Chupa Chups, the confectionery brand from the house of Perfetti Van Melle, has launched a new playful candy product called Crazy Raffe, a long, twisted, centre-filled jelly designed to make snacking more interactive for young consumers. The product, launched in February 2026, is priced at ₹20 for a 30g pack and is now available across retail outlets in India. Crazy Raffe has been introduced keeping in mind the evolving preferences of teens and tweens who increasingly seek snacks that are not only flavourful but also visually engaging and fun to interact with. Inspired by the shape of a giraffe, the elongated twisted candy aims to transform a simple treat into a playful and expressive snacking experience.
The jelly features a vibrant strawberry-flavoured outer shell in two shades of red, wrapped around a creamy vanilla centre filling. The blend of sweet and sour flavours creates a layered taste profile, while the long twisted format allows users to stretch, share and experiment with the candy during breaks or casual hangouts.
Speaking about the launch, Gunjan Khetan, Director–Marketing at Perfetti Van Melle India, said the product reflects the brand’s focus on creativity and fun. “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 has been designed to make the product stand out on store shelves with its bold and elongated appearance, reflecting the brand’s philosophy of encouraging young consumers to embrace moments of joy and escape.
