Sunfeast is making strategic moves in this segment to tap the huge business opportunity, ITC said in a statement. This product will compete with Britannia's Milk Bikis
New Delhi: ITC Limited on Wednesday announced the launch of its new Sunfeast Supermilk biscuit brand in Tamil Nadu. The state currently contributes to about 40% of the milk biscuits industry.
Sunfeast is making strategic moves in this segment to tap the huge business opportunity, ITC said in a statement. The product will compete with Britannia's Milk Bikis.
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“Sunfeast has been a trusted brand in Tamil Nadu, offering a wide variety to cater to the preferences of every member of the household. The love and support we have received over the last two decades has encouraged us to carefully craft this comprehensive mission that is uniquely representative of Tamil Nadu – the all new Sunfeast Supermilk. It contains Naatu Maatu Pal which is a favorite choice of mothers from Tamil Nadu. It also contains an extra punch of milk as compared to its previous pack," said Ali Harris Shere, Chief Operating Officer, Biscuit & Cake Cluster, Food Division, ITC Ltd.
ITC has for the first time roped in two celebrities to endorse a biscuit brand. South Indian celebrities Simran Bagga and Sneha Prasnan will appear in two television commercials.
"The TVC featuring Bagga focuses on the busy routine of today's kids and their need for a strong milk biscuit, just like a father needs a cup of strong coffee after a hard day's work," ITC said in a statement. Said TVC featuring Prasanna takes the action to a friendly football session, where a playful group of kids demand a strong milk biscuit in response to their coach's need for a strong tea after a match.
The ads have been conceptualized by Chennai-based agency Mind Your Language.
ITC's Sunfeast portfolio of brands includes biscuits, noodles and dairy beverages such as protein shakes and smoothies. In FY19, Sunfeast crossed ₹3,800 crore in sales.
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