ITC's Foods Division launches Sunfeast range of biscuits in Ahmedabad

Company press release, Spetember 11, 2003

Ahmedabad

ITC Limited - Foods Division today announced the launch of the "Sunfeast" range of high quality and great tasting biscuits with offerings in Glucose, Marie and Cream segments. Speaking on the occasion, Mr. Karunesh Bajaj, Branch Manager, ITC Limited, Ahmedabad said, "The launch of "Sunfeast" marks ITC Foods entry into the branded biscuit market with a range of offerings in both basic and value added segments."

"Sunfeast", with the Brand Essence "Spread the Smile" connotes happiness, contentment, satisfaction and pleasure one would derive from great tasting and high quality biscuits. The brand positioning and imagery is reinforced by the Sun mascot conveying the emotional and gratifying aspects of the product.

"The latest offering from ITC Foods is in tune with the company's strategic direction to develop new product lines by synergising its proven competencies. We believe that our understanding of the Indian consumer is reflected in the increasing confidence in the "ITC" brand and more importantly the trust that Indian consumers are reposing in all our products" added Mr. Bajaj.

"Sunfeast Biscuits" - Initial Offerings

Sunfeast Glucose Biscuits deliver the Natural Goodness of Wheat and is available in 100 gms, and 19 gms priced at Rs. 4 /-, and Re 1/- respectively targeting children between the age group 4 - 14 years and their mothers.

Sunfeast Orange Marie - a very differentiated offering is available in 200 gms, priced at Rs. 12/- and "Sunfeast Marie (Regular)" - Light & Crispy, available in 200 gms priced at Rs. 12/-. Targeting housewives and families

Sunfeast Orange Cream, Sunfeast Butterscotch Cream & Sunfeast Bourbon Cream - Smooth & Yummy Cream Biscuits, available in 100gms, priced at Rs. 10/- each. Targeting children between the age group 4 - 14 years

ITC Limited - Foods Division, being in the forefront of product innovation has introduced two new flavours Orange Marie and Butterscotch Cream Biscuits after 12 months of product research and development and extensive sampling across 14,000 consumers across all POP group nationally. Orange Marie and Butterscotch Cream Biscuits are being launched for the first time in the Indian market. The entire range of "Sunfeast Biscuits" will be packed in vibrant colours, distinctive graphics and fonts identifying sub categories and at the same time, maintaining a consistent look of the umbrella brand "Sunfeast".

The brand will be supported with Television campaigns across National and Vernacular media beginning August 2003 - which would be distinct, highlighting the product attributes, quality and the new - first time in the market offerings from Sunfeast. During the launch phase, Consumer promotions will be conducted across retail outlets - for every purchase of 100gms and 75gms of Sunfeast Glucose Biscuits, one from series of 10 Tenali Raman and Akbar Birbal comics FREE and for every purchase of Sunfeast Marie & Sunfeast Cream Biscuits 75gms of Glucose Biscuits FREE. In addition to this, a national consumer promotion will be conducted spanning for a period of 2 months across one million outlets, with over 3000 prizes to be won.

About ITC Foods

The "Foods Division" is the most recent diversification of ITC Group. ITC's decision to enter the foods business is part of a strategic decision to develop new product lines by synergising its core competencies in building brands, understanding the Indian consumer and strong distribution network as well as its established culinary expertise. ITC Foods markets the ready-to-eat category with its flagship brand "Kitchens of India" and now "Aashirvaad ReadyMeals". Apart from this, ITC Foods also markets "Minto" - targeting the adult confectionery market & "Candyman" - targeting the children's sweets segment. Under the Aashirvaad brand, ITC has already established Atta and salt. All these products have been received very well by the consumers.

For further information, please contact:

Priyank Talati

Vaishnavi Corporate Communications

Phone: +91 6442128 / 6441517

Mobile: +91 9824352113

Email: Priyank@vccpl.com