The latest campaign moves pistachios beyond festive consumption, bringing their crunch and taste to everyday snacking occasions.
Wonderful® Pistachios, the world’s largest grower and processor of pistachios and distributor of California Pistachios, has launched the latest edition of “The Better Snack” marketing campaign in India, building on the success of its earlier campaigns. The Better Snack aims to expand pistachios beyond festive and seasonal occasions, bringing them into everyday snacking, with chai time taking centre stage as a key moment to enjoy the crunch and taste of pistachios.
The campaign features high-impact out-of-home (OOH) and print across Mumbai, Delhi, Bengaluru, Hyderabad, Chennai and Kolkata, with prominent outdoor sites including the Bandra cluster in Mumbai and Golf Course Road of Gurgaon. Digital creators will bring The Better Snack to life through relatable, everyday snacking moments, highlighting pistachios as a fun, tasty and high protein option across a variety of snacking occasions. Through a collaboration with Blinkit, the brand will also make it convenient for consumers to discover and purchase California Pistachios.
Shail Pancholi, Spokesperson for California Pistachios in India, said, “Snacking is an integral part of everyday life in India, with people reaching for something to eat across a variety of moments throughout the day. With 'The Better Snack’ we want to make pistachios a more natural part of these everyday occasions- from chai breaks to work desks to unwinding with a screen, while offering the great taste, satisfying crunch and goodness of a nutrient-rich snack. We hope to encourage consumers to see pistachios as an easy, everyday choice.”
The campaign comes as Indian consumers become increasingly intentional about their snacking choices. According to the Farmley Healthy Snacking Report 2026, 86% of Indian snackers say protein is important when choosing snacks, while evening tea-time emerges as India’s top snacking occasion across age groups, city-tiers and lifestyles. With six grams of protein per 28 gram serving, California Pistachios are an ideal food for India’s consumers based on these market consumption trends. The report also uncovers a generational shift in snacking motivations: consumers aged 16-35 are more likely to snack to satisfy cravings, while those above 35 increasingly snack for an energy boost.
California Pistachios remains committed to supporting these evolving snacking habits by making wholesome snacking more accessible and encouraging healthier eating choices across the country.
About California Pistachios
California Pistachios are grown and distributed by The Wonderful Company, the world's largest vertically integrated pistachio processor and marketer located in California's Central Valley.
California Pistachios are Non-GMO, providing a smart, healthy choice for consumers around the world. Sun-ripened in the moderate Mediterranean climate of California, these distinctively green nuts pack taste and contain antioxidants and over 30 different nutrients. California Pistachios in India are available under leading brands and private labels at retail outlets, grocery stores, and online platforms.
For more information about California Pistachios, visit www.californiapistachios.com.
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