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ITC enters fruit juice biz
The Times of India - 03 Mar 2015

ITC has forayed into the packaged fruit juices and beverages category with the launch of its ‘B' Natural' range of fruit juices and beverages. The FMCG-to-hotel-to-tobacco giant's entry into this category was kick-started with the acquisition of the B Natural brand from its erstwhile owners - Bengaluru-based Balan Natural Foods.

With the initial launch of seven variants, ITC's range of B Natural fruit juices and beverages is all set to provide consumers a tasty, new alternative to the existing brands in the market. Besides a complete revamp of packaging, ITC has invested significantly in re-formulation of the variants with the objective of developing thicker, tastier fruit juices and beverages closer to the natural taste of fruits.

The chief executive of foods division of ITC, Chitranjan Dar, said B Natural juices which do not contain any added preservatives, artificial colours or flavours are powered by the company's robust agri backend, extensive trade marketing and distribution infrastructure. Manufactured in state-of-the-art facilities in Bengaluru, B Natural variants include Mixed Fruit Merry, Guava Gush, Orange Oomph, Mango Magic, Pineapple Poise, Litchi Luscious and Jamun Joy. The new range has been competitively priced at Rs 99 for a one-litre pack and Rs 20 for a 200 ml pack.

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