ITC Limited recently forayed into the rapidly growing ready-to-drink milk-based beverages with the launch of Sunfeast Wonderz Milk in four variants - Fruit ‘n’ Milk (Mango), Fruit ‘n’ Milk (Mixed Fruit), Shakes (Classic Vanilla) and NutShakes (Kesar Badam) - at an event in Chennai. The development was announced by Hemant Malik, divisional chief executive, foods, ITC Limited.
The range would be available at general trade and modern trade outlets in the launch markets. While the two Fruit ‘n’ Milk variants would be available in 200ml bottles priced at Rs 25, the Shakes variant would be available in 200ml bottles priced at Rs 30, and the Nut Shakes variant would be available in 200ml bottles priced at Rs 35.
The Fruit n Milk variant, a first in the market offering, is made with real fruit pulp and has real fruit bits. The Shakes variant, available in vanilla flavour, is made with natural vanilla extracts, and promises a thick and creamy milkshake experience. The Nut Shakes variant, available in Kesar Badam, flavour contains real badam bits.
With consumers moving towards healthier beverage options, the ready-to-drink milk beverage segment has emerged as one of the fastest-growing segments in the dairy market. With this development, ITC expanded its dairy portfolio, beyond ghee, pouch milk and curd.
The launch of the new brand will commence first in the states of Tamil Nadu and Karnataka which together account for nearly a quarter of the national market.
Malik said, “The launch of Sunfeast Wonderz Milk dairy beverages reflects ITC’s focus in delighting consumers with superior and differentiated new products. The ready-to-drink milk beverage market has seen a high growth with a paradigm shift to healthier beverages.”
“Our investment in superior technology for manufacturing beverages with inclusions such as fruit pieces and dry fruits, coupled with our institutional capabilities like agri sourcing, enable us to bring these high-quality first in market offerings in the dairy beverage space.’’
The Sunfeast Wonderz Milk range will be manufactured and packed at ITC’s state-of-the-art ICML (integrated consumer goods manufacturing and logistics facility) in Kapurthala, Punjab. The new milk beverages leverage superior technologies that includes India’s first multi-category aseptic PET line, which can manufacture high-quality aseptic beverages with a combination of milk, fruits and inclusions, such as fruit pieces, dry fruits and seeds, amongst others.
