Godrej Yummiez, a brand of ready-to-cook products from Godrej Tyson Foods, unveiled its latest campaign for its newly launched Godrej Yummiez Crispy Potato Starz.

This unique star-shaped, crunchy snack, made with high-quality potatoes using advanced Individual Quick Freeze (IQF) technology, keeps it fresh for a long time without any added preservatives.

Conceptualized by The Womb for Godrej Yummiez, the ad film plays upon the sound associated with the product’s crunch and crispiness in a light-hearted manner.

The campaign focuses on the products’ crispiness while also communicating on being free from added preservatives and yet high on taste, leaving viewers with the message of ‘Yummiez Mein Kuch Nahi Chupa Hai’.

Godrej Yummiez Crispy Potato Starz has no added preservatives since it is made using IQF technology. This process involves a unique flash freeze technology that allows the freezing of each product ensuring high-quality standards in taste, texture, and food safety.

Around 55 percent of Indians binge on frozen foods as a mood uplifter on various occasions, as per the ‘STTEM – Safety, Technology, Taste, Ease & Mood Uplifter’ – The India Snacking Report (Volume I) by Godrej Yummies.

However, the myth that frozen foods contain preservatives is a concern among consumers. The same report highlights about 51 percent of Indians feel preservative-free frozen snacks would guilt-rid them off frequent snacking.

As around 65 percent of Indians confessed to indulging in any-time snacking, consumers want preservative-free frozen snacks which will enable them to snack guilt-free. Conscious about mini-meals, Godrej Yummiez is creating an ecosystem of frozen food products with no added preservatives and a tasty go-to option for snacking needs, the company said in a statement.

Godrej Yummiez Crispy Potato Starz is now available across online and offline retail outlets in packs of 400 gms and 750 gms at MRP of 125 and 225 respectively.

Commenting on the new TVC, Abhay Parnerkar, chief executive officer, of Godrej Tyson Foods, said, “As a brand, Godrej Yummiez has always launched products that have created a space for itself on shelves and in homes. Our latest product, Yummiez Crispy Potato Starz is high in taste and quality and does not have any added preservatives thus making it a safe & delicious snack. The uniqueness of the product lies in its crunch and this is exactly what our new TVC communicates. Given the product’s new and exciting shape, we are certain it will become an instant potato-based snacking favorite for adults as well as kids.”

Dhaval Jadwani, joint head of account management, at The Womb, said, “Yummiez was one of the early entrants into ready to cook category, and has been a source of many quick and fun snacking experiences across the country. Being a category leader, it is incumbent on us to grow the category. A clear understanding of the consumer’s biggest category barrier (Preservative) led us straight to our task – Demystify the current misconception around the category and the brand. IQF is a technology at our backend, however, for consumers, it means ‘guilt-free’ indulgence.”