ITC’s Sunfeast Fantastik! has launched Choco Meltz, a squeezable molten chocolate snack priced at just ₹5. The new product aims to make chocolate indulgence accessible and fun, offering a multi-use experience – consumers can drizzle, spread, or sip the rich molten chocolate straight from the pack. Initially, Choco Meltz will be available across Karnataka, Kerala, Tamil Nadu, and Telangana.
The launch is supported by a playful campaign conceptualised by FCB Ulka, which celebrates everyday moments of joy and connection. Set against relatable scenes among friends and family, the film showcases how Choco Meltz transforms simple snacks into delicious, shareable treats. The brand’s new tagline, “Yum to Yummy,” encapsulates this idea of elevating ordinary experiences through chocolate indulgence.
Anuj Bansal, VP & Head of Marketing, Confectionery, Chocolates & Coffee, Foods Division, ITC, said:
“Sunfeast Fantastik! Choco Meltz, priced at ₹5, is about democratizing indulgence and making it accessible to everyone. It’s a revolutionary molten product that doesn’t require refrigeration and can be enjoyed with bread, rotis, fruits, milk, or straight from the pack.”
Suchitra Gahlot, National Creative Director, FCB Ulka, added:
“The campaign highlights how chocolate and simple everyday gestures can melt hearts and bring people closer. Choco Meltz beautifully blends indulgence with emotion.”
With this launch, ITC continues to expand its Sunfeast Fantastik! portfolio through innovation and consumer-centric snacking experiences.
