Rounds-up 10 years of having pioneered new-to-market experience with Dark Fantasy, brand plans to expand its portfolio and tap into new consumption occasions
National, 3rd March, 2021: Sunfeast’s Dark Fantasy, one of India’s most loved premium cookie brands from ITC Ltd. introduced Indian consumers to a unique and superior centre-filled cookie experience a decade ago with the launch of its flagship product, Dark Fantasy Choco-Fills. It had disrupted the market by creating an indulgent product segment namely, ‘New Experiences’ which is valued roughly around Rs. 1,000 Cr today. After creating and leading the ‘New Experiences’ category, Sunfeast Dark Fantasy is pushing the envelope of newer experiences in its second decade, starting with exciting additions and a holistic revamp of the portfolio.
The refreshed portfolio will witness a reimagined packaging design, new product formats, variants, sizes and communication. Leading the first-to-market new experience would be the launch of Dark Fantasy Nut Fills, a product which brings together a popular pairing of nuts and chocolate. This one-of-its-kind cookie is expected to delight the consumers with the crunch and goodness of nuts in a centre-filled cookie. Every bite of the cookie is filled with the nutty delight of delicious cashews, almonds and hazelnuts, crisped to perfection and superior flavour quotient. Big Choco Fills takes the route of abundance to take indulgence to a whole new level, with a bigger centre-filled cookie for those bigger craving moments. The third variant Coffee Fills adds in a twist of Coffee to the original centre-filled cookie.
Being known for a rich chocolatey experience, Sunfeast Dark Fantasy has also made its foray into other chocolate biscuit segments, ~ Rs. 3400 Cr premium cream segment with Bourbon and Sandwich Crème, and the ~ Rs. 700 Cr chocolate chip cookie segment with Choco Chip cookie. Through these, the superior aspirational experience of the brand is now available in many more formats and at a more affordable pricing.
Commenting on the announcement, Mr. Ali Harris Shere, Chief Operating Officer, Biscuits & Cakes Cluster, Foods Division, ITC Limited, said, “Over the years, Sunfeast Dark Fantasy has been known for its indulgent creations which strive to delight the consumers with a superior chocolate experience. The latest launches stem from our constant drive to develop and redefine categories. With these new and more exciting offerings we also aspire to widen the consumption occasions for the brand. Sunfeast Dark Fantasy has been a beloved cookie brand in the country and in this new decade we look forward to continued love and encouragement from our consumers."
The launch of the Sunfeast Dark Fantasy’s extended range will be accompanied by a 360-degree communication campaign intended to bring the brand's latest innovations, including a new TVC, print and digital campaigns, along with strong in-store exposure.
The complete new portfolio will be available across e-commerce platforms, modern trade outlets, and grocery outlets.
Sunfeast Dark Fantasy Choco Fills and Coffee Fills will be available in popular SKUs of 75 gms priced at Rs 30.
Sunfeast Dark Fantasy Nut Fills will be available in convenient pack size of 75 gms priced at Rs 35 with an introductory offer of Rs 30.
Sunfeast Dark Fantasy Big Fills will be available in convenient pack size of 150 gms priced at Rs 60.
About ITC Foods: A Division of ITC Limited
ITC's branded packaged foods business is one of the fastest growing foods businesses in India, driven by the market standing and consumer franchise of its popular brands - Aashirvaad, Sunfeast, Bingo!, Yippee!, Kitchens of India, B Natural, Mint-o, Candyman, Fabelle, Sunbean and GumOn. The Foods Business is today represented in multiple categories in the market - Staples, Spices, Ready-to-Eat, Snack Foods, Bakery & Confectionery and Juices & Beverages.
ITC's Foods brands delight millions of households with a wide range of differentiated, value-added products developed by leveraging ITC's in-house R&D capabilities, deep consumer understanding, knowledge of preferred Indian tastes, agri-sourcing & packaging strengths, and an unmatched distribution network. B Natural, the Juices & Beverages brand of ITC, takes benefit of the Agri Sourcing capabilities to source all its Fruits locally from Indian Farmers.
ITC's uncompromising commitment to the health and safety of its consumers ensures adherence to the highest levels of quality, safety and hygiene standards in manufacturing processes and in the supply chain. All ITC-owned manufacturing units are Hazard Analysis and Critical Control Point (HACCP) certified. The quality performance of all manufacturing units is monitored continuously online. Going beyond process control, ITC ensures that quality standards are stringently adhered to while choosing ingredients that go into the preparation of its food products.
The business continues to invest in every aspect of manufacturing, distribution and marketing to ensure that it can leverage emerging opportunities and fulfill its aspiration of being the most trusted provider of branded packaged foods in the country. ITC's Foods business also exports its products to the key geographies of North America, Africa, Middle East and Australia.