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India’s first pancake QSR chain, 99 Pancakes, has entered the FMCG segment with its first product, Brownie Brittle Chips, which will be available in four variants – Almond, Pistachio, Strawberry, and Coffee. The parent company, Euphoriya Hospitality, will manufacture and market the product, while 99 Pancakes will sub-brand it. 99 Pancakes currently has more than 40 outlets across 15 Indian cities, including Mumbai, Pune, Thane, Prayagraj, and Varanasi. The brand already has a large following among dessert lovers, and with its entry into the FMCG segment, it hopes to cater to existing customers and snack enthusiasts alike.
Vikesh Shah, the founder of 99 Pancakes, stated, “We started 99 Pancakes six years ago with a specialty product – pancakes, and we’ve been able to penetrate the markets across India very well. The overwhelming response from our customers has given us the courage and motivation to further expand ourselves and venture into a new segment of Fast Moving Consumer Durables (FMCG). The Brownie Brittle Chips are our first product in the FMCG segment. With this product, we aim to strike the mid-meal snacking craving or a dessert after-meal. The different flavors that we’re offering will match the taste buds of all generations.”
The Brownie Brittle Chips are thin, crunchy snacks made from chocolate brownie batter, perfect for snacking, sharing, or adding to desserts. The product is priced at INR 110 and is currently available in all 99 Pancakes stores, the online store, as well as through Swiggy and Zomato. The brand plans to expand its reach by selling the product on Amazon, Flipkart, Big Basket, Blinkit, Zepto, and other marketplaces in the near future. Vikesh also mentioned that 99 Pancakes will soon launch many more consumable items in the FMCG segment.