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B Natural launches 100% pomegranate juice, not made from concentrates
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Thursday, 04 May, 2017, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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ITC’s Foods Division launched an addition to its B Natural range of fruit beverages – B Natural 100% pomegranate juice. Unlike most other packaged fruit juices available in the market that are made from fruit concentrates, it is made directly from the pulp of 25 hand-picked pomegranates (in each pack), and has no added sugar, colours, preservatives or flavours. The company also revealed that actress Shilpa Shetty Kundra would be the new brand ambassador for the product.
It will be available at all modern format and top-end general trade outlets across top metros initially. It will be available in one-litre pack size only, priced at Rs 199.
ITC forayed into the juice and nectar (premium packaged fruit drink) market, which is worth approximately Rs 2,500 crore, in 2015 with the acquisition of the B Natural brand. In the last two years, it has established itself as the number three player in this market with a market share of 6.9 per cent.
Jamun Joy, with no added sugar, was B Natural’s first differentiated variant in the market, followed by the high-decibel launch of B Natural Punjab-da-Kinnow last summer in Punjab and the National Capital Region (NCR).
Most packaged fruit juices in the market today are made from fruit concentrates which are diluted with water during reconstitution. Thermal treatment of the fruit pulp, by which a concentrate is made, not only affects the eventual taste and flavour of the juice, but may also reduce its nutritive value. B Natural’s 100% Pomegranate Juice provides consumers a more nutritive and natural tasting experience.
Pomegranates are a rich source of vitamins and anti-oxidants making them one of the healthiest fruits to consume. The creation and launch of B Natural 100% Pomegranate Juice is in line with ITC Foods’ vision and commitment towards crafting differentiated offerings in the health and wellness segment.
B Natural 100% Pomegranate Juice is manufactured and packed at a state-of-the-art manufacturing facility in Bengaluru. It is packed in a six-layer Tetra Pak packaging, which helps retain the freshness and taste of the fruit juice, without the need for added preservatives.
Hemant Malik, divisional chief executive, ITC Foods Division, said, “We continue to witness strengthening consumer preferences for healthy, wholesome and nutritious products, and are committed to creating and launching differentiated offers in the health and wellness space across our portfolio.”
“The launch of B Natural 100% Pomegranate Juice is a step in this direction. We are committed to offering genuine value to our customers in terms of both health and taste, and B Natural Pomegranate Juice is another innovative offering that will delight our consumers,” he added.
Shetty Kundra said, “B Natural 100% Pomegranate Juice is a step towards educating people and helping them make a choice towards a healthy lifestyle. Being an advocate of health and fitness myself, I am proud to be associated with a brand like B Natural. I hope consumers enjoy the new offering and B Natural becomes their brand of choice.”
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