Sep 5, 2018
Kolkata-based ITC is planning to launch ready-to-drink, milk-based beverages with intent to compete with the similar products of Coca-Cola, Amul and Britannia in coming month.
The new product range named— Sunfeast Wonderz — will initially be launched in the states of Tamil Nadu, Karnataka, Telangana and Andhra Pradesh before it is introduced at national level.
Unlike other existing products made with artificial flavours, ITC will use real fruit pulp for the milkshakes, the company said.
“This innovative range of milk-based beverages will be powered by the company’s institutional capabilities including agri-sourcing, distribution, infrastructure, among others,” said Hemant Malik, divisional chief executive – Foods, at ITC. “The ready to drink milk beverages market has seen high growth in the recent past with a paradigm shift to healthier beverages and we believe innovative offerings in this segment could have great potential for the future.”
Sunfeast Wonderz range will be manufactured at the aseptic pet facility in ITC’s new unit in Kapurthala, Punjab.
With an international ever-changing consumer’s preferences and tastes, this trend prompts beverages giants, including Coca-Cola and Pepsi-Co, to broaden the horizons for a large range of products. The growth has constantly slowed down in the Rs. 22,000-crore carbonated soft drinks market as consumers increasingly switch to healthier beverages such as fruit juices, energy drinks, flavoured tea, fortified water and dairy-based beverages. Many companies are in a race to bring out new products and capture the market first in flavour improvement; combination of various products and blending them with drinking milk products to cater to the needs of health-conscious consumers.