What a bite

Brand

What a bite

Industry

Food & Beverage

Year

2025

Services

Marketing

1) Project Description

WhatABite was founded by Tushara Datla, a 22-year-old culinary student turned entrepreneur, to solve a problem many face—finding snacks that are both delicious and protein-rich. Tired of supermarket aisles filled with oily, carb-heavy options, she began experimenting in her kitchen. After countless trials and taste tests, she perfectedcrispy chicken chips with 50% protein, followed bychicken-coated peanuts—a unique, flavorful twist that combines crunch with wholesome nutrition.These innovations formed the foundation of a brand built on balance: bold taste and real protein.

Turning this idea into a business required resilience and support. With theICAR-NMRI incubation programand trusted partners, WhatABite grew from a home experiment into a promising food brand. Today, its mission is clear: to createsnacks that bring indulgence and wellness together. From protein-packed chicken chips to crunchy chicken-coated peanuts, and with chicken-based noodles on the way, WhatABite is redefining snacking for every moment—midnight cravings, busy workdays, or simply enjoying guilt-free flavor anytime.

02) Pre-Launch Strategy & Content

The early pre-launch strategy for WhatABite focused on quickly building visibility and curiosity around the brand. The core objectives included driving brand awareness, engagement, and education about the product category and story while highlighting the market gap.

Execution centered on memes, fun relevant content, quirky storytelling, category facts, and brand narratives to create relatable and informative touchpoints. Teasers, coming-soon suspense, and mystery around the product drove an increased excitement about the product launch. This approach sparked conversations, boosted follower growth, and built an active community before launch.

03) Launch & Post-Launch Strategy & Content

For the launch and post-launch phase, the content strategy focused on introducing the two product categories in multiple flavours while highlighting each product’s USP. UGC-led content and customer feedback were integrated to build credibility and showcase real experiences. Daily-life use cases were highlighted to position the products as convenient and relatable for everyday snacking. 

The content remained dynamic and relevant by participating in ongoing trends while continuing to talk deeply about the product benefits and flavours. This approach helped drive product awareness, strengthen trust, and sustain engagement beyond launch.

04) Behind The Scenes at Confetti

The UGC team took charge of bringing the launch strategy to life with hands-on product exploration and fun experimentation. They immersed themselves in understanding the flavours and product story, helping translate that knowledge into lively, audience-first content. Their spontaneous shooting style kept the visuals authentic, energetic, and relevant to the target audience. With real reactions, playful moments, and smart storytelling, the team ensured the product felt relatable and engaging across platforms.