Category: Marketing

  • Top-Rated Smartwatches to Buy During the Festive Sales

    Top-Rated Smartwatches to Buy During the Festive Sales

    The festive season in India isn’t just about lights and sweets; it’s the perfect time to level up your style and reward yourself with something that looks premium, performs brilliantly, and still fits your budget.

    For the young and restless audience, boAt smartwatches are not just gadgets. They’re companions that sync with your rhythm. This festive season, if you’re planning to score one of the top-rated smartwatches without crossing the ₹4,000 mark, boAt’s lineup deserves a closer look.

    Why are boAt Smartwatches Taking Over the Festive Market?

    What sets boAt apart in the sea of smartwatch brands is its ability to combine style with smart features, at prices that make sense. Every watch in their collection (Chrome Endeavour or Lunar Discovery Pro) offers a unique blend of features that appeal to today’s youth.

    You’ll find everything from metal design and AMOLED displays to health sensors and AI-driven insights, all neatly packed into sleek, statement-making designs. With IP-rated durability across the range, every boAt smartwatch doubles up as a reliable waterproof smart watch, perfect for active lifestyles.  

    What’s even better is that the entire collection is easily available online. Whether you’re exploring festive discounts on the official boAt website or major marketplaces, there’s always a deal waiting to be grabbed.

    Let’s explore a few boAt favourites that are currently ruling the smartwatch sales!

    boAt Chrome Endeavour

    The boAt Chrome Endeavour is for those who don’t like to settle, whether it’s their fitness goals or daily grind. It’s not just an Android smartwatch with fancy tracking; it’s a lifestyle coach on your wrist. What makes it truly next-gen is its AI Coach, which offers guided support, making workouts more tailored and effective.

    The AI-powered morning and evening summaries add a thoughtful touch. You start your day knowing what’s ahead, and end it reflecting on your progress. The personalised nudges are another clever addition, adapting to your routine instead of spamming your wrist with every notification. With auto-activity detection, your progress is well-accounted for, whether you’re cycling or running.

    It also monitors key health metrics like heart rate, SpO2, HRV, VO2 Max, sleep patterns, and stress, helping you understand your body in a better way. The 1.96” AMOLED display makes every notification, metric, or watch face vivid and easy to read. Its turn-by-turn navigation ensures you never lose your way on a run, hike, or city commute.

    All this comes in a sleek metal design and an IP68 Rating that’s resistant to splashes, sweat, and dust. Priced competitively under ₹4,000, it’s a perfect mix of brains and style for young Indians who value fitness and flair.

    boAt Lunar Discovery Pro

    The Lunar Discovery Pro is one of boAt’s best-selling watches. It’s bold, elegant, and effortlessly blends performance with sophistication.  

    The all-new metal design instantly gives it a premium touch. It’s a head-turner: sleek enough for a boardroom and tough enough for a morning jog. The HD display brings everything to life with crystal clarity, whether you’re reading texts under the sun or checking your workout summary post-gym.

    It comes with Bluetooth calling, letting you take calls directly from your wrist without reaching for your phone. The QR tray feature adds convenience for quick payments. Fitness enthusiasts will appreciate the multiple sports modes, which track a variety of activities, from running to yoga. Along with fitness tracking, it continuously monitors your heart rate, SpO₂ (blood oxygen levels), sleep quality, and stress. You can stay aware of how your body’s really doing throughout the day.

    What makes it truly stand out among smart watches for men (and women who prefer a bolder aesthetic) is that it doesn’t compromise on toughness or technology. For under ₹4,000, it feels like you’re wearing something way more premium.

    Choosing the Right boAt Smartwatch for You

    Finding your ideal smartwatch depends on what drives you. If you’re into fitness and need that extra push, Chrome Endeavour will become your personal trainer in disguise. If design and everyday versatility are more your thing, the Lunar Discovery Pro is unbeatable in its segment.

    For those who like experimenting, boAt’s Enigma series offers several top-rated smartwatches that cater to every mood, from minimal and classic to bold and futuristic. Since all of them connect seamlessly to Android devices, you’ll never have to compromise between compatibility and coolness.

    Style That Moves With You

    boAt’s smartwatch range doesn’t just tick boxes; it redefines what wearable tech can feel like for young Indians. They’re affordable without feeling cheap, fashionable without losing function, and smart enough to keep up with your most chaotic days.

    This festive season, as the smart watch sale wave hits every shopping platform, go for a watch that speaks your language. Check out the full collection of smart watches for men and women at boAt. Bring home a smartwatch that makes your work way easier.   
     

  • Different modes of transportation covered in marine insurance

    Different modes of transportation covered in marine insurance

    You shipped a batch of high-value machinery overseas. However, on its way, a high wave crashes into the vessel mid-ocean, damaging not only the hull but also soaking your entire consignment. A few days later, you despatch the consignment again, but this time, the truck carrying the cargo from the port meets with an accident, damaging your goods. Now, as your cargo suffers loss after loss, you must be wondering which insurance to purchase. The answer is marine insurance, which extends coverage to various transportation modes.

    Different modes of transportation under marine insurance

    The three different modes of transportation that marine insurance covers are: 

    Sea transportation 

    Sea transportation involves the movement of cargo via ships and vessels across oceans and seas. Businesses prefer sea routes for international shipments, particularly for goods such as electronics or commodities, due to their cost-effectiveness and suitability for transporting large quantities. Under marine insurance for sea transportation, the insurer covers the following:

    •    The policy covers hull damage from grounding. That means if the vessel accidentally hits the seashore and results in a dent or misalignment of the hull structure, the insurer will pay for repairs.

    •    If the insured ship collides with another vessel and damages the cargo, navigation system, or hull under the third-party liability coverage provision in the policy, the insurer will compensate for the loss.

    •    If a fire breaks out on board due to faulty wiring, combustion of goods, or machinery overheating, the insurer will compensate for the resultant loss to the engine room, deck, and adjacent containers. However, a claim will only be approved if the cause of the fire is found to be unintentional and without negligence.

    •    While delay alone is not covered, if it causes perishable goods to deteriorate and the delay is because of a covered peril, such as a collision or a storm, the insurer compensates for the loss.

    •    During trans-shipment, when the cargo is moved from one ship to another, and incidents like container slippage, damage due to misaligned lifts, or exposure of cargo to seawater occurs, the insurer will offer compensation.

    Air transportation 

    Air transportation involves using aircraft to move goods from one place to another. Although costly, it is ideal for time-sensitive deliveries where speed is crucial. It is also perfect for transporting perishable goods. The marine insurance for air transportation covers the following situations:

    •    The policy covers damage that occurs during the loading and unloading of goods from the aircraft, including cases involving broken conveyor belts, misaligned loaders, or mishandling by ground staff. However, it does not cover damage caused by poor packing of the cargo.

    •    If the aircraft carrying your shipment diverts mid-route due to technical or weather issues and the delay causes perishable cargo to spoil, the insurer will pay for the incurred losses. 

    •    The event of pilferage, also known as partial theft by ground staff or baggage handlers, is covered. To qualify for such claims, it is essential that the cargo be properly inspected and verified and that the results are documented.

    •    If the airline mistakenly ships your cargo to the wrong destination and it gets lost, stolen, or damaged in the process, marine insurance will compensate for the value of the goods.

    •    If cargo is stolen from secure airport storage areas or while awaiting customs clearance, the policy compensates the declared value of the shipment. The coverage extends to thefts occurring inside bonded terminals.

    Land transportation 

    Land transportation is ideal for delivering goods within domestic borders and involves vehicles such as trucks, lorries, vans, and even railways. If you have purchased marine single transit insurance for such transportation, the policy will cover the following:

    •    The policy covers damage to cargo during transit caused by collisions, overturns, and crashes. However, if the damage is intentional or the goods being transported are illegal, no compensation will be provided.

    •    If cargo is stolen or forcibly taken from the vehicle while in transit, the insurer compensates for the loss. This applies to both highway thefts and hijackings, where goods are forcibly removed.

    •    The policy covers accidental damage to goods during loading or unloading processes at warehouses, depots, or roadside stops. The coverage extends to damage caused by mishandling, dropping, or crushing incidents during the loading and unloading process.

    •    If the goods spoil or become worthless due to unavoidable delays, such as those caused by accidents or strikes that block transit routes, the insurer will cover the loss.

    •    The policy covers damage during inspections, customs checks, or government-authorised examinations en route.

    Conclusion

    Marine insurance covers sea, air, road, and land transport. The policy extends coverage to incidents like collisions, theft, fire, pilferage, and accidental damage during loading or delays. Whether your cargo travels across oceans, flies in the air or moves by road within the country, marine insurance ensures your goods are financially protected at every step of the journey. 
     

  • Hindustan Foods invests Rs 30 crore to enter ice cream cone business

    Hindustan Foods invests Rs 30 crore to enter ice cream cone business

    MUMBAI: Hindustan Foods Limited (HFL), a leading contract manufacturer in the FMCG and consumer goods sector, has approved a Rs 30 crore investment through its wholly owned subsidiary to acquire a business engaged in the manufacturing of ice cream cones and sleeves. The move marks HFL’s entry into cone manufacturing, with a production capacity of nearly 1 million cones per day. Current clients include India’s largest multinational ice cream company.

    HFL’s ice cream division president Manojkumar Patani said, “The recent changes in GST rates on ice creams have created structural tailwinds for this category, and we believe our ice cream division can be a significant growth driver. This acquisition complements nearly Rs 250 crore in planned investments this year to set up greenfield ice cream plants and expand our footprint in the Indian ice cream industry.”

    The acquired business is strategically located near HFL’s new ice cream plant, enabling potential operational synergies. Along with the commercialisation of the ice cream stick factory in Lucknow, this investment positions HFL to meet growing customer demand for the upcoming season.

    Patani added, “We look forward to leveraging the expertise of the acquired businesses to grow our cone manufacturing alongside our ice cream operations, ensuring we continue to deliver value to our customers and strengthen our market presence.”

     

  • Bright sparks this Diwali with dazzling 360° brand storytelling blitz

    Bright sparks this Diwali with dazzling 360° brand storytelling blitz

    MUMBAI: Looks like this Diwali, the skyline’s getting a glow-up and it’s not just the fireworks. Bright Outdoor Media limited, one of India’s oldest and most iconic OOH players, is gearing up to paint the city in pixels and posters, bringing brands closer to consumers with an all-out 360° marketing spectacle.

    With nearly five decades of advertising legacy, Bright’s creative arsenal is anything but dim. Its 360° Marketing Division is set to fuse tradition with technology, rolling out multi-platform storytelling that shines across streets, screens, and streams. The mission? To help brands cut through the festive clutter, engage audiences where they are, and amplify their message with flair.

    At the heart of Bright’s Diwali strategy lies a state-of-the-art digital network over 50 large-format LED screens lighting up Mumbai’s busiest junctions with motion-led, high-impact campaigns. Add to that special festive pricing designed to maximise reach, and you’ve got a bright spot for every brand eager to make an impression.

    But that’s not all. For brands chasing the good old billboard buzz, Bright’s premium static hoardings at high-traffic hotspots promise maximum visibility during the city’s shopping frenzy. Whether it’s commuters on their way home or families out for festive errands, these larger-than-life displays ensure your campaign gets the eyeballs it deserves.

    Meanwhile, the company’s transit media division is taking festive storytelling on the move. Think bus wraps, metro branding, cab ads, and local train panels, all tailored for Diwali’s bustling travel rush. After all, in Mumbai, where everyone’s always going somewhere, so should your brand message.

    Cinema too is rolling out the red carpet. With Diwali bringing blockbuster releases and packed theatres, Bright plans to leverage cinema screens across multiplexes and single screens for entertainment-led engagement. Nothing says brand recall like a 70mm message just before the hero makes his grand entry.

    And for those tuning in from home, Bright’s got the OTT crowd covered. Its digital and OTT campaigns will target audiences binge-watching festive specials, ensuring every click comes with a spark of brand recall. Complementing this is print advertising Bright’s sharp, industry-specific strategy to cut through the festive noise with tailored, clutter-free messaging in leading publications.

    But Bright isn’t just sticking to screens. The company’s also curating experiential events to take brand conversations offline. This festive season, it will make a mark at a real estate expo in Borivali and host a prestigious awards ceremony for the Gujarati and Marwari business communities, connecting advertisers directly with influential audiences. It will also continue its long-standing partnerships as official outdoor media partner for marquee events like Navratri festivals and cultural shows.

    Beyond these, Bright’s network of media professionals will power everything from store launches to film promotions, ensuring each campaign finds its spotlight. With a robust celebrity and influencer network, the company’s festive storytelling will blend glamour, relatability, and recall.

    Bright Outdoor Media chairman and managing director Yogesh Lakhani puts it best: “Diwali is more than a festival, it’s a time for connection, celebration and joy. Our 360° marketing framework combines traditional and digital platforms, backed by creativity and precision, to ensure campaigns not only reach but resonate with consumers wherever they may be.”

    This Diwali, Bright isn’t just illuminating hoardings, it’s illuminating ideas. With every LED flicker, billboard glow, and screen scroll, it’s setting the festive adscape ablaze, proving that when it comes to storytelling that shines, nobody does it brighter.
     

  • Sunfeast Baked Creations adds fresh flavour to Diwali gifting

    Sunfeast Baked Creations adds fresh flavour to Diwali gifting

    MUMBAI: Who says you can’t have your cake and gift it too? This Diwali, ITC Sunfeast Baked Creations is giving festive gifting a delicious twist with its new campaign, ‘your gift language’: a celebration of thoughtful indulgence that speaks straight to the heart (and sweet tooth).

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

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    In a season where predictable mithai boxes often rule the shelves, Sunfeast Baked Creations is breaking the mould with fresh, handcrafted patisserie that blends Indian warmth with global flair. The campaign champions the idea that gifting isn’t just about exchanging sweets, but about expressing care through creativity, craftsmanship and taste.

    Fronting the campaign is actress Parvati Nair, who brings her signature charm to a vibrant digital film on Instagram. In the film, she swaps out the usual boxes of barfi for gourmet hampers, reimagining Diwali gifts as edible stories, not just sugary traditions. Her message is simple yet striking: this Diwali isn’t about gifting more, it’s about gifting better.

    The ‘your gift language’ range offers something for every celebration, from intimate family moments to grand festive soirées. Highlights include an artisanal truffles & brownie gift box with handcrafted terracotta diyas; a Diwali special assorted sweets & dry fruits hamper that balances indulgence with health; and a decadent desserts hamper box featuring tiramisu pudding, blueberry cheesecake, marble tea cake, and the signature dark fantasy croissant.

    Each box is baked fresh and designed to delight: a fusion of modern patisserie precision and Indian festive spirit. Available across Bengaluru, Mumbai, Pune, Chennai and Hyderabad on Swiggy and Zomato, these hampers promise to make every gesture personal and every bite meaningful. 
     

  • Instamart delivers gold and silver straight to your door

    Instamart delivers gold and silver straight to your door

    MUMBAI: Strike gold without leaving home! Instamart is bringing precious metals straight to doorsteps this Dhanteras, offering everything from 1 gram gold coins to 1 kg silver bricks.

    The platform has partnered with trusted brands such as Kalyan Jewellers, Malabar Gold & Diamonds, Muthoot Exim, MMTC-PAMP, Mia by Tanishq, Voylla, and Gullak to provide certified 24 carat and 22 carat (999) gold coins and 999-pure silver coins. Consumers can order gold coins in weights ranging from 0.1 g to 10 g, making festive gifting and personal investments flexible and accessible.

    For the first time in India’s quick commerce space, Instamart will also deliver 1 kg silver bricks. Adding to the festive cheer, the first 10,000 customers buying gold coins of 1 g or above on Dhanteras, starting 7:00 am on 18 October, will receive a Rs 100 discount.

    All gold coins come with 999 hallmarking and no making charges, while silver coins are certified for purity. Instamart also offers silver jewellery and utensils, along with cookware such as pressure cookers, kadais, tawas, and thalis, catering to traditional festive needs.

    The platform has witnessed steady demand for precious metals over the past few years, particularly during festivals like Akshaya Tritiya and Dhanteras. Cities such as Bengaluru, Hyderabad, Mumbai, Delhi NCR, and Ahmedabad have led orders, with 1 g gold coins remaining the most popular denomination. Last Diwali, a single order from Kochi was worth Rs 8.3 lakh, highlighting consumer confidence in quick commerce for high-value purchases.

    With 24 by 7 delivery in cities including Delhi, Noida, and Gurugram, Instamart is making it easier than ever to celebrate Dhanteras with gold, silver, and festive essentials, all just a tap away.

  • Godrej’s ‘Kanta Didi’ lights up Diwali with a message of acceptance

    Godrej’s ‘Kanta Didi’ lights up Diwali with a message of acceptance

    Mumbai, 16 October: This Diwali, Godrej Industries Group’s brand-agnostic owned media platform, Godrej L’affaire, continues its ‘Celebrating Acceptance’ campaign with Kanta Didi, a film that challenges everyday stereotypes and redefines what acceptance looks like today. The campaign reminds us that acceptance is not the privilege of awareness but a practice of humanity.

    Set within the cosy walls of a familiar home, the story unfolds between a domestic worker and a queer couple, capturing how understanding can emerge not from ideology but from instinct. What begins as a moment of hesitation turns into a heartfelt story of empathy and inclusion.

    At the heart of the film is Kanta Didi, a domestic worker who encounters a queer couple for the first time while working in their home. She meets Kapil, who is new to the neighbourhood and searching for domestic help. Assuming he lives with a woman, Kanta Didi is surprised to learn the truth. Initially hesitant, Kapil finds comfort in Kanta Didi’s warmth. When he opens up about his identity, her simple, genuine response is “Acha, boyfriend hai? Toh mereko kya?” becomes a powerful moment of acceptance. Her attitude reflects a straight-forward philosophy: live and let live.

    In this exchange, Kanta Didi normalises what should have always been normal. Her openness helps Kapil feel at ease, beaming with pride and confidence. The story captures the everyday India where change does not arrive through grand gestures but through small, human moments that shift perspectives.

    Kanta Didi continues the conversation from Godrej’s previous Diwali films in the ‘Celebrating Acceptance’ series, reaffirming that empathy often begins at home. If Kanta Didi can learn about queer life through daily experiences and snippets from social media: “Aapke wo pride parade mein kya mast dikhte hai sab log rainbow flag ke sath!”, then what truly makes acceptance difficult for others?

    Conceptualised by Agency09, the film encourages viewers to engage in honest conversations about love, identity, and belonging, from their domestic help to family and friends. Kanta Didi’s words, “Riwaazon se rishte nahi bante, hum rishton se riwaaz banate hai,” leave a lasting impression, reminding us that relationships, not rituals, define our celebrations.

    Godrej Industries Group executive director and chief brand officer Tanya Dubash, said, “At Godrej L’affaire, we have always used storytelling to spark meaningful conversations around inclusion through our ‘Celebrating Acceptance’ series. Over the past three years, these films have delved into how acceptance finds expression in everyday life. With Kanta Didi, we continue that dialogue to show that true progress is when acceptance and inclusion become second nature.”

    Godrej DEI Lab head Parmesh Shahani added, “At the Godrej DEI Lab, we’ve found that visible representation and policy change often reflect norms that have already begun to shift. The ‘Celebrating Acceptance’ films capture this quiet, everyday change beautifully and celebrate the fact that we are united by far more than what divides us. Recent milestones, from the Department of Social Justice and Empowerment’s consultations on lgbtqia plus inclusion to the recognition of queer partners in key social and financial frameworks, reinforce our belief that progress happens when acceptance moves from policy to practice, and eventually, into how we live.”

    Onlyn India director Raz Rehman Ali said, “What drew me to Kanta Didi was its honesty. The film doesn’t try to teach; it simply observes. Its strength lies in the authenticity of a simple exchange. When someone like Kanta reacts with such effortless acceptance, it challenges the idea that empathy belongs only to the informed. Sometimes, the most powerful stories are the ones that just let life speak for itself.” 
     

  • Senco makes gold dreams shine with 9 carat festive launch

    Senco makes gold dreams shine with 9 carat festive launch

    MUMBAI: Senco Gold & Diamonds is striking gold this festive season with the launch of its all-new 9-carat jewellery collection, priced from under Rs 7,000. At a time when soaring gold prices have kept many buyers on the sidelines, Senco’s latest move makes real gold accessible to a wider audience, combining style, sentiment, and affordability.

    The collection caters to everyday wear, festive gifting, and first-time buyers, offering a wide range of designs from pendants, earrings, and rings to deity-inspired pieces, diamond-studded accents, and contemporary geometric styles. Each piece embodies Senco’s hallmark craftsmanship, ensuring beauty and trust remain uncompromised.

    “With Dhanteras and Diwali around the corner, our 9 carat gold collection allows more people to own real gold without stretching their budgets,” said Senco Gold & Diamonds CEO Suvankar Sen. “With hallmarking in place, customers can shop with confidence knowing they’re getting both quality and value.”

    Director Joita Sen added, “Though the karatage is lower, the design, detailing, and craftsmanship remain true to Senco’s heritage. This launch builds on the success of our 18 carat and 14 carat, bridging aspiration with accessibility.”

    The initiative also aligns with the government of India and BIS’s efforts to include lower karatages like 9 carat in the hallmarking framework, ensuring authenticity and quality assurance for budget-conscious buyers.

    With consumer preferences shifting towards lightweight, wearable jewellery, Senco’s 9 carat collection taps into this trend, offering strength, style, and affordability. This festive season, Senco ensures that everyone can celebrate milestones, joy, and tradition with real gold in hand.

  • Greaves drives EV adoption with Shriram Finance tie-up

    Greaves drives EV adoption with Shriram Finance tie-up

    MUMBAI: Greaves Electric Mobility is charging ahead in India’s EV revolution. The company has partnered with Shriram Green Finance, the EV financing arm of Shriram Finance, to make electric vehicles more accessible to drivers, entrepreneurs, and small businesses nationwide.

    The collaboration will provide customers with flexible loans covering up to 90 per cent of the vehicle’s cost, competitive interest rates, and customised repayment plans for GEML’s electric three-wheelers under the Greaves 3W brand and light commercial EVs (ELE).

    With a legacy spanning 165 years, Greaves continues to set industry benchmarks in performance and endurance. Its Greaves Eltra city xtra recently set a national record with a 324 km journey on a single charge, recognised by the India Book of Records, proof of GEML’s engineering excellence and real-world efficiency.

    “This partnership brings together our innovative EV portfolio and Shriram Finance’s extensive lending network to accelerate adoption across cities and states,” said a company spokesperson. Customers will benefit from over 500 PAN-India touchpoints, seamless dealer support, and access to clean, future-ready mobility solutions.

    Greaves Electric Mobility’s vision is clear: to outperform, outlast and outshine, while driving India toward a sustainable, self-reliant, and inclusive mobility future.

     

  • Lotte brings korean cool to India with new subak & shark ice candies

    Lotte brings korean cool to India with new subak & shark ice candies

    MUMBAI: From Seoul to your soul. Lotte India Corporation Ltd. is adding a dash of Korean fun to India’s freezer aisles with the launch of Subak and Shark, the country’s first-ever Korean-style ice candies.

    Following the success of the Lotte Krunch, India’s first Korean four-layered ice cream bar, the new duo marks another milestone in the brand’s playful innovation journey. Crafted for Indian palates and inspired by Korea’s pop imagination, Subak and Shark promise a multi-sensory experience that’s as refreshing as it is fun.

    Subak, meaning “watermelon” in Korean, blends juicy watermelon and strawberry flavours with crunchy chocolate-coated peanut “seeds”, all shaped like a watermelon slice. Shark, on the other hand, dives into a dual orange-strawberry fusion with a bold shark-shaped design, turning every bite into a burst of creativity.

    To amplify the launch, Lotte has rolled out a vibrant K-culture-inspired campaign built around the idea of “Refreshingly K-Cool”. The campaign channels the energy of K-pop and anime through ten digital assets that bring the whimsical Subak & Shark world alive.

    “Building on the success of Worldcone and Krunch, Subak and Shark represent Lotte’s next phase of innovation in India,” said Lotte India Corporation Ltd head of marketing Rishabh Verma. “These products fuse Korean imagination with Indian sensibilities to deliver a multi-sensorial snacking experience that’s modern, relevant, and deeply connected.”

    Lotte India senior brand manager Ankit Dubey added, “Subak and Shark make ice candies fun, expressive, and culturally inspired. Whether it’s kids enjoying the playful shapes, teens sharing moments online, or adults indulging in nostalgia, these products are designed to delight.”

    Priced at Rs 20 for a 75 ml pack, Subak and Shark will be available across 50,000 plus outlets nationwide, including modern trade stores, q-commerce platforms, general trade, and Havmor-exclusive parlours.

    With this launch, Lotte strengthens its leadership in India’s frozen treats segment, bringing the spirit of K-culture to every corner of the country, one refreshing bite at a time.