Bikano takes licence for Chhota Bheem to launch extruded products range
Bikano, a major in snacks, has acquired the license for India's most beloved children-show character, Chhota Bheem, to launch its extruded product range. This range includes Ringz and Puffees as well as Cheese Balls and Pasta Crunch. It aims to increase the company's presence within the rapidly expanding 'Western snacks market' of Rs 16,000 crore. Extrudes have seen a lot of growth and continue to expand at 23-25%.
India's extrudes snacks market will grow at a rate of more than 20% by 2024. A growing population of youth and young people, rising per capita income, and the introduction and pricing of smaller packs are some major factors that will drive increased extrude snacks consumption. This segment is primarily populated by young people and children. These extrude snacking options are easy to prepare and take to school. The company is aiming to enter this market by introducing its new extrude products for children 3-10 years old.
"The Chhota Bheem character has been capturing the hearts and minds of children across the country for many years. Its unique message-driven content and captivating personality have made it a household favorite. We hope this collaboration will attract children and kids to our snack options and encourage them to choose healthier snacks. If we look at Western snacks, it is driven by chips, with extrude only a small portion of the category. As the market grows, we want to encourage growth in this sector. Bikano director Manish Aggarwal stated that we are aiming to offer the best products and develop the category with our new sub-brand Fatax.
"Offering new products on a consistent basis has been a key focus of our brand." Aggarwal added that the new range will give us an expected sales boost of up to Rs 15 crore this fiscal.