ITC’s Foods Division has recently launched yet another disruptive product offering from its B Natural range of fruit beverages. The recent launch is country’s first premium fruit beverages in Aseptic PET bottles with no added preservatives.
Last year, the company had made a paradigm shift in the way their fruit juices and beverages are manufactured. B Natural’s entire range is ‘not made from imported concentrates’ but with Indian fruits sourced only from Indian farmers.
The launched range will comprise of three variants which will statisfy the Indian consumer palette – Himalayan Mixed Fruit, Ratnagiri Alphonso and Dakshin Pink Guava. These are made with fruits that are procured from the pristine orchards of Himalayas, Ratnagiri and Dakshin Karnataka. This new launch range will be available across major Modern Trade and General Trade stores across the country.
Sanjay Singal, Chief Operating Officer, Dairy and Beverages, ITC said, “Our focus this year is completely on expanding the business by launching new products. A double-digit growth is what we are expecting this year. We have new products in the pipeline for milkshake and juices, which we will soon launch in the market. Next month, we are coming up with the no-added sugar juice. Likewise, we will keep adding products to our beverage segment.”
Singal also added while speaking about the overall growth, “The contribution of the beverage business to the overall ITC foods segment will be single digit. The turnover contribution would be 4-5% in the juice segment. For ITC as a whole, it would contribute somewhat around 1% to the total turnover.”
A per Singal’s opinion, the brand enjoyed a double-digit growth of 20% from its ‘No Concentrate’ campaign in 2017. “The growth happened through two mediums; one was definitely in terms of increased sales and second that it allowed the brand to differentiate in the market. Apart from these two, the campaign also helped in brand awareness.”
Also, the brand is planning to launch a couple of campaigns in the upcoming months.