ITC announced the launch of a new nutrition brand called 'Right Shift', which is targeted at consumers above the age of 40 in next 10 days. This will be a portfolio product which will include snacks, drinks, and meal items.
"The brand is expected to launch in a week or next 10 days and will offer targeted dense nutrition for strength and energy building," announced the chairman and managing director Sanjiv Puri of ITC at a media interaction post-annual general meeting on July 26.
"This is more for strength and energy building, and slowly, we will add more vectors to that portfolio," he added. It is a new space for ITC and Puri plans the portfolio to be expanded over time to "fine tune" and "strengthen it"
He announced that this is a proprietary formulation created at ITC Life Sciences and Technology Center. "There will be a range of them will be coming out of that sooner," he said.
Over the past year too, it launched nearly 100 new products, a lot of which were focused on evolving segments of Health & Nutrition, among others.
ITC first forayed into the healthy food segment in 2019 with the launch of baked chips under Bingo. Since then, the company has launched healthy alternatives to its products across its food brands. It has also bet big on millets and has been expanding its millets portfolio aggressively.
Last year, the company launched over 100 new products focused on Health & Nutrition, Hygiene, Protection & Care, Convenience & On-the-Go, and Indulgence, as per ITC's annual report 2024.
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