"Sunfeast" - the umbrella
brand name introduced in the Glucose, Marie and Cream segments
"Sun" mascot - the brand
ambassador reinforcing the positioning of the brand "Spread the Smile"
Product Innovation - two unique and new
flavours - for the first time in the India market- Orange Marie and Butterscotch Cream
biscuit
"Sunfeast" - to be launched
nationally in phases in over One million retail outlets across the
country.
Kolkata - July 30, 2003: ITC's
Foods business today announced the launch of the "Sunfeast"
range of high quality and great tasting biscuits with offerings in Glucose, Marie and
Cream segments. Speaking on the occasion, Mr. Ravi Naware, Divisional Chief
Executive, ITC Limited - Foods Division said, "the launch of "Sunfeast",
marks ITC Foods entry into the branded biscuit market with a range of offerings in both
basic and value added segments."
"Sunfeast", with the Brand
Essence "Spread the Smile" connotes happiness, contentment, satisfaction and
pleasure one would derive from great tasting and high quality biscuits. The brand
positioning and imagery is reinforced by the Sun mascot conveying the emotional and
gratifying aspects of the product.
"The latest offering from ITC Foods is in tune with
the company's strategic direction to develop new product lines by synergising its proven
competencies. We believe that our understanding of the Indian consumer is reflected in the
increasing confidence in the "ITC" brand and more importantly
the trust that Indian consumers are reposing in all our products" added Mr. Naware.
"Sunfeast" range of biscuits is
competitively priced and would include two new product innovations - Orange flavoured
Marie and Butterscotch flavoured Cream biscuits launched for the first time in the Indian
market.
"Sunfeast Biscuits" - Initial
Offerings
Sunfeast Glucose Biscuits deliver the
Natural Goodness of Wheat and is available in 100 gms, 75 gms and 19 gms priced at Rs 4/-,
Rs 3/- and Re 1/- respectively targeting children between the age group 4-14 years and
their mothers.
Sunfeast Orange Marie - a very
differential offering is available in 200 gms, priced at Rs 13/- and "Sunfeast
Marie Light" - Light & Crispy, available in 200 gms and 400 gms, priced
at Rs 13/- and Rs 19/- respectively. Targeting housewives and families.
Sunfeast Orange Cream, Sunfeast Butterscotch Cream
& Sunfeast Bourbon Cream - Smooth & Yummy Cream Biscuits, available in
100 gms, priced at Rs 10/-, Rs 10/- and Rs 12/- respectively. Targeting children between
the age group 4-14 years.
ITC Limited - Foods Division, being in the forefront of
product innovation has introduced two new flavours Orange Marie and Butterscotch Cream
Biscuits after 12 months of product research and development and extensive sampling across
14,000 consumers across all POP first time in the Indian market. the entire range of
"Sunfeast Biscuits" will be packed in vibrant colours, distinctive graphics and
fonts identifying sub categories - at the same time maintaining a consistent look of the
umbrella brand "Sunfeast".
