ITC has forayed in ready-to-drink milk-based beverage segment with its brand Sunfeast. The Sunfeast Wonderz Milk ready-to-drink dairy beverages will now be available in Kerala, apart from Tamil Nadu and Karnataka, where it is already on sale.
The company spokesperson said, with the increasing demands of consumers moving towards healthier beverage options, ready-to-drink milk beverages has emerged as one of the fastest growing segments in the dairy market. He also added that ITC is further looking to expand its dairy portfolio beyond ghee, pouch milk and curd.
With this launch, the company is set to rival established brands and their products such as: Amul; Nestle; Hershey’s; and Mother Dairy.
The launch range comprises of innovative offerings.The ‘Fruit ‘n’ Milk’ variant will be available in mango and mixed fruit flavours. The drink is made with real fruit pulp and has real fruit bits — a first in the market offering. The ‘Shakes’ variant is available in the ‘Classic Vanilla’ flavour, and it is made with natural vanilla extracts. The ‘Nut Shakes’ variant is available in the ‘Kesar Badam’ flavour, ans contains real badam bits.
The spokesman also quoted the statement of Hemant Malik, Divisional Chief Executive – Foods, ITC, that the ready-to-drink milk beverages market has seen a high growth with a marked shift to healthier beverages. “Sunfeast Wonderz Milk has received encouraging response in the markets of Tamil Nadu and Karnataka, where the brand was recently launched. We are happy to extend this new offering to Kerala.”