Pass Pass Chingles, one of the popular mini chewing gum brands in the country, added a new and exciting ‘Cola’ flavor to its repertoire. Crafted on the basis of extensive market research and consumer insights, Chingles is all set to capitalize on the popularity of Cola flavour in India, by offering it to consumers in a form of mini chewing gums. Designed to cater to youth, Chingles Cola is currently available in Rs. 1 sachets only. The Zipper and Fliptop packs will soon be available on shelves for this new flavour.
The communication of ‘Chingles Cola’ will hinge on the existing positioning of Chingles, a brand full of life and laughter that brings friends and family closer. It takes off from the positioning of the umbrella brand Pass Pass, which is based on the platform of ‘togetherness’ and ‘friendship’.  The concept of the much loved Cola flavour has been aptly captured in the tagline of the new variant – “Chew a Colaâ€.
Chingles Cola is currently available in most of the states in the country. The distribution of this new variant will be leveraged through the strong distribution channel of DS Group, which ranges from pan plus outlets to the modern retail.
DS Group entered the Confectionary business in 2012 with ‘Pass Pass Chingles’, the mini chewing gums. The current portfolio of fun-filled ‘Chingles’, includes Mint, Nimbu, Saunf and Tutti Frutti flavours that are available in Rs. 1 sachet, Rs. 5 zipper and Rs 10 Fliptop packs. The Group ventured into the hard boiled candy segment last year with Pulse, the Kachcha Aam flavoured hard boiled candy, with a tangy twist. Post the grand success of Pulse Kachcha Aam, which has become the heart throb of the nation, Pulse Guava, the second variant in the hard boiled candy segment has been introduced recently.
