ITC joins HUL in quest for wealth from health

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We have ample stock of food grains: FM

Mumbai, Jan 9: ITC Foods is planning to launch new energy bars and breakfast cereals, to extend its presence in the processed foods sector, according to informed sources. With this, the FMCG major muscles in on plans by Hindustan Unilever Ltd (HUL), which is also entering new categories in the processed foods sector.

After its health food Sachin FitKit, ITC is planning to introduce another health brand Benne Vita Flaxseed this week. “We will be rolling out our new launch in key metros to start with. Flakseed is a good source of Omega-III fatty acid that reduces cholesterol,” said Ravi Naware, divisional chief executive of ITC Foods.

HUL, meanwhile, is gearing up to launch new health foods by extending its Kissan brand. The new range includes nutrient bars and cereals under the Kissan Amaze Brainfood brand. With this, HUL directly takes on Kellogg’s in India.

To announce its new launch, HUL is currently fine-tuning a high-voltage ad campaign created by Lowe India. “After conducting extensive research for over a year, HUL is now getting ready to introduce its new products,” added sources.

Like Kellog’s, HUL will be harping on the increase in brain power in its ads for Amaze Brainfood with themes like ‘Kaun Banega Kal Ka Abdul Kalam or Narayana Murthy?’ The Kellogg’s ad line reads: Dimaag Chalega Nahin, Daudega.