ITC Foods today said that it has signed Bollywood star Shah Rukh Khan as the brand ambassador for its flagship brand 'Sunfeast'.

The superstar will be endorsing the entire range of snacks under the umbrella brand 'Sunfeast' and as brand ambassador, the actor will play a key role in brand and product communication on television, in print and outdoor media and various promotions and merchandise that have been planned for the brand, the company said in a release here.

"We believe that this endorsement of 'Sunfeast' will go a long way towards reinforcing the attributes of the brand and reiterate its positioning, ITC Ltd Divisional Chief Executive, Mr Ravi Naware, said in the release.