Dairy News
Dairy whitener to be 1st ITC Sunfresh brand
Friday, 10/06/2016Kolkata: The tobacco-to-FMCG-to-hospitality conglomerate, ITC Ltd, is creating a new brand to make inroads into the territory of Amul and Nestle. ITC which is aiming to cross Rs 10,000crore mark in foods business is launching a dairy whitener under newly created Sunfresh brand. The first offering from ITC in dairy segment was ghee, which was an extension of Aashirbad brand.
The dairy whitener market is over Rs 1500crore category and growing at 6% compounded annual growth rate. It is more of duopolistic segment with two major brands owning 86% share - Nestle's Everyday at 48% and Amulya (from Amul) at 38%. Britannia is another player in this market. Interestingly, 61% of the category resides in three key markets - north east (Rs 384 crore), West Bengal (Rs 310 crore) and Kerala (Rs 147 crore).
An official said that ITC will try to penetrate these priority markets with Sunfresh Dairy Whitener. The food brands of ITC include Aashirvaad, Aashirvaad Svasti Ghee, Sunfeast (Dark Fantasy, Delishus, Farmlite, Yumfills and Mom's Magic), Bingo! (Yumitos, Tangles, Mad Angles, Tedhe Medhe), YiPPee!, B Natural!, Candyman, mint-o, GumOn and Kitchens of India. ITC is the only diversified conglomerate whose food business has crossed $1 billion mark.
On the launch of dairy whitener under Sunfresh brand, ITC executive director Sanjiv Puri said, "Our intention is to craft differentiated and value-added products in the dairy segment which would be hallmark of quality.
Elaborating the details, he added that as far as the foray into the dairy segment is concerned, ITC has at the outset worked extensively with farmers on creating a strong backend. The focus was on developing a robust supply chain and to ensure the procurement of safe and hygienic milk of the highest quality.
Sunfresh Dairy Whitener is the second product from ITC's dairy portfolio. Manufactured at ITC's own manufacturing facility in Munger (Bihar), Sunfresh Dairy Whitener will be first introduced in North East. An ITC official said 65 quality tests are performed on Sunfresh Dairy Whitener - from milk to powder - thereby ensuring consistent quality and delightful taste every time.
Packed in convenient pack formats - Sachets available in Rs 5 & Rs 10 packs and bigger quad packs available in 200g and 400g packs. "Sunfresh Dairy Whitener will be available in varied and convenient sizes to suit all kinds of consumer needs," the official added.