ITC Foods launches Sunfeast Farmlite Digestive All Good - Feedback

ITC Foods has forayed into digestive biscuit segment to take on rivals Britannia, McVities and Parle with the launch of Sunfeast Farmlite Digestive All Good.

“We wanted to enter the digestive biscuit segment with a product that completely resonates with needs of a health conscious consumer. We believe that Sunfeast Farmlite Digestive All Good satisfies the consumer’s desire of ‘No maida and no added sugar’ in their lifestyle,” said V L Rajesh, CEO – Foods Business at ITC Ltd. Maida, which is milled refined and bleached wheat flour, and sugar constitutes more than 50% by weight in most of the popular digestive brands in India and, hence, there is a huge gap between what the consumers believe and what they are actually eating, ITC said in an statement.

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