ITC launches ‘Sunfeast All Rounder’, India’s thin potato biscuits

ITC’s Sunfeast, one of India’s most preferred brands in biscuits and cakes, has introduced another new-to-market biscuit experience with the launch of Sunfeast All-Rounder. Sunfeast All Rounder is an exciting new potato biscuit that is masala sprinkled, crunchy, and one of the thinnest biscuits ever manufactured in India. According to ITC, the delightful inclusion of potato in the base promises a revolutionary new experience in the Rs 6,000 crore cracker biscuits category.

Sunfeast All Rounder is an innovative new offering that seeks to disrupt the cracker biscuits category. Consumer insights reveal that homemakers and category consumers instinctively draw tangy and masala flavors to snack on. Hence, cracker biscuits enjoy a preference amongst this consumer segment for everyday consumption. Sunfeast All Rounder’s thin potato biscuits make for a light and all-time crunchy snack, while the potato in the base creates a unique texture for the biscuit. The masala sprinkled on top offers consumers a strong aroma and chatpata taste that lingers long after every bite.

Elaborating on the launch, Ali Harris Shere, chief operating officer, Biscuits and Cakes Cluster, Foods Division, ITC, said, “Building on our pedigree for disruptive innovation as evidenced by the success of our portfolio of differentiated offerings including Dark Fantasy, Farmlite Nuts and Veda Digestive, Sunfeast Caker and many others, Sunfeast All Rounder aims to offer consumers a differentiated premium offering in a cracker format. With the launch of Sunfeast All Rounder, we want to redefine the consumer experience within biscuits & particularly the cracker segment and craft a success story that reinforces Sunfeast as a champion of innovation in biscuits & cakes.’’ With crackers constituting a large segment in the biscuit category, we believe it is an opportune time to strengthen our portfolio and provide consumers with trendsetting and delightful offerings.

Sunfeast’s latest offering will come in SKUs of 32.9 gms and 75gms for Rs 10 and Rs 20, respectively. Sunfeast All Rounder will be available first in South India, West Bengal and North East markets through ITCstore.in, General trade outlets and Modern trade outlets.