Perfetti Van Melle introduces Chupa Chups Sour Belt and Sour Bites

Confectionery manufacturer, Perfetti Van Melle India, started producing Chupa Chups Bubble Gum filled lollipops earlier this year in India. After a very good start to this product, the market leader in confectionery has now introduced a range of soft candy offerings - Chupa Chups Sour Belt and Sour Bites, which are extremely playful and exuberant fun.

The unique first of its kind offering would surprise consumers with its tongue tickling sweet and sour taste in delicious Strawberry, Raw Mango and Mixed Fruit flavors. The distinctive shapes and textures of both the products naturally lend themselves to playful consumption.

The first product is Sour Belt, where the soft chewy candy is offered in a unique belt shape and offers fun ways of enjoying the product. The offering would be available in a single pack at Rs 5 in Strawberry and Raw Mango flavors, and also in an 8pc tray pack at Rs 30 which contains multi-coloured belts in Mixed Fruit flavor. 

The second product, Sour Bites, offers a rather differentiated eat experience of multi-coloured bite size pieces in mixed fruit flavour. Each bite is a burst of sweet and sour tastes in the mouth. Available in a bag at Rs 10 and a larger pack at Rs 30, it would be great for sharing with family or friends, and for on the go consumption.

In a statement, Mr. Ramesh Jayaraman, Managing Director, Perfetti Van Melle India said “We are delighted to expand the Chupa Chups portfolio in India with the launch of Chupa Chups Sour Belts and Sour Bites. Our recent launch, Chupa Chups Bubble Gum Filled Lollipops, has received a very positive response from consumers. With this launch now of Sour Bites and Belts, we are raising the innovation bar further. Substantial investment has been made in the manufacturing line, and we are delighted once more to be the first in India to bring a major innovation to the market. The Chupa Chups fun personality is inherent in these offerings and their distinctive shape and textures offer great scope for playful consumption.’’  

Elaborating on the launch, Mr. Rohit Kapoor, Director - Marketing, said “We are really excited to launch Chupa Chups Sour Belt and Sour Bites, innovative soft candy offerings with ‘sweet and sour’ sprinkles on top. These are extremely successful formats in some international markets and it was indeed a challenge to bring these delightful offerings at mainstream price points in India. These offerings also provide us a perfect opportunity to carve out a new ‘sweet-sour’ segment in the confectionery market. The launch will be supported by a communication campaign on ‘take fun seriously’ platform, that includes a new TVC, point of purchase material in general trade, visibility drive in Modern trade and digital campaign targeting the brand’s core teenage audience.”

The communication for the new launch encapsulates the brand philosophy of ‘Fun ko seriously lo!’ (Taking fun seriously). The commercial shows the principal of the school entering an examination hall to make an important announcement. All the kids sit up alert, wondering what’s coming next. The principal then in a very serious tone of voice introduces Chupa Chups Sour Belt and Sour Bites to the kids and demonstrates to them the different fun ways in which the products can be had. The unexpected announcement adds fun to the serious atmosphere of ongoing examination.

Commenting on the campaign, Anurag Agnihotri, Executive Creative Director, Ogilvy, said, “It’s a delight to create a fun piece of communication for a product that’s so true to its brand philosophy. The new Chupa Chups Sour Belt and Sour Bites commercial brings alive the positioning of ‘Fun ko seriously lo!’ in a cheeky and humorous manner.”

The campaign will air across all major national and regional channels and digital media as well.



Perfetti Van Melle India Pvt Ltd

Marketing Team

Rohit Kapoor: Director-Marketing

Munir Lamba: Associate Category Director

Alok Raj: Senior Brand Manager



Ogilvy & Mather

Piyush Pandey: Chairman & Creative Director, South Asia

Creative Team

Rajiv Rao: National Creative Director

Anurag Agnihotri: Executive Creative Director

Saurabh Dikshit, Shahrukh Irani: Sr. Creative Director

Saurabh Kulkarni: Creative Director


Account Management

Kapil Arora: President – Branch head Ogilvy North

Vishwajeet Rana: Sr. Vice president

Saksham Kohli: Management Supervisor

Ankita Singh: Group Account Manager

Kovid Ummat: Account Executive


Production House: Tubelight Films

Prashant Issar: Director


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