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High-Protein Chips and Shakes: ITC's Wellness Push
19 Apr
Summary
- ITC expands health and wellness offerings with protein-rich foods.
- Company aims to make protein products affordable and accessible.
- New launches include high-protein chips and plant-based shakes.
ITC Ltd. is intensifying its focus on the fast-growing health and wellness sector by expanding its portfolio of protein-based foods. This strategic move is driven by rapidly shifting consumer preferences toward healthier options and the company's goal to "democratize nutrition" for Indian consumers.
Leveraging its brands such as Aashirvaad, Right Shift, and the acquired Yoga Bar, ITC is introducing a variety of protein-rich products. Recent innovations include high-protein atta under Aashirvaad and a diverse range of protein bars and snacks from Yoga Bar. The Sunfeast brand has also entered the segment with a breakfast smoothie fortified with 6 grams of protein.
ITC plans to launch further protein-focused items, including high-protein chips and plant-protein shakes, to cater to different consumer needs. The company emphasizes that its R&D capabilities and institutional strengths are key to developing these innovative, healthier food offerings. This expansion is expected to contribute significantly to ITC's future growth in the food business.
