ITC Foods is strengthening its premium snacking strategy under the Sunfeast brand as changing consumer preferences and the rapid rise of quick commerce continue to reshape India’s biscuit market.
The company is expanding its portfolio across premium, indulgent and health-focused segments, aiming to tap into evolving consumption patterns where biscuits are increasingly moving beyond their traditional tea-time association.
According to Suraj Kathuria, Vice President and Head of Marketing – Biscuits, Foods Division at ITC Ltd., the biscuit category is becoming more fragmented as consumers seek differentiated experiences and specialised offerings.
“The category is moving away from a phase where a single product or variant dominates the market. Consumers are now looking for products designed around different needs and occasions,” Kathuria said.
Premiumisation has emerged as a major focus area for the company. Sunfeast has expanded its range across multiple value segments, from its established premium offerings to gourmet and bakery-style products designed for consumers seeking more experiential snacking options.
As part of this strategy, ITC recently launched Sunfeast Baked Creations, a globally inspired cookie range featuring flavours influenced by international markets. The company has also entered the fresh bakery segment with small-batch cookie offerings produced through agile manufacturing formats and initially introduced through quick-commerce channels in Bengaluru.
The company views quick commerce not only as a distribution channel but also as a platform for faster consumer feedback and product testing.
Industry trends indicate that rapid delivery platforms are increasingly becoming important growth drivers for premium packaged foods by enabling companies to quickly launch, evaluate and refine products.
Alongside premiumisation, ITC is also pursuing region-specific product development to cater to India’s diverse consumer base. The company has introduced products tailored to local preferences in select markets, reflecting variations in food habits and consumption patterns across regions.
Sunfeast has simultaneously strengthened both indulgence-led and health-oriented offerings. The company continues to expand its premium Dark Fantasy portfolio while also investing in products such as sugar-free and healthier ingredient-based variants to address growing consumer demand for wellness-focused choices.
Industry observers note that biscuit consumption in India is increasingly becoming occasion-driven, with consumers seeking a mix of indulgence, convenience and healthier alternatives. The shift is expected to create further opportunities for product innovation and premium offerings in the category.