ITC Foods has expanded its beverage portfolio with the launch of Sunfeast Breakfast Smoothie, a ready-to-drink offering aimed at consumers seeking convenient and nutritious breakfast options amid increasingly hectic lifestyles.
The new product marks the company’s entry into the growing on-the-go breakfast beverage segment, blending familiar household ingredients with portable consumption formats tailored for urban consumers and younger demographics.
The smoothie is made using banana, milk, almonds, oats, dates, and four super seeds, and contains 6 grams of protein per serving. According to the company, the beverage contains no added sugar, preservatives, or artificial flavours, aligning with the rising consumer preference for health-focused and clean-label food products.
The launch comes as breakfast consumption patterns in India continue to evolve, driven by changing lifestyles, increasing health awareness, and growing demand for convenient meal alternatives. Industry trends indicate rising interest in ready-to-drink beverages that combine nutrition, taste, and portability.
Vivek Kookkal, Vice President and Head – Dairy and Beverages, Foods Division at ITC Limited, said consumer expectations in the breakfast category are shifting rapidly, particularly among Gen Z consumers who are looking for products that offer both convenience and indulgence.
He described Sunfeast Breakfast Smoothie as a “first-of-its-kind” innovation-led offering developed to address emerging consumer needs in the evolving breakfast and snacking market.
With the launch, ITC Foods is looking to strengthen its presence in the better-for-you beverage category, which has been witnessing increasing traction across urban markets in India.