Sunfeast to ‘WOW’ consumers with 14 crispy layers & a cheesy delight

ITC’s Sunfeast, known for bringing differentiated senatorial experiences to consumers in the biscuits category, announces its latest launch - Sunfeast Wowzers. Designed to redefine the cracker segment with an unparalleled blend of crunchiness and delightful flavours, Sunfeast Wowzers is here to redefine snack time, and bring a sweet, indulgent twist to the savoury cracker category.

‘Crunchiness’stood out as one of the key factors driving consumer preference in crackers, and Sunfeast Wowzers boasts a remarkable 14-layer enrobed cracker design, offering exceptional crispiness and an indulgent texture. Breaking away from conventional flavours, Sunfeast Wowzers introduces two delightful variants–Cheese crème enrobed cracker and Lemon crèmeen robed cracker.

These distinctive flavours, combined with a sprinkle of sugar for added delight and 14 crispy layers, gives a truly multi textural experience that appeals to both homemakers seeking indulgent treats for their families and young adults looking for on-the-go delights.

In conjunction to the launch, the brand has also rolled-out an exciting new ad campaign that captures the essence of this game-changing snack. Conceptualized by Ogilvy, the TVC, with the tagline ‘Iske Har Bite Mein Hai Wow!’.

Commenting on the latest launch, Mr. Ali Harris Shere, Chief Operating Officer, Biscuits and Cakes Cluster, ITC Ltd., said, “Sunfeast Wowzers is more than just a snack; it is a sensory experience that combines premium crunch with bold, delightful flavours. With this launch, we’re setting a new benchmark in the cracker category and catering to evolving consumer preferences.”

Mr. Puneet Kapoor, Chief Creative Officer, Ogilvy south said, “The proof of the pudding—or in this case, the cracker—is in the tasting. Enter Wowzers, a cracker so thrilling it practically wrote its own script. With 14 crisp, flaky layers and a cheesy taste that'll make your taste buds explode, this isn't just a snack; it’s a whole mood. Naturally, we needed an idea as over-the-top indulgent as this groundbreaking creation. So, we went all out—a larger-than-life representation to match the cracker's towering flavour profile. Because when it comes to Wowzers, subtlety is just not on the menu.”

Sunfeast Wowzersis currently launched in Tamil Nadu, Kerala, Maharashtra, Andhra Pradesh, Telangana, West Bengal and Gujarat, followed by an expansion into other parts of the country. The product will be available in general trade, modern trade, quick-delivery platforms and ITC store in two convenient sizes: a 16g pack priced at ₹5 and a 128g pack priced at ₹60.