ITC to introduce milk-based beverages


ITC is planning to launch ready-to-drink, milk-based beverages that will compete with the likes of Coca-Cola, Amul and Britannia in October.


The new product range, Sunfeast Wonderz, will be launched first in the southern states of Tamil Nadu, Karnataka, Telangana and Andhra Pradesh before being rolled out nationally. Unlike existing products made with artificial flavours, ITC will use real fruit pulp for the milkshakes.


The range will be manufactured in ITC’s new facility in Kapurthala, Punjab, where the company has invested in an aseptic pet facility.


According to the company, this innovative range of milk-based beverages will be powered by the company’s institutional capabilities including agri-sourcing, distribution, infrastructure, among others.

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