ITC’s Sunfeast, one of the most preferred consumer biscuits brand, is now expanding its footprint in the cakes category with the launch of a new sub-brand, Sunfeast Caker. The brand, according to the company, will have a portfolio of innovative products that will provide premium experiences to consumers at affordable prices.
The sub-brand will make snacking a delightful experience, addressing the needs of convenience and indulgence across a wider consumer base. There will be three formats including the signature and first in the category, ‘Trinity’, a differentiated product innovation, delivering a refined sensorial experience like-never-before. This triple layered cake has a choco enrobed bottom, choco crème as the middle filling and is topped with a choco drizzle.
The second format will be a reimagined choco Swiss Roll, adorned with a choco drizzle, evoking visuals quintessential to a fresh bakery product and the third will be an exciting presentation of layer cakes in two variants including choco & butterscotch, according to the company.
The brand had previously forayed into the Rs 2,500+ crore cake segment with the launch of cakes in 2018. Within two years after leading category growth in the layered cakes segment, with a 22% market share, it is now expanding its cakes portfolio with this new offering.
Elaborating on the launch, Ali Harris Shere, chief operating officer, biscuits & cakes cluster, foods division, ITC Limited, said, “The cakes category in India has been growing at a very promising pace. Given that it is a large category and with our experienced play in the biscuits segment, we believe it is the right time to expand our franchise.”
He added, “Our focus would be to drive further growth of the category by redefining the way consumers view and consume packaged cakes. The endeavour would be to bridge the experiential gap between fresh bakery cakes and packaged cakes through our unique offerings. As a national trusted brand, we look forward to delighting households across the country with this specially crafted new range of Sunfeast Caker.”
The premium quality offerings will be made available to consumers at parity industry price points and grammage to ensure the category is enjoyed in every household – 28 gm SKU of Trinity and 29 gm SKU of Swiss Roll will be available at Rs 10 while the layer cakes will be available at two price points of Rs 5 & Rs 10 respectively. The new product will be available pan-India from November 2020.