Food Licensing 

Bikano and Chhota Bheem enter into a licensing deal for “Fatax”

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Appetizer specialist Bikano entered into a licensing contract to get the most iconic kids’ character Chhota Bheem on their products. Bikano has come out with a whole new range of products which include Ringz, Puffers, Cheese balls, Pasta Crunch, and more.

The brand has managed to gain a strong footing in the western snack market which is valued at 16000 crores. The category is expected to grow by 23-25% by 2024. This product has been specifically launched for kids between the age of 3-10.

“The Chota Bheem character has been consistently capturing the hearts of kids across the country over all these years, and even globally with its unique and intriguing message-driven content. This collaboration will help us to attract kids and children to our offerings and drive them towards more diversified, healthy snacking options. Also, if we look at western snacks, currently it is driven by chips; extrude being a small part of the category as of now. We want to drive growth in this segment as the market is ever-expanding. With our new sub-brand ‘Fatax’, we aim to deliver the best products and further develop the category in our portfolio.” said Mr. Manish Aggarwal, Director, Bikano.

“Also offering new products on a regular basis has been a prime focus of our brand. Apart from that, the new range is expected to give us a sales surge of up to Rs 15 crore in this fiscal,” added Mr. Aggarwal.

Speaking on looping Chhota Bheem for the launch of their extrude products range, Mr. Dawinder Pal, Head of Marketing at Bikano, said “Puffed and extruded snacks are a major trend nowadays, as it gives numerous options other than potato chips with plenty of interesting flavor combinations. However, other than taste and flavor, we need a compelling product story along with an interesting visual appeal to target kids and youngsters.”

“Chhota Bheem has high recall among our TG (Target Group) and this association will enable us to get an edge over our rivals and drive sales for this category. The character of Chhota Bheemwill certainly creates an impact that’ll resonate with kids. We will be running a digital campaign and TVC to communicate this association. We are targeting extrudes since this is the fastest-growing category within the western snacks segment.” added Mr. Pal.

The chips are priced at 10 Rs and are available in all retail outlets.

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