ITC Foods Enters Ready-to-Drink Breakfast Segment with Sunfeast Launch

ITC Foods has entered the growing ready-to-drink breakfast beverage category with the launch of Sunfeast Breakfast Smoothie, targeting consumers navigating increasingly hectic daily routines. The product represents the company's strategic response to shifting breakfast consumption patterns across India.

The smoothie combines banana, milk, almonds, oats, dates and four super seeds, delivering 6g of protein per serving. The formulation excludes added sugar, preservatives and artificial flavours, reflecting broader consumer movement toward healthier food options.

According to Vivek Kookkal, Vice President and Head of Dairy and Beverages at ITC Foods Division, the launch addresses changing expectations in the breakfast category. "Consumer expectations from the breakfast category are evolving rapidly. Today, our consumers especially the Gen Z are seeking products which are convenient and at the same time tasty," he noted, adding that the innovation emerged from understanding these emerging preferences.

The timing aligns with observable shifts in how Indians approach breakfast. Heightened health consciousness, packed schedules and rushed mornings are steering consumers toward portable beverage options that integrate seamlessly into their daily routines.

The accompanying marketing campaign reimagines the breakfast experience through a digital film that transforms an ordinary kitchen into a performance space. The narrative follows a young woman whose sip of the smoothie triggers a dynamic, bartender-inspired sequence featuring spinning jars and airborne ingredients. The creative approach underscores the brand's positioning of the product as both functional and engaging.

ITC Foods has framed the smoothie around real-world consumption moments—morning commutes, demanding workdays and mid-morning appetite surges. The 160ml pack carries a retail price of INR 45 and is currently stocked across quick commerce platforms, modern retail outlets and general trade channels in metro areas.

The launch signals ITC Foods' commitment to category expansion through format-driven innovation and consumer-centric product development.