Too Yumm!, part of the RP-Sanjiv Goenka Group, has expanded its portfolio with the launch of Korean Karare, a spicy umami snack inspired by Korean flavours and tailored for Indian palates.
Fronted by Varun Dhawan, the campaign adopts a paparazzi-style narrative, teasing a mysterious “Korean co-star” before revealing the product. Timed with the Indian Premier League, the rollout reflects the brand’s continued focus on culture-led, high-engagement marketing formats.
Korean Karare builds on Too Yumm!’s earlier foray into Korean-inspired offerings, including its K-Bomb Ramen range, as the brand deepens its presence in globally influenced snacking. Positioned within its better-for-you portfolio, the product is not fried and is made using 100% rice bran oil.
Yogesh Tewari, Chief Marketing Officer, Too Yumm!, added, “India’s snacking landscape is being shaped by cultural crossovers. Consumers are discovering flavours through content, and engagement today is driven as much by relevance as by reach. For us, that means moving beyond product launches to building cultural moments that can travel. Korean Karare is a natural extension of that thinking, where we tap into a global conversation but localise it in a way that feels intuitive to Indian consumers.”
The launch aligns with Too Yumm!’s broader strategy of combining flavour innovation with cultural relevance across categories such as chips, namkeen and extruded snacks. The product is now available pan-India across retail, the brand’s D2C platform, and quick commerce channels, including Blinkit and Swiggy Instamart.
