~ Announces Shilpa Shetty as Brand Ambassador ~
India: 10th April, 2017/Team Estrade//– ITC’s Foods Division announced the launch of another unique offering from its B Natural range of fruit beverages – B Natural 100% Pomegranate Juice. Unlike most other packaged fruit juices available in the market that are made from ‘fruit concentrates’, B Natural 100% Pomegranate Juice is made directly from the pulp of 25 hand-picked pomegranate fruits (in each pack), and has no added sugar, color, preservatives or flavor. ITC also revealed health and fitness diva Shilpa Shetty Kundra as the new brand ambassador for B Natural Juices and Beverages.
ITC forayed into the ~Rs 2500 cr. Juices and Nectars (premium packaged fruit drinks) market in 2015 with the acquisition of the B Natural brand. In 2 years, B Natural has established itself as the clear No.3 player in this market with a 6.9% market share. Jamun Joy, with no added sugar was B Natural’s first differentiated variant in the market, followed by the high-decibel launch of B Natural Punjab-da-Kinnow last summer in Punjab and the NCR. With the launch of B Natural 100% Pomegranate Juice, and the on-boarding of Shilpa Shetty as brand ambassador, ITC is clearly upping the ante on B Natural.
Most packaged fruit juices in the market today are made from fruit concentrates which are diluted with water during re-constitution. Thermal treatment of the fruit pulp, by which a concentrate is made, not only affects the eventual taste and flavor of the juice, but may also reduce its nutritive value. B Natural’s 100% Pomegranate Juice however, is made directly from fruit pulp and not from concentrates, thus providing consumers a more nutritive and natural tasting experience.
Pomegranates are a rich source of vitamins and anti-oxidants making them one of the healthiest fruits to consume. The creation and launch of B Natural 100% Pomegranate Juice – ‘Pure fruit juice, No concentrate’ is in line with ITC Foods’ vision and commitment towards crafting differentiated offerings in the health and wellness segment.
B Natural 100% Pomegranate Juice is manufactured and packed at a state-of-the-art manufacturing facility in Bengaluru. It is packed in a six-layer Tetra Pak packaging, which helps retain the freshness and taste of the fruit juice, without the need for added preservatives.
Hemant Malik, Divisional Chief Executive, ITC Foods Division, said, “We continue to witness strengthening consumer preferences for healthy, wholesome and nutritious products, and are committed to creating and launching differentiated offers in the health and wellness space across our portfolio. The launch of B Natural 100% Pomegranate Juice is a step in this direction. We are committed to offering genuine value to our customers in terms of both health and taste and B Natural Pomegranate Juice is another innovative offering that will delight our consumers.”
Shilpa Shetty Kundra, Actress and Wellness Enthusiast, said – “B Natural 100% Pomegranate Juice is a step towards educating people and helping them make a choice towards a healthy lifestyle. Being an advocate to health and fitness myself, I am proud to be associated with a brand like B Natural. I hope consumers enjoy the new offering and B Natural becomes their brand of choice.”
B Natural 100% Pomegranate Juice will be available selectively at all modern format and top-end general trade outlets across top metros initially. It will be available in 1 L pack size only, priced at Rs. 199.
About ITC Foods:
ITC’s branded packaged foods business is one of the fastest growing foods businesses in India, driven by the market standing and consumer franchise of its popular brands – Aashirvaad, Sunfeast, Bingo!, Yippee!, Kitchens of India, B Natural, Mint-o, Candyman and GumOn. The Foods business is today represented in multiple categories in the market – Staples, Spices, Ready-to-Eat, Snack Foods, Bakery & Confectionery, Juices and Beverages and more recently, Dairy.
ITC’s Foods brands delight millions of households with a wide range of differentiated, value-added products developed by leveraging ITC’s in-house R&D capabilities, deep consumer understanding, knowledge of preferred Indian tastes, agri-sourcing and packaging strengths, and an unmatched distribution network.
ITC’s uncompromising commitment to the health and safety of its consumers ensures adherence to the highest levels of quality, safety and hygiene standards in manufacturing processes and in the supply chain. All ITC-owned manufacturing units are Hazard Analysis and Critical Control Point (HACCP) certified. The quality performance of all manufacturing units is monitored continuously online. Going beyond process control, ITC ensures that quality standards are scrupulously adhered to while choosing ingredients that go into the preparation of its food products.
The business continues to invest in every aspect of manufacturing, distribution and marketing to ensure that it can leverage emerging opportunities and fulfill its aspiration of being the most trusted provider of branded packaged foods in the country. ITC’s Foods business also exports its products to the key geographies of North America, Africa, Middle East and Australia.
B Natural launches 100% Pomegranate Juice
