Confectionery brand Chupa Chups has introduced a new playful candy product, Crazy Raffe, a long, twisted, centre-filled jelly designed to bring an interactive experience to everyday snacking. The product, launched nationally in February 2026, is priced at ₹20 for a 30-gram pack and is now available across retail stores in India. The brand is part of global confectionery major Perfetti Van Melle.
The new jelly has been developed keeping in mind the evolving preferences of teens and tweens who increasingly look for visually engaging and shareable snack formats. Inspired by a giraffe, the candy features an extra-long twisted design that transforms a simple treat into a playful experience. It comes with a vibrant strawberry-flavoured outer shell in two shades of red, wrapped around a creamy vanilla centre filling. The sweet-and-sour combination aims to deliver a layered taste experience while encouraging stretching, sharing and playful interaction.
Commenting on the launch, Gunjan Khetan, Director–Marketing at Perfetti Van Melle India, said the brand continues to focus on creativity and self-expression among young consumers. “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 but about turning everyday moments into playful experiences,” Khetan said.
The giraffe-inspired packaging, designed with bold and elongated visuals, aims to make the product instantly noticeable on retail shelves while reinforcing the brand’s focus on fun and experiential snacking.
In Kolkata, the demand for innovative confectionery products among school-going consumers and young shoppers remains strong. Local distributors note that brightly packaged candies priced at accessible levels often see high impulse buying in neighbourhood stores and modern trade outlets. With its quirky format and interactive design, Crazy Raffe is expected to attract curiosity among young consumers in Kolkata’s competitive confectionery retail segment.
