Indian-Australian heritage snack brand Bhuja unveiled its first major brand overhaul since its launch in 1987.
The rebrand introduces a new visual identity, two new brand characters, a repositioned range architecture, and a new tagline. ‘Real Food. Bold Crunch.’. It has rolled out simultaneously across Australia, the United States and selected international markets.
The rebrand is built around a deliberate cultural-confidence repositioning: Bhuja has been quietly Indian-Australian on supermarket shelves for nearly four decades, and the new identity claims that heritage confidently.
The (BOO-JA) pronunciation hook is now embedded directly on pack as a signature brand asset, alongside two new characters, Asha and Raja the Tiger, that carry the brand’s Indian-Australian narrative across brand communications.
“Bhuja has always stood out because it’s different — bold flavours, real texture, real crunch. The challenge for us wasn’t the product, it was helping more consumers instantly understand what makes it so addictive. The rebrand is about modernising the way we present Bhuja to the market while staying true to the flavour, heritage and personality that built the brand in the first place,” said Majans director Rick Raniga.
“Bhuja has been quietly Indian-Australian on supermarket shelves for nearly four decades. This rebrand isn’t softening that — it’s the brand finally stepping into the identity it’s quietly earned,” Majans head of marketing Hayley Bonaccorso added.
The range includes Original Mix (available in 50g, 150g, 350g, and 1kg), Beer Mix 160g, Ancient Grain Twists 140g, Cracker Mix 150g, Nut Mix 150g, and Crunchy Seasoned Peas 150g.
The rebrand precedes a significant above-the-line campaign launching in Q4 2026.
New-look Bhuja is available from 1 July 2026 in Coles, Woolworths, IGA, Costco, and selected petrol and convenience retailers across Australia. The rebrand is set to roll out across Bhuja’s United States and international markets in parallel.
Credits:
Client – Rick Raniga, Director, Majans
Brand Strategy & Creative Direction – Hayley Bonaccorso, Head of Marketing, Brands & Portfolio, Majans
Design – Alana Chiodo, Creative Lead, Brand & Packaging, Majans
Asha Character Illustration – Rose Mears, Rose Mears Illustration and Design
