The firm’s latest crunchy snack range is made from rice and corn grits and potato flakes.
It comes in a mix of trending flavours inspired by globalisation and K-pop, and traditional favourites like sour cream & onion.
According to Cornitos director Shobhit Agarwal, hot and cheesy flavours are leading the way across multiple food categories, and Cornitos is capitalising on this trend with a mix of familiar and innovative options.
“If you look at the current market trends, Korean flavours, in particular, have gained significant traction in India, largely due to globalisation and the growing influence of Korean pop culture. Because of streaming platforms like Netflix, Indian consumers are more aware of global food trends than ever before.
“We want to tap into this trend while offering something unique. For example, we chose Fiery Peri Peri was chosen because spicy, bold flavours, like flaming hot variants, are currently trending among younger consumers. Our strategy revolves around ‘loud crunch and loud flavours’ to ensure that Crusties will stand out in the market,” said Agarwal.
He also highlighted the need to retain classic flavours – such as cheese and sour cream & onion – and offer something unique at the same time to ensure there’s something for everyone.
For example, the Honey Chilli Potato Puff, is something that hasn’t been seen in the market before, according to Agarwal.
“The Honey Chilli Potato Puff brings an Indo-Chinese food experience into a snack format. Indo-Chinese cuisine is hugely popular in India and even among Indians living abroad, so we saw an opportunity to innovate in this space. We don’t want our snacks to be one-dimensional; we aim to create unique, memorable experiences for consumers,” said Agarwal.
The firm observes similar flavour trends in different market segments, but notes that there are some unique flavour preferences.
Regional preferences
The same product can be perceived differently across countries. To address this, the firm makes slight modifications to its flavours to align with local tastes, ensuring better market acceptance.
“Take cheese balls, for example. What an Indian customer prefers in terms of taste might be quite different from what a customer in Singapore, Thailand, or Australia enjoys. Some may prefer a sweeter profile, others spicier, cheesier, or saltier,” said Agarwal.
He adds that spice tolerance and preferences for certain flavours can also differ across regions.
For example, in South East Asia, where consumers enjoy bold, spicy flavours, products with a mix of heat and sweetness tend to perform well.
Conversely, in the Middle East, where many expats from Europe and other regions reside, spice tolerance is generally lower. As a result, cheesier and smokier flavours are more popular in that region, said Agarwal.
The firm develops flavours and products based on market insights gathered directly from its consumer base, leveraging its presence in over 50,000 stores across India and various online platforms.
It is aiming to grow its Gen Z consumer base as investing in a younger audience helps build long-term brand loyalty.
Capturing the Gen Z market
Agarwal noted that puff snacks are an impulsive purchase, making them particularly popular among younger demographics.
“We see the highest consumption of extruded puff snacks among kids, high schoolers, and college students. It’s an impulse-driven snack – something you grab without overthinking when you’re in the mood to munch,” said Agarwal.
He adds that the crunch factor is also what makes snacking appealing – Crusties offers this snacking indulgence in a healthier way since they are baked instead of fried.
“Our target audience is already consuming these types of products, and we offer them a healthier alternative. However, we’re not positioning Crusties as a health snack – we’re simply making a better-for-you version of what’s already popular,” said Agarwal.
To appeal to young consumers, the firm designed Crusties packaging in a comic book-style format – playful, quirky, and on-trend with Gen Z’s aesthetic preferences.
The brand is also working on its international expansion, with the UAE and Saudi Arabia set to launch Crusties within the next six months.
Additionally, efforts are underway to introduce Crusties in other APAC regions including Nepal, Singapore and Australia.
Cornitos products are available across major Indian quick commerce platforms, including Blinkit, Swiggy Instamart, and Zepto, as well as on e-commerce sites like Amazon. The brand also maintains a retail presence in trade outlets such as Reliance and More, with distribution spanning 20 to 26 states in India.
