ITC Foods division expands biscuit portfolio

ITC Limited Foods Division launched two new biscuit ranges, Sunfeast Golden Bakes and Sunfeast Snacky, here on Wednesday.

According to divisional chief executive, Ravi Naware, the two products were being introduced after months of research and development and sampling across consumers.

He told newspersons that the new cashew & honey cookies and salted crackers with chilly flakes were being introduced for the first time in the Indian market. The latest offerings from ITC would hit shelves in south Indian states immediately and across the country by September, this year.

Naware said that the new products would be supported by a multi-media advertisement campaign including two fresh television commercials for its new sub-brands.

The commercials for Golden Bakes and Snacky would feature Sunfeast brand ambassador cine actor Shah Rukh Khan and actress Divya Dutt respectively.

Stating that the Rs 4,000-crore biscuits market in the country was growing at 13.5 per cent per annum, Naware said that cookies was an important segment of this market.

At present, ITC Foods has an 8 per cent share in the country's biscuits market. In Andhra Pradesh, where the biscuit market is estimated to be in the range of Rs 100 crore, its share is 15 per cent.