Sunfeast Dark Fantasy is now the No. 1 overall biscuits brand in the Modern Trade channel; continues leadership in premium segment
The Biscuits category delivered a strong performance during the year on the back of powerful brand propositions, differentiated offerings and strong consumer connect. The ‘Sunfeast Dark Fantasy’ range of differentiated cookies continued to strengthen its leadership position in the premium segment. ‘Dark Fantasy’ is also now the No. 1 overall biscuits brand in the Modern Trade channel, registering robust growth across its portfolio, including ‘Dark Fantasy Chocofills’, ‘Dark Fantasy Bourbon’, ‘Dark Fantasy Sandwich Crème’ and ‘Dark Fantasy Yumfills Pie’. The ‘Mom’s Magic’ range of cookies recorded healthy growth during the year.
The portfolio was further strengthened with the launch of ‘Sunfeast Mom’s Magic Shines’, which has elicited strong consumer response. ‘Sunfeast Supermilk’ biscuits, harnessing the goodness of ‘Naatu Maatu Paal’ (biscuits enriched with native Indian cow milk), continued to scale up successfully in the operating market of Tamil Nadu.
The Business also launched a delectable range of super premium cookies with globally sourced ingredients under ‘Sunfeast Baked Creations’ brand. These short shelf-life products are backed by hyperlocal & customised supply chains and are accessible to consumers on Quick Commerce platforms. These products have received encouraging response from discerning consumers and are being scaled up.
The Branded Packaged Foods Businesses remain focused on addressing emerging consumer needs through innovations anchored on the vectors of health, nutrition, wellness, immunity, naturals, indulgence and convenience. While fortifying the core portfolio, the Businesses continue to scale-up presence in value-added adjacencies by leveraging powerful mother brands and investing in categories of the future, to drive premiumisation and expand consumption occasions.
ITC sustained its position as one of India’s largest and fastest growing branded packaged foods businesses, underpinned by a robust portfolio of trusted brands, a strong innovation engine supporting the categories with several first-to-market offerings and a vast range of differentiated products catering to diverse tastes & preferences of consumers. ITC’s unique combination of institutional strengths, viz. superior consumer insights, agri sourcing, robust distributed manufacturing & omni-channel distribution architecture, capabilities of ITC’s LSTC and cuisine expertise resident in ITC Hotels Limited, a group entity, enabled the Business to effectively navigate volatility in the external environment, including geopolitical uncertainty and elevated commodity prices.
