• Initial offering comprises Multi Grain Biscuits, a product new to the Indian market, and Vitamin & Protein Enriched Biscuits

• Range to be available in the market from 12th March onwards

• TV Campaign, directed by ace ad film maker Prahlad Kakkar, to go on air with the world cup

Sunfeast, the flagship brand from ITC Foods has launched its new range of healthy products co-created with Sachin Tendulkar under the brand name Sunfeast Sachin's Fit Kit. It is for the first time in India that an icon of the stature of Sachin Tendulkar has been actively involved in the product development process as co creator of the Sunfeast Sachin's Fit Kit range.

He has shared with Sunfeast his dietary regimen that has enabled him to perform at the highest level for 17 years. These inputs have gone into the making of Sunfeast Sachin's Fit Kit range of healthy products. It is the shared vision of Sunfeast as well as Sachin Tendulkar that products under the Sachin's Fit Kit range will enable create "Champions of Tomorrow".

The launch range comprises two offerings - Sunfeast Sachin's Vitamin and Protien enriched biscuits and Sunfeast Sachin's Multigrain biscuits. The Fit Kit range of products reiterates the endeavor of Sunfeast to bring to the Indian consumer high quality healthy products, which will help build champions of tomorrow.

Sunfeast Sachin's Vitamin and Protein biscuits are enriched with vitamins - B1, B2, B5, B6, B12 and proteins. These added ingredients help in remaining active and energetic through the day. Sunfeast Sachin's Multigrain biscuit is a first of its kind biscuit in India, packed with the power of "6 nutri fibres" - Barley, Oats, Raagi, Jowar, Corn and Wheat.

These products are priced at Rs. 5/- for Sunfeast Sachin's Vitamin and Protein biscuits (75 gms) and Rs. 10/- for Sunfeast Sachin's Multigrain biscuits (100gms) respectively. The need to remain active and fit is universal and Sachin's appeal is mass hence the product has been priced to ensure affordability for all.

The entire communication for this range is based on this theme of Sunfeast Sachin's Fit Kit creating "Champions of Tomorrow". The TVC's have been directed by renowned ad film director Prahlad Kakkar. The TVC campaign has been timed to coincide with the Cricket World Cup of which ITC Foods is an associate sponsor.

Speaking on his association with Sunfeast Sachin Tendulkar said, "It's been a wonderful experience sharing my thoughts with Sunfeast and introducing a product that will be appreciated by everyone. After six months of hard work and a lot of discussions with the product development team at Sunfeast, we have eventually been able to create two wonderful products - the Multi Grain Biscuit and a Vitamin and Protein Biscuit which I am sure will become an essential part of any household's consumption basket".

Speaking on the occasion Mr. Ravi Naware, Divisional Chief Executive, ITC Ltd- Foods Division said, "The launch of Sunfeast Sachin Fit Kit range of products marks the division's foray into the healthy food segment. The new offering, which focuses on active health and fitness is a universal value proposition for consumers across all age groups".

About Sunfeast

ITC Foods forayed into the branded biscuits segment in July 2003 with Sunfeast range of Glucose, Marie, Cream and Milk biscuits. This marked the division's foray in both the basic and value added segment. "Sunfeast", with the Brand Essence "Spread the Smile" connotes happiness, contentment, satisfaction and pleasure one would derive from great tasting, good for health quality products. The brand positioning and imagery is reinforced by the Sunfeast mascot conveying the emotional and gratifying aspects of the product.