experiential and buzz-driven marketing in India’s competitive beer market.

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Designed as round-the-clock automated retail systems, the vending machines aim to provide quick and effortless access to everyday essentials and fast-moving consumer goods (FMCG). With increasing time constraints and evolving consumer behavior, the company is positioning these machines as a reliable solution for instant purchases.

The machines are equipped with advanced retail technologies, including interactive touchscreen interfaces for seamless product selection. They support multiple digital payment options such as UPI, QR codes, debit and credit cards, and digital wallets, ensuring secure and frictionless transactions.

BuyBuyCart’s vending machines will stock a curated selection of high-demand products, including packaged snacks, beverages, energy drinks, makhanas, dry fruits, ready-to-eat meals, chocolates, confectionery, personal care items, and select grocery essentials. Additionally, the machines will serve as a platform for brands to promote and showcase their products.

Commenting on the launch, Ashish Pandey, Founder, BuyBuyCart, said, “Consumer expectations from retail are evolving rapidly, with convenience, speed, and accessibility becoming key priorities. Our vending machine initiative is designed to bring essential products closer to consumers through a smart, automated retail format that operates around the clock. Through this expansion, we aim to strengthen our technology-driven retail ecosystem while also enabling entrepreneurs to participate in the growing automated retail sector.”

As part of its rollout strategy, BuyBuyCart plans to install these machines across high-footfall locations such as corporate offices, IT parks, colleges, hospitals, fuel stations, residential societies, transport hubs, and commercial complexes. The company is also exploring partnerships with educational institutions to deepen its presence in high-demand environments.

In the first phase, BuyBuyCart aims to deploy 300–400 smart vending machines within the year. Future expansion will be guided by consumer response, demand patterns, and strategic partnerships.

The company will operate the network through a mix of FOCO (Franchise Owned, Company Operated) and COCO (Company Owned, Company Operated) models, allowing both entrepreneurs and the company to participate in scaling automated retail solutions across India.

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The television commercial captures relatable moments centred on taste and authenticity, reinforcing TOPS as a preferred choice in everyday food occasions. Arvind Kumar Sharma, COO (Sauces and Condiments Business) AWL Agri Business, said the campaign elevates emotional connection with consumers and reflects the brand’s relevance amid shifting food habits. Kareena Kapoor highlighted her passion for taste, stating that the campaign is a reminder not to compromise on flavour. The marketing push will be amplified through a 360-degree strategy across TV, cinema, digital, OTT, radio, and social platforms, aiming for broad visibility in both urban and emerging markets.

The post TOPS launches ‘Foodies Ka Choice’ campaign with Kareena Kapoor appeared first on Business of Food.

Deepak, Managing Director, CMIL, said, ” As India is poised to emerge as the food basket of the world, manufacturing across the food segment must go green, driven by the adoption of sustainable practices, resource efficiency, and responsible production. This partnership with GoodEnough Energy marks a transformative step in our journey toward sustainable manufacturing. The BESS deployment not only solves our immediate power reliability challenges but also opens doors to international markets that demand verified green compliance.”

CMIL, which began operations in 1992, has transformed into a major player in the food industry over the past three decades. The company’s state-of-the-art Greater Noida facility operates advanced manufacturing technologies, including Spray Drying, Extrusion, and Roasters, producing a comprehensive range of malt-based drinks, dairy products, cereals, and food ingredients for retail and institutional buyers.

Adit Agarwal, Executive Director, GoodEnough Energy, added, “CMIL’s commitment to green manufacturing demonstrates the viability and business case for BESS adoption in India’s food processing sector. This installation showcases how advanced energy storage solutions can simultaneously address operational efficiency, cost savings, and environmental compliance.”

CMIL serves leading national dairy companies, multiple state governments under various nutrition and welfare programs, defence establishments, and institutional buyers across India. The company has been successfully exporting to the UK since 2022, demonstrating its capability to meet international quality standards. However, the company’s growth ambitions hit a roadblock due to frequent power cuts of 2-3 hours daily, forcing the company to depend on diesel generators. This reliance prevented the company from meeting stringent green compliance requirements mandated by international buyers in the UK, US, and European markets. The Delhi NCR region’s strict pollution and diesel usage restrictions further limited the company’s ability to expand its export footprint.

To overcome these challenges, CMIL turned to GoodEnough Energy. It specializes in designing battery storage solutions for manufacturers in pollution-sensitive zones where export growth, diesel elimination, and regulatory compliance converge as business-critical priorities. GoodEnough Energy operates the country’s largest 7 GWh BESS giga-factory. The company deployed a 2 MWh BESS solution specifically designed to address CMIL’s operational challenges. The 2MWh installation comprises eight advanced 250kWh battery energy storage systems strategically installed across different locations within the factory premises. These eight systems are positioned to cater to different manufacturing plants within the facility, ensuring comprehensive power backup coverage across all production lines, including the Spray Drying units, Extrusion facilities, and Roasters.

With the new installation, CMIL will avoid possible losses of more than Rs. 100-150 crores over the system’s operational lifetime by eliminating diesel dependency, reducing production losses, minimising downtime, and meeting green vendor certification requirements. The deployment positions the company to access premium export markets where green manufacturing credentials are mandatory. As one of the first and largest BESS deployments in India’s food manufacturing sector, this initiative is expected to inspire similar adoptions across the industry, particularly among manufacturers seeking to meet international green standards and reduce their carbon footprint while navigating the challenges of unreliable power supply and stringent pollution norms in industrial zones.

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As part of the portfolio, Namaste India will offer a range of fresh milk variants in Bihar, including FCM (Perfect Maza), Standard milk (Shakti Plus), Cow milk etc., available in consumer-friendly and convenient pack sizes of specified pack sizes – 500ml, 1L, 6L, etc. The milk variants will be available through an extensive omnichannel distribution network, including retail outlets, Kirana stores, modern trade, institutional channels, and direct distributors across 12 districts/cities in Bihar, including Patna, Gaya, Aurangabad, Navada, etc. With competitive pricing, Namaste India aims to make high-quality milk accessible to every household in Bihar.

Namaste India’s Bihar operations are built on rigorous quality standards, including multi-level testing protocols, end-to-end cold chain management, and stringent hygiene practices that preserve freshness and nutritional value from farm to home. This initiative is expected to directly benefit 2-3 lakh dairy farmers and 1 lakh families across the state. Through fair-pricing mechanisms and direct procurement systems, Namaste India is empowering local milk producers and strengthening Bihar’s rural dairy economy. The brand’s commitment to local sourcing ensures that farmers receive fair compensation while consumers get the freshest milk possible.

Speaking about the Bihar launch, Manoj Arora, COO, said, “Bihar is one of India’s most promising dairy markets with immense consumption potential. We’ve observed a significant shift in consumer preference toward branded, hygienic, and quality-assured milk. Namaste India addresses this gap by bringing our signature freshness, taste, and quality standards to Bihar. This is just the beginning – we plan to deepen our presence across the state with Jharkhand, West Bengal, and the 7 sisters in the Northeast.”

Bihar represents a crucial market in Namaste India’s pan-India growth strategy. With this launch, the brand now serves 17-18 States across India, strengthening its position as a national dairy player. Bihar’s entry is particularly strategic given the state’s growing demand for hygienic dairy products and its potential as one of India’s fastest-growing dairy consumption markets. Namaste India remains committed to delivering milk rich in essential vitamins, calcium, and minerals, maintaining the highest standards of nutrition, quality, and local sourcing through its regional-first dairy model that disrupts the traditional ecosystem.

While milk takes centre stage in this launch, Namaste India offers a comprehensive range of dairy products, including ghee, butter, milkshakes & flavoured milk, lassi, curd, paneer, milk powder, and fresh cream & cookies.

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