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ITC’s Sunfeast Yippee! brand is No. 1 in the country in noodles category
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Thursday, 10 December, 2015, 08 : 00 AM [IST]
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Harcha Bhaskar, Mumbai
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fiogf49gjkf0d fiogf49gjkf0d Though not-so-happy about the development, ITC Ltd, at a recent ‘ITC Foods You Ask We Answer,’ admitted that its instant noodles brand Sunfeast Yippee! moved to the No. 1 position among noodles brands in the country following the recent controversy surrounding rival Maggi noodles.
Spokespersons from the company, shared this information at the event - a meet connecting the company with food bloggers and others, which was organised as part of its reassurance campaign to showcase what goes behind building successful food brands.
Addressing the meet, V L Rajesh, divisional chief executive, foods division, ITC Ltd, stated, “We stood out for impeccable quality during the recent controversy that engulfed many other brands in its category. The Yippee noodles which is in No. 1 position in packaged noodles category sold its 100th million pack recently. It was launched in 2010 and soon gained No. 2 position in India’s organised noodles market.”
He added, “A key differentiator is that the block is round in shape and does not need to be broken while cooking, which makes for really long & slurpy noodles. A special scientific process ensures that the noodles do not form a lump even 30 minutes after cooking. The masala for the noodles is made from dehydrated vegetable and spices.”
Another spokesperson from ITC who was present at the meet, threw light on the controversial topic of presence of MSG (monosodium glutamate) in excess amounts or otherwise in noodles. She said, “MSG is one of many forms of Glutamate, which is naturally present in various foods. There is no test to detect MSG content in any food. The human body can digest naturally occurred Glutamate in food.”
Later, speaking about the other products by the company, Rajesh gave details on Aashirvaad atta. He stated, “In staples, the brand ‘Aashirvaad atta’ is the undisputed market leader in the national branded atta segment, a position it has attained within a short time of entering the segment in May 2002. The company holds 75% in general atta category in India.”
He added, “Available in several variants including 'Aashirvaad Select’ and 'Aashirvaad Multigrain,’ the brand promises the Indian housewife the joy of providing her family with the most delightful home-made rotis, made from the finest quality atta. ITC leverages the sourcing strength of its e-Choupals, an initiative of ITC’s Agri Business, to buy finest quality wheat from the farmers and deliver happiness to the consumer, while empowering the farmer.”
As for the other products, the company forayed into the biscuits market with the launch of Sunfeast in July 2003. Subsequently, Sunfeast expanded its footprint to all segments of the market. Today, it is the leader in cream biscuits category, led by its premium offering, Dark Fantasy.
The company’s foods business is represented in multiple categories in the market – staples, spices, ready-to-eat foods, bakery, confectionery and snack foods, and the recently launched juices. It entered the dairy business category with the launch of Aashirvaad Svasti Ghee.
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