Tuesday, June 29, 2021

ITC Ltd. introduces ‘Sunfeast All Rounder’, India’s own thin potato biscuits

The potato biscuit is light, crunchy and seasoned like a wafer but baked like a cracker


National, 28th June, 2021: ITC Ltd.’s Sunfeast, one of India’s most preferred brands in biscuits & cakes, has introduced another new-to-market biscuit experience with the launch of Sunfeast All-Rounder. Sunfeast All Rounder is an exciting new potato biscuit that is masala sprinkled, crunchy and one of the thinnest biscuits ever manufactured in India. The delightful inclusion of potato in the base promises a revolutionary new experience in the Rs 6,000 crore cracker biscuits category.


Sunfeast All Rounder is an innovative new offering that seeks to disrupt the cracker biscuits category. Consumer insights reveal that homemakers and category consumers are instinctively drawn to tangy and masala flavours to snack on. Hence, cracker biscuits enjoy a preference amongst this consumer segment for everyday consumption. Sunfeast All Rounder’s thin potato biscuits make for a light and crunchy all-time snack, while the potato in the base creates a unique texture for the biscuit. The masala sprinkled on top offers consumers a strong aroma and chatpata taste that lingers long after every bite.


Elaborating on the launch, Mr. Ali Harris Shere, Chief Operating Officer, Biscuits & Cakes Cluster, Foods Division, ITC Limited said, “Building on our pedigree for disruptive innovation as evidenced by the success of our portfolio of differentiated offerings including Dark Fantasy, Farmlite Nuts and Veda Digestive, Sunfeast Caker & many others, Sunfeast All Rounder aims to offer consumers a differentiated premium offering in a cracker format. With crackers constituting a large segment in the biscuits category, we believe it is an opportune time to further strengthen our portfolio and provide consumers with trendsetting and delightful offerings. With the launch of Sunfeast All Rounder, we want to re-define the consumer experience within biscuits & particularly the cracker segment and craft a success story that reinforces Sunfeast as a champion of innovation in biscuits & cakes.’’ 


Sunfeast’s latest offering will come in SKUs of 32.9 gms and 75gms for INR 10 and INR 20, respectively. Sunfeast All Rounder will be available first in South India, West Bengal and North East markets through ITCstore.in, General trade outlets and Modern trade outlets.


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 now present 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 advantage of ITC’s 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 continuously monitored 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 fulfil 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.


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