Snack brand Too Yumm!, part of the RPSG Group, has entered uncharted territory with the launch of Party Harder Chips, which it claims are the world’s first anti-hangover chips. The product, introduced in Mumbai on Wednesday, borrows its formulation from Livitup, the popular Ayurvedic anti-hangover supplement created by Dr. Vaidya’s.
Unlike regular chips, Party Harder is fortified with turmeric, ginger, black pepper and green tea antioxidants, ingredients associated with easing next-day recovery. The seasoning has been worked into a masala-style flavour, ensuring that the product feels familiar to Indian snackers while carrying the added pitch of “functional” benefits.
The unveiling was fronted by actor Varun Dhawan, whose energetic persona fit the brand’s attempt to position the chips as the go-to companion for late-night parties. “I love how Too Yumm! always surprises with something new. Party Harder is the snack every party needs to keep the fun alive,” Dhawan said at the event.
For Too Yumm!, this is more than a flavour extension. The Indian salty snacks market is currently valued at over ₹45,000 crore, with masala chips and functional snacks among the fastest-growing segments. By combining Ayurveda-inspired ingredients with an indulgent snack, the company is betting on young Indians who enjoy celebrating but also seek recovery-friendly options the next day.
Yogesh Tewari, Chief Marketing Officer of Too Yumm!, said the brand wanted to fill a gap. “There was no snack designed for the party moment. Partnering with Livitup allowed us to create something that satisfies taste buds while also offering real support for the morning after. We see this as a world-first innovation that will redefine what snacking means at celebrations.”
With Party Harder, Too Yumm! is hoping to spark a trend that blurs the line between indulgence and functionality, at a time when India’s youth are shaping the country’s snacking habits like never before.
