ITC Limited has forayed into the growing ready-to-drink milk-based beverages with the launch of Sunfeast Wonderz Milk.
The four variants – Fruit ‘n’ Milk (Mango), Fruit ‘n’ Milk (Mixed Fruit), Shakes (Classic Vanilla) and NutShakes (Kesar Badam) – would be available at general trade and modern trade outlets. This was announced by Hemant Malik, divisional chief executive,
foods, ITC Limited.
The new brand will initially be launched in Tamil Nadu and Karnataka, which together account for nearly a quarter of the national market. While the two Fruit ‘n’ Milk variants would be available in 200ml bottles priced at INR 25, the Shakes variant would be available in 200ml bottles priced at INR 30, and the Nut Shakes variant would be available in 200ml bottles priced at INR 35.
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.
Malik said, “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 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.