Chupa Chups, confectionery brand from house of Perfetti Van Melle, dialed up the play quotient with the launch of Crazy Raffe, a long, twisted, center filled jelly that reimagined everyday snacking as a playful adventure. Priced at ₹20, the 30g jelly delivers a visually striking and interactive candy experience crafted especially for teens and tweens.
Crazy Raffe was inspired by a simple but powerful insight. Young consumers today look beyond flavours. They seek candy that is visually exciting, fun to interact with and enjoyable to share with friends. They want snacks that spark curiosity and bring a sense of play into everyday moments. With its extra long twisted format and giraffe inspired design, Crazy Raffe transformed a simple treat into an expressive and engaging experience.
The product features a vibrant strawberry flavoured outer shell in two shades of red, wrapped around a creamy vanilla center filling. The combination of sour and sweet creates a layered taste experience, while the elongated twisted format encourages stretching, sharing and playful experimentation. Whether enjoyed during breaks or casual hangouts, Crazy Raffe brings a sense of spontaneity to indulgence.
Speaking on the new launch, Gunjan Khetan, Director – Marketing, Perfetti Van Melle India, said, “Chupa Chups symbolises creativity, self expression and fun. With Crazy Raffe, we wanted to introduce a format that feels fresh, interactive and exciting for today’s teens. It is not just about flavour, it is about turning everyday moments into playful, expressive experiences. The long twisted shape and center filling adds an element of surprise and discovery, which further creates a strong buzz and renewed excitement in the jelly segment.”
The giraffe inspired packaging further amplified the product’s personality, making it instantly noticeable on shelves. The bold, elongated design reflected the brand’s philosophy of inspiring experiences and encouraging young consumers to embrace small moments of escape and joy.
As India’s confectionery landscape continues to evolve, there is growing demand for immersive snacking formats that combine flavour with fun. With Crazy Raffe, Chupa Chups reinforced its commitment to delivering innovative candy experiences that resonate with youth culture and playful experimentation. Crazy Raffe was launched in February 2026 and is now available in pan India retail stores at ₹20 per pack
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