ITC Foods pulls out snacks food brand

ITC Foods, the foods division of Rs the 8,000 crore hotels-to-tobacco major ITC Ltd, has withdrawn its snacks food brand 'Bischips' from the market.

The brand, which was launched late last year as as a nutritious snack, could not generate enough demand.

ITC foods division executive vice president Ravi Naware said the brand has been withdrawn and the company is working on launching some other snack food.

"We are, at present, working on several snack food products and are examining the possibility of launching these in the market," Naware said. He added that the company is trying to launch products which were different from existing ones.

Since the last one year, the foods division has forayed into various categories. While it was already present in the premium gourmet ready-to-eat food market with its 'Kitchens of India' brand, it has now launched its 'ready-to-eat' range of food under the Aashirwaad umbrella.

The company has also launched biscuits under the 'Sunfeast' brand name and plans to further extend its confectionery range after the acquisition of 'Minto' from Candico. The company has already launched candies under the 'Candyman' brand in four flavours.

ITC is also targeting the pure food range and has launched salt to supplement its atta under the Aashirwad umbrella. It is also studying the possibility of launching additional products in this range.