ITC pushes milk biscuit brand in Tamil Nadu

NEW DELHI: ITC Ltd. on Wednesday announced the launch of its new brand Sunfeast Supermilk biscuits in Tamil Nadu. The state currently contributes about 40% of the milk biscuit industry.

Sunfeast is making a strategic entry into this segment to tap the huge business opportunity, ITC said in a statement. The product will compete with Britannia’s Milk Bikis.

“Sunfeast has been a trusted brand in Tamil Nadu, offering a wide range to suit the preferences of every member of the household. The love and support we have received over the last two decades has inspired us to embark on this ambitious mission with a product that is uniquely Tamil Nadu’s signature – the new Sunfeast Supermilk. It contains Naatu Maatu paal, which is a preferred option by mothers in Tamil Nadu. Compared to previous packs, it also has an extra milk punch,” said Ali Harris Shere, Operations Manager, Biscuits & Cakes Group, Foods Division, ITC Ltd.

In a first, ITC has roped in two celebrity mothers to endorse the biscuit brand. South Indian celebrities Simran Bagga and Sneha Prasann will star in two TV commercials.

“The Bagga-starrer TVC focuses on the busy routines followed by today’s kids and their need for a Strong milk biscuit, just like a father’s need for a strong coffee after a tiring day at work. The Prasanna-starrer TVC focuses on the action away from the friendly football session leads to a group of playful children asking for a strong milk biscuit to satisfy the coach’s need for a strong tea after the game,” ITC said in its statement.

The ads are designed 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 over 3.8 billion in sales.

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