Chinese Wok has officially announced its entry into the French fries segment with the launch of its new product, Schezwan Fries. Recognising an opportunity to reinvent a familiar side dish, the brand aims to blend the bold heat of its signature Desi Chinese flavours with the widespread appeal of classic fries.
According to the brand, the hero product of the launch is Schezwan Fries, featuring crispy golden fries topped with bold Schezwan seasoning. To make the experience more interactive, the product comes with a signature DIY Shake Shake bag that allows consumers to mix the seasoning themselves. Alongside this variant, the brand has also introduced Classic Salted Fries and Cheese Fries to cater to different taste preferences.
As per the brand, the marketing campaign positions the launch as a category defining moment rather than just another menu addition. Through energetic visual storytelling, the brand shows Chinese flavours playfully taking over the classic fry format to create a bold and shareable snack. The rollout aims to attract urban Gen Z consumers and young professionals who enjoy experimenting with flavours, customising their food, and engaging with playful eating experiences.
The campaign is being rolled out across digital platforms including YouTube, Instagram, and other social media channels. It will also be supported by strong in store visibility and high impact visuals aimed at driving immediate trials and generating buzz among young audiences.
Link to the campaign:
Commenting on the launch, Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks, said, “At Chinese Wok, we have always believed that flavour drives culture. With Schezwan Fries, we are not just entering the fries category, we are creating a new snacking expression rooted in Desi Chinese, a space we have led for over a decade. This launch is part of our larger vision to extend our flavour authority beyond meals and build snack formats that are bold, familiar and scalable across the country”
Vikas Iyer, Marketing Head, Lenexis Foodworks, added, “Fries are no longer just a side, they are a mood, a craving and a cultural staple for Gen Z and millennials. With our Shake-Shake Fries, we have built an experience that’s interactive, bold and packed with flavour. Schezwan Fries, in particular, gives us a clear hero product that no other QSR brand can authentically own at this scale, helping us spark conversations, drive trials and build strong snack- led recall.”
Anupama Ramaswamy, MD & Chief Creative Officer (COO), Havas Creative India, said, “Hot work. Hotter ideas. We welcome Chinese Wok the way we know best, by turning up the heat. Here’s a spicy, crackling TVC for the new Schezwan Fries that doesn’t just land the message, it tosses it in the air, flips it mid-flame and serves it sizzling. Full power. Full flavour. Full of Desi Chinese swagger. Because when the fries are this fiery, the film can’t be mild.”
