Bisleri has unveiled an exuberant new campaign for its Limonata range, transporting audiences to the sun-drenched vistas of the Amalfi Coast in a bid to capture the essence of summer indulgence and refreshment. Titled ‘Double The Chill’, the campaign leans into the drink’s citrusy, mint-infused profile by situating its story in one of the world’s most iconic lemon-growing regions.

Fronted by Bollywood actor Shahid Kapoor, the campaign film unfolds as a light-hearted chase sequence across winding coastal roads, pastel-hued villages and sparkling Mediterranean backdrops. At its centre lies a simple yet engaging premise: the irresistible allure of a chilled bottle of Bisleri Limonata, compelling enough to set off a spirited pursuit.

The creative direction draws a deliberate parallel between the product’s flavour profile and the cultural imagery of the Amalfi Coast, long associated with lemons, leisurely summers and a sense of effortless luxury. By anchoring the narrative in this setting, the campaign elevates Limonata from a functional beverage to an aspirational experience, one that evokes travel, indulgence and sensory escape.

Visually, the film leans into high-energy storytelling paired with scenic cinematography, juxtaposing Kapoor’s charismatic screen presence with sweeping coastal landscapes. The result is a campaign that balances humour and style while reinforcing the brand’s positioning within the competitive flavoured beverage segment.

Behind the scenes, the campaign reflects a collaborative effort spanning brand, marketing, creative and production teams, all working to translate a simple product insight into a globally resonant narrative. The choice of an international location underscores a growing trend among Indian brands to expand their storytelling canvas, tapping into universal themes and visually rich destinations to connect with younger, experience-driven audiences.

With ‘Double The Chill’, Bisleri appears to be signalling a strategic push to refresh its image and appeal, aligning its offerings with lifestyle-driven narratives that go beyond traditional advertising tropes. By blending celebrity appeal, cinematic storytelling and an evocative setting, the campaign positions Limonata not just as a drink, but as a symbol of carefree summer moments — wherever they may be found.

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TOMÀ enters the tomato sauce category with a distinctive approach that places language at the heart of its identity. The brand name itself carries dual meaning: repeated, it naturally spells “tomato”, making the category instantly recognisable; in Sicilian dialect, “tò mà” translates to “your mum”, evoking the warmth of homemade cooking.  

This linguistic play translates into two complementary design directions. The logotype becomes a repeatable visual system, forming rhythmic patterns that subtly spell “tomato” and enhance shelf impact. At the same time, the maternal reference is reinterpreted through a bold character: a grandmother styled in a vibrant Sicilian shirt, portrayed with confidence and modern flair. She becomes a “pop grandmother”, symbolising authenticity while speaking to contemporary audiences.  

The packaging design balances rhythm and reassurance. The repeated logotype creates a dynamic background pattern, conveying modernity and memorability, while the central label adopts a more composed, classical layout that structures information and builds trust. This interplay of impact and familiarity ensures TOMÀ stands out while remaining approachable.  

A key detail is the accent mark, reimagined as a brushstroke of sauce. This transforms a typographic element into a sensory cue, connecting directly to the product’s texture and essence. It is a subtle yet powerful reminder of the sauce’s homemade quality.  

In a category often dominated by nostalgic codes and traditional imagery, TOMÀ takes a fresh, contemporary route. By using language as a design driver, it communicates authenticity without clichés, relying instead on rhythm, simplicity, and cultural resonance. The result is packaging that is both striking and meaningful, positioning TOMÀ as a brand that blends modern design with the essence of home cooking.  

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Fruit juice giant Tropicana Brands Group has expanded beyond its traditional offering with the introduction of Hydrate+, a new range designed to tap into the booming functional drinks sector.

The move reflects a significant shift in consumer preferences, as shoppers increasingly seek beverages that provide added health benefits alongside flavour. With hydration now a key focus, Tropicana’s latest innovation aims to bridge the gap between indulgence and functionality by combining its established juice expertise with ingredients that support electrolyte balance.

The Hydrate+ range launches with two chilled variants: Pineapple with Coconut Water and Mango with Coconut Water, both available in 850ml take-home packs priced at £3.50. The brand has also confirmed that smaller 300ml single-serve options will be introduced later in 2026, catering to on-the-go consumption trends.

Each variant blends tropical fruit juices with coconut water, enhanced by magnesium and a mix of vitamins including E, C, B1, B2 and B6. The formulation is designed to support hydration while maintaining the taste profile that consumers associate with the Tropicana name.

According to Liz Ashdown, marketing director at Tropicana, the launch comes at a time when hydration has become a growing priority for consumers. She noted that sales of functional drinks have risen by 31% since 2022, while online searches related to hydration have surged dramatically in recent years.

Ashdown emphasised that despite the increasing interest in functional benefits, taste remains the decisive factor for most consumers. She pointed to Tropicana’s 79 years of experience in fruit blending as a key advantage in delivering a product that satisfies both expectations.

The introduction of Hydrate+ signals a strategic evolution for the brand, positioning it within a highly competitive category that includes sports drinks, vitamin waters and plant-based hydration products. By leveraging its heritage and brand recognition, Tropicana aims to offer a more natural alternative in a market often dominated by heavily processed options.

As the functional beverage segment continues to expand, the success of Hydrate+ will likely depend on its ability to balance health credentials with the flavour consistency that has long defined Tropicana’s appeal.

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In a move that blends comfort food with aspirational design, Domino’s Pizza Inc. has unveiled a campaign that pairs its most premium pizzas with a curated selection of luxury goods from fellow Michigan-based brand Shinola. The initiative coincides with the launch of Domino’s new Slice Sauce, a creamy dip designed to elevate every bite, and reflects a broader push to merge everyday indulgence with accessible luxury.

Long associated with value-driven convenience, Domino’s is now leaning into a more elevated aesthetic. Its Handmade Pan and Parmesan Stuffed Crust pizzas already arrive in distinctive black and gold boxes, signalling a premium experience. The new Slice Sauce follows suit, packaged in the same striking colour scheme, reinforcing the brand’s repositioning of indulgence as both visual and culinary.

Customers who order these pizzas before 7 May 2026 will receive password-protected access to shop a limited collection of Shinola products at preferential prices when the online store opens the following day. The range includes watches and leather goods subtly customised with Domino’s design cues, all presented in bespoke black and gold packaging.

Among the highlights are the 39mm Mechanic Watch priced at $1,350, the Canfield Sport Chronograph models in 40mm and 45mm variants, and several iterations of the Runwell watch, alongside practical accessories such as a zip travel kit, laptop tech case, trifold wallet and card holder. The offering aims to bridge the gap between high-end craftsmanship and everyday affordability.

Kate Trumbull, executive vice president and chief marketing officer at Domino’s, described the collaboration as a natural fit between two iconic Michigan brands. She noted that while customers have long enjoyed Domino’s most decadent pizzas at accessible prices, the partnership now extends that philosophy into lifestyle products, offering what she called “attainable luxury”.

The campaign underscores a growing trend among global brands to blur the lines between categories, turning food experiences into lifestyle statements. By pairing a new product launch with exclusive retail access, Domino’s is not only promoting its Slice Sauce but also creating a sense of exclusivity typically reserved for high-end fashion and design collaborations.

Ultimately, the initiative positions Domino’s as more than a fast-food chain, reframing it as a brand capable of delivering small, everyday luxuries—whether through a richer pizza experience or the opportunity to own a finely crafted timepiece at a more approachable price point.

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Independent branding agency Brandon has unveiled its latest innovation project with BakeAway, introducing Doh!, a bake-at-home cookie dough brand designed to spark indulgence and creativity in UK households. Launching on 17 April 2026, Doh! will be available in over 1,000 Tesco stores, 400 Asda outlets, Ocado, and other leading retailers, marking a significant expansion for BakeAway, the UK’s leading pastry and dough manufacturer.  

The collaboration between Brandon and BakeAway was rooted in consumer insight. Research revealed that shoppers craved warm, satisfying treats but were reluctant to face the mess and effort of baking from scratch. Brandon’s Client Partner Richard Colson explained: “Consumers wanted to feel like the creator without having to be the master baker. With our expertise in consumer goods innovation, we were perfectly placed to help BakeAway create the next big thing in treat culture.”  

From proposition to packaging, Brandon shaped the brand blueprint, defining Doh!’s purpose, personality, and playful positioning. The name itself was chosen for its brevity, memorability, and wit, with the brand idea “Spark a little doh-lightfulness” guiding the creative journey.  

Design inspiration drew from contemporary bakeries, the whimsical charm of Willy Wonka, and the quirky aesthetics of Wes Anderson. At the heart of the brand is Don Doh, a fictional baker inspired by a BakeAway employee, brought to life by illustrator Andrew Rae. Don Doh embodies the spirit of fun and creativity, encouraging consumers to enjoy the indulgence of freshly baked cookies with ease.  

Brandon’s Design Director Joe Bembridge noted: “The brand idea and name are full of warmth, joy and wit. Don Doh ensures that wherever the brand shows up, it sparks doh-lightfulness.”  

Adding further craft, lettering artist Dan Forster created the Doh! logotype, with fluid flourishes that echo the softness of dough and the indulgent centre of a perfectly baked cookie. The result is a playful yet grown-up identity that reflects both the artistry of baking and the joy of treating.  

With Doh!, Brandon and BakeAway have not only introduced a new product but also carved out a fresh category in the UK snacking landscape. Positioned to capture mass appeal, Doh! promises to transform everyday indulgence into a creative, mood-lifting experience for consumers nationwide.

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Warburtons, the family-run bakery brand that has become Britain’s most chosen FMCG name, has taken a decisive step in redefining its visual identity. With more than 70 products spanning multiple categories, the challenge was clear: how to unify such a vast portfolio while ensuring the brand remains instantly recognisable in an increasingly crowded retail environment.  

Taxi Studio, the Bristol-based design agency, was tasked with creating a system that would not only strengthen Warburtons’ shelf presence but also celebrate its heritage. The solution is a cohesive pack architecture built around the brand’s most enduring symbol: the smile. Inspired by the curve of the wordmark, the smile becomes the central motif, anchoring the design and providing a sense of warmth and familiarity.  

Colour plays a vital role in the new identity. A bold use of Baked Orange dominates the packaging, ensuring visibility across formats and categories. This vibrant hue is not only distinctive but also deeply associated with Warburtons, making it a powerful tool for instant recognition. By applying it consistently, the brand achieves a striking presence that cuts through the clutter of supermarket shelves.  

Typography has also been carefully considered. A bespoke typeface, developed in collaboration with Studio Drama, provides a consistent visual voice across the portfolio. It balances modernity with approachability, ensuring that the brand feels contemporary while retaining its family-friendly character. The typeface works seamlessly with the smile motif, reinforcing the sense of unity across products.  

Adding to this system is a signature roundel, a design element that conveys heritage and warmth. It acts as a seal of authenticity, reminding consumers of Warburtons’ long-standing reputation for quality and trust. Together, these elements form a brand system that is both unified and highly impactful, capable of flexing across categories without losing coherence.  

For Warburtons, the redesign is more than cosmetic. It is a strategic move to safeguard its position as Britain’s most chosen FMCG brand, ensuring that its products remain instantly identifiable in a competitive marketplace. By blending heritage with bold modernity, Taxi Studio has delivered a system that not only strengthens shelf presence but also reinforces the emotional connection consumers have with the brand.  

In a sector where visibility and recognition are paramount, Warburtons’ smile now shines brighter than ever.

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The Arnott’s Group, one of Australia’s most enduring food companies, has introduced a new addition to its celebrated Shapes range: Shapes Light & Crispy. Promising the same bold flavour that has made Shapes a household name for generations, the new variant delivers a lighter, healthier bite designed to meet evolving consumer preferences.  

Shapes Light & Crispy are oven baked, not fried, and contain less than 120 calories per serve. With 50% less saturated fat and 25% less sodium compared to Shapes Originals, the crackers are positioned as a smarter snacking choice without compromising taste. Free from artificial colours, flavours and preservatives, they reflect Arnott’s commitment to quality and transparency in its products.  

For 160 years, Arnott’s has been a trusted name in food, delighting consumers with brands that have become part of Australia’s cultural fabric. Today, the company’s portfolio extends far beyond biscuits, encompassing Campbell’s, V8, Messy Monkeys, Freedom Cereals and 180Degrees, among others. This breadth underscores Arnott’s ambition to create “delicious moments” in everyday life, a mission that continues to guide its innovation.  

The launch of Shapes Light & Crispy also highlights Arnott’s broader sustainability agenda. The company has pledged to operate within the natural boundaries of the planet, sourcing responsibly and ensuring its manufacturing processes are aligned with environmental goals. With operations in Australia, New Zealand, Malaysia and Indonesia, and a workforce of more than 4,000 across the Asia Pacific, Arnott’s is deeply connected to the communities it serves.  

Headquartered in Sydney, Arnott’s products are stocked by all major retailers and enjoyed by millions worldwide. The introduction of Shapes Light & Crispy is expected to strengthen its appeal among health-conscious consumers, while reinforcing the brand’s reputation for delivering flavour-packed snacks that resonate across generations.  

As consumer demand shifts towards healthier options that do not compromise on taste, Arnott’s has positioned Shapes Light & Crispy as a timely innovation. It is a product that not only reflects the company’s heritage of delighting snack lovers but also its forward-looking vision of balancing indulgence with wellbeing. In doing so, Arnott’s continues to cement its role as a custodian of iconic food brands, blending tradition with modernity in every bite.

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Burger King India has reignited its Korean culinary experiment with the launch of Korean Spicy Fest Season 2: Kimchi Fire, a campaign designed to capture the energy of the Hallyu wave sweeping across India. Building on the success of last year’s debut, the brand has expanded its menu to eight products, blending returning favourites with new additions. At the heart of the line-up is the flagship Whopper, now reimagined with seven layers and a Korean kimchi twist.  

Cheese lovers are catered to with the Korean Kimchi Cheese Burger, while the menu also features the Korean Kimchi Veg Whopper, Chicken Whopper, Paneer Burger, Chicken Burger, Spicy Chicken Wings, Spicy Chicken, and Spicy Fries. Prices start at ₹149, with options available for dine-in, takeaway, and delivery, alongside Korean Meal Deals and upgrade combos.  

Kapil Grover, Chief Marketing Officer, Burger King India, said the overwhelming response to last year’s festival highlighted the appetite for bold flavours. “With Season 2: Kimchi Fire, we’re bringing back everything our consumers loved, while adding an exciting new Korean layer of kimchi and the introduction of our signature seven-layer Whopper,” he noted.  

Prashant Sukhwani, Vice President – Marketing, emphasised the campaign’s cultural resonance. “Our Korean campaign has been designed to capture the vibe of the Hallyu Wave, which is at its peak across India. Going bigger, bolder and more Korean, our campaign pushes creative storytelling in an attention-deficit economy,” he said.  

Creative partner Havas India approached the brief as a K-culture comeback, with Managing Director and Chief Creative Officer Anupama Ramaswamy explaining: “If the food is getting a kimchi upgrade, the campaign should too. We worked with K-obsessed artists and composers to create a visual and sonic language that feels immersive and fresh.”  

The 360° campaign spans digital promotions, in-restaurant activations, outdoor advertising, and influencer partnerships, with a multi-pronged strategy targeting food enthusiasts, K-culture fans, and spice lovers. Customers can also unlock exclusive dine-in deals via the Burger King App, ensuring that Season 2 delivers both flavour and fanfare.  

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Emami Ltd, one of India’s leading FMCG companies, has announced the acquisition of full ownership in Axiom Ayurveda, a move that underscores its ambition to expand into the burgeoning functional beverages market. The company has signed a definitive agreement to purchase the remaining 73.5 percent stake in Axiom Ayurveda for a consideration of up to ₹200 crore. This follows its initial investment in 2023, when Emami acquired a 26.5 percent minority stake in the business.  

The deal marks a significant milestone for Emami, which has traditionally been associated with personal care and healthcare products. By transitioning from a minority investor to full owner, the company signals its intent to diversify and capture growth opportunities in the wellness-driven beverage segment. Functional beverages, which include products infused with health benefits such as immunity boosting, digestive support, and energy enhancement, have seen rapid growth in India, driven by rising consumer awareness and demand for healthier alternatives to conventional soft drinks.  

Axiom Ayurveda, known for its herbal and ayurvedic formulations, has carved out a niche in this space with its range of natural drinks. Its flagship brand, AloFrut, has gained popularity among health-conscious consumers, offering fruit-based beverages enriched with aloe vera and other functional ingredients. Emami’s complete acquisition is expected to provide the scale, marketing muscle, and distribution reach needed to accelerate Axiom’s growth trajectory.  

Industry observers note that the deal reflects a broader trend of FMCG majors investing in wellness-oriented categories to stay relevant in a market increasingly shaped by lifestyle shifts. For Emami, the acquisition not only diversifies its portfolio but also aligns with its strategy to tap into high-potential adjacencies beyond its core personal care segment.  

The transaction, valued at up to ₹200 crore, is seen as a calculated bet on the future of functional beverages in India. With rising disposable incomes, urbanisation, and a growing preference for preventive healthcare, the category is expected to expand significantly in the coming years. Emami’s move positions it to capture this momentum, leveraging its established brand equity and distribution network to scale Axiom Ayurveda’s offerings nationwide.  

As the deal progresses towards closure, Emami’s entry into the functional beverages space is being viewed as a strategic pivot that could redefine its growth narrative, signalling a new chapter for the company in India’s evolving consumer landscape.

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India’s beloved Naturals Ice Cream has teamed up with Bombay Sweet Shop to create a summer treat that blends nostalgia with a daring twist. The collaboration introduces two limited-edition flavours—Tender Coconut Naga Chilli and Coffee Fudge Crunch—both reimagined versions of Naturals’ classics, infused with Bombay Sweet Shop’s inventive touch.  

The partnership is rooted in a shared philosophy: celebrating familiar flavours while experimenting with formats and ingredients. Tender Coconut, one of Naturals’ most iconic scoops, now carries the fiery kick of Naga chilli, while Coffee Fudge Crunch adds a playful texture to the brand’s popular coffee variant. Together, they promise comfort with a spark of surprise.  

“India’s favourite scoops have officially met the masters of modern mithai, and it is brilliant to see our daily batches get such a fun update,” said Siddhant Kamath, director at Naturals Ice Cream. He emphasised the collaboration’s nostalgic core, noting how Bombay Sweet Shop’s creativity has injected fresh energy into the menu. “There’s a strong sense of nostalgia at the heart of this collaboration, but also a lot of fun in reimagining familiar favourites,” he added.  

Sameer Seth, founder and CEO of Bombay Sweet Shop, echoed the sentiment. “At Bombay Sweet Shop, we have always celebrated the familiar, bringing it a twist that feels exciting and relevant for today. Their ice creams are something so many of us have grown up with, and reimagining those classics in our own way made the process especially enjoyable.”  

The flavours are available across Naturals Ice Cream outlets nationwide, at Bombay Sweet Shop’s stores and cafés in Mumbai, and on food delivery platforms such as Swiggy and Zomato. With pricing starting at Rs 85 per scoop and Rs 475 for tubs, the collaboration is designed to be accessible while offering a premium experience.  

As summer sets in, the partnership between Naturals and Bombay Sweet Shop is more than just a menu update—it is a celebration of memory and modernity, inviting customers to savour the comfort of the familiar while embracing the thrill of the unexpected.

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