ITC Foods has expanded its beverage portfolio with the launch of ‘Sunfeast Breakfast Smoothie’, a ready to drink product designed for consumers looking for convenient breakfast options during busy mornings and on the go routines. The launch marks Sunfeast’s entry into the growing ready to drink breakfast beverage category in India.
The new smoothie range has been developed around changing breakfast consumption habits, where consumers are increasingly opting for portable and quick meal accompaniments that fit into fast paced lifestyles. The product combines ingredients such as banana, milk, almonds, oats, dates and four super seeds in a single ready to consume format.
According to the brand, Sunfeast Breakfast Smoothie contains 6g of protein per serving and is made without added sugar, preservatives or artificial flavours. The product has been positioned as a breakfast accompaniment option for consumers seeking more balanced food and beverage choices as health awareness and demand for cleaner labels continue to rise.
The launch comes amid growing demand for convenience led food formats across urban markets, especially among working professionals, students and consumers managing hectic schedules. The increasing adoption of quick commerce platforms and ready to consume products has also contributed to the expansion of the on the go beverage segment in India.
Alongside the product launch, Sunfeast has released a digital campaign centred on the idea of transforming everyday breakfast moments into engaging experiences. The film features a young woman turning her kitchen into a playful performance setup, using smoothie ingredients and jars in a bartender inspired sequence to highlight the product’s energetic and contemporary positioning.
The campaign focuses on visual storytelling to showcase the smoothie as both convenient and enjoyable, while reflecting changing consumer expectations from packaged food and beverage brands. The creative approach aligns with the growing trend of brands using entertainment driven digital content to connect with younger audiences.
Priced at INR 45 for a 160 ml pack, Sunfeast Breakfast Smoothie is currently available across quick commerce platforms, modern trade stores and general trade outlets in metro cities. The launch further strengthens ITC presence in the packaged foods and ready to consume category as competition intensifies in the health focused beverage segment.
Link to the campaign
Commenting on the launch, Vivek Kookkal, Vice President and Head – Dairy and Beverages, Foods Division, ITC, said, “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.”
