ITC Foods has expanded its product portfolio with the launch of Sunfeast Breakfast Smoothie, a ready-to-drink beverage aimed at consumers seeking convenient and wholesome breakfast options amid increasingly fast-paced lifestyles.
With the launch, the company is entering the emerging on-the-go breakfast segment, betting on rising demand for portable and health-oriented food and beverage products among urban consumers, especially Gen Z audiences.
Targets convenience-led consumption trends
The new Sunfeast Breakfast Smoothie is made with banana, milk, almonds, oats, dates and four super seeds. The company said the beverage contains 6g of protein per serving and is free from added sugar, preservatives and artificial flavours.
Priced at ₹45 for a 160ml pack, the product is now available across quick commerce platforms, modern trade outlets and general trade stores in metro cities.
According to the company, the launch is aimed at addressing changing breakfast consumption habits in India, where busy schedules, rising health awareness and demand for convenience are reshaping consumer preferences.
Focus on innovation-driven category expansion
“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. This insight led us to a unique innovation-led category development with the launch of Sunfeast Breakfast Smoothie, a differentiated, first-of-its-kind offering that caters to these emerging consumer needs,” said ITC Ltd Vice President and Head, Dairy and Beverages, Foods Division, Vivek Kookkal.
To support the launch, the company has also rolled out a digital campaign built around the idea of turning breakfast into an energetic and expressive experience.
The campaign film features a young woman transforming her kitchen into a performance-style setup, using stylised visuals and bartender-inspired acts to showcase the smoothie’s convenience and contemporary appeal.