ITC's B-Natural to foray into vegetable juice category in a month

ITC Foods Division is going to launch products in the vegetable juice category in a month's time, said Sanjay Singal, Chief Operating Officer-Dairy and Beverages, ITC Foods Ltd.

"We are going to launch vegetable juices in a month without any sugar added to it. Today we are announcing launch of fruit juices in PET bottles," Singal told Moneycontrol.

At a press meet held in Mumbai, ITC Foods launched the premium fruits beverages in Aseptic PET bottles with no added preservatives.

"B-Natural's entire range is not made from imported concentrates but with Indian fruits sourced only from Indian farmers," said Singal.

ITC's brand ambassador Shilpa Shetty Kundra unveiled the new products at the launch event.

The launch range will comprise three variants-Himalayan Mixed Fruit, Ratnagiri Alphonso and Dakshin Pink Guava.

PET bottles of all the three flavours will be available in 750 ml and 300 ml bottles. The Himalayan Mixed Fruit and Dakshin Guava's 750 ml will be priced at Rs 99 while the 300 ml will be priced at Rs 40. Similarly, 750 ml Ratnagiri Alphonso will be available for Rs 110 and 300 ml at Rs 45.

The range will be available across major modern trade and general stores and e-commerce platforms.

ITC's branded packages foods business is a fastest growing business in India driven by the market standing and consumer franchise of its popular brands- Aashirvaad, Bingo!, Sunfeast, Fabelle, Sunbean, Yippee!, Kitchens of India, B Natural, ITC Master Chef, among others.