Indiantelevision.com > Media, Advertising & Marketing Watch > ITC forays into new category with pasta

HOME | Free Newsletters | Email Story | Print Story | Comment on Story

Indiantelevision.com's Media, Advertising & Marketing Watch

ITC forays into new category with pasta

Indiantelevision.com Team

(3 March 2005 12:00 pm)

MUMBAI: ITC Limited - Foods Division today announced the launch of its new Sunfeast Pasta Treat, which is India's first instant pasta with sauce maker inside. This earmarks the division's foray into the ready to cook instant snacks category. Made from Durum Hi-Protein Wheat, Sunfeast Pasta Treat is a ready-to-cook healthy snack option for the evolving tastes of the Indian consumers.

Speaking on the occasion, ITC Limited - Foods Business divisional chief executive Ravi Naware said, "Consumers today are open to experimenting with their cuisines and looking for options that suit their changing lifestyles. Convenience foods are hence gaining popularity amongst the urban population. With attributes like convenient, healthy and instant - Sunfeast Pasta Treat aims to leverage this opportunity and provide the Indian consumers with a product that meets their requirements."

Research conducted by ITC showed that mothers nowadays are looking for newer and innovative evening snack options for their children. Pasta is gaining popularity in the Indian market. Research also indicated that women are aware about Pasta but find the cooking process of Pasta tedious and cumbersome. ITC's Sunfeast Pasta Treat, on the other hand, offers a unique solution for the Indian palates.

The Sunfeast Pasta Treat will be available in four flavours - masala, tomato and cheese, sour cream onion and cheese.

During initial launch phase, Sunfeast Pasta Treat will be available at 28 FoodWorld outlets across Bangalore and will similarly be extended to other leading stores across the city. It will be subsequently launched in key centers across India.

Go to Top

Click for here more MAM Stories

HOME | Free Newsletters | Email Story | Print Story | Comment on Story