Mumbai: Being at the forefront of delivering high-quality products to consumers, ITC Sunfeast announced the launch of its new product, ‘Sunfeast Supermilk’ biscuits, in Tamil Nadu (TN). TN currently contributes to around 40 per cent of the milk biscuit industry, and Sunfeast is making a strategic foray into this segment to leverage the large business opportunity.
For the launch of Sunfeast Supermilk, the brand has for the first time roped in two celebrity mothers to endorse the biscuit. The two mega South Indian celebrities—Simran Bagga and Sneha Prasanna—will feature in two TVCs, encouraging mothers to choose Sunfeast SuperMilk – the Strong Milk Biscuit, for their children. The TVC featuring Bagga puts focus on the hectic routine followed by today’s kids and their need for a strong milk biscuit, just like a father’s need for a strong coffee after a tiresome day of work. The TVC featuring Prasanna moves the action outdoors to a friendly football session where a playful group of kids demand a strong milk biscuit in response to their coach’s need for a strong tea post-match. Both the TVCs depict how today’s multitasking children need strong milk biscuits to get through the day just like adults need strong tea/coffee after gruelling work/chores. The TVCs are conceptualised by Mind Your Language, based in Chennai.
Given the love for ‘strong’ coffee/tea among the people of Tamil Nadu, Supermilk is an insightful approach to addressing the need for a ‘strong milk biscuit’ option for kids. Supermilk contains a higher proportion of milk compared to its previous packs. It also contains naatu maatu paal, which has always been trusted by mothers as a wholesome food choice. Supermilk further includes four key nutrients—vitamin A, vitamin B12, iron, and zinc—that are known to support immunity. The product will be available at all retail and general stores in Tamil Nadu at the price points of Rs 5 and Rs 10, with the brand offering a higher value for consumers at Rs 10 with a 20 per cent extra promotion on select products for a limited period of time.
ITC COO of foods division (biscuits and cakes cluster) Ali Harris Shere said, “Sunfeast has been a trusted brand in TN, delivering a wide range of offerings that cater to the preferences of every member of the household. The love and support we have received over the past two decades has encouraged us to embark on this extensive mission to carefully craft a product that is uniquely representative of TN—the all-new Sunfeast Supermilk. It contains naatu maatu paal, which is the preferred choice of TN mothers. It also contains more milk than its previous packs. And just like the strong tea/coffee preferred by adults in TN, we now have a strong milk biscuit for kids in the form of Supermilk.”
Leave a Reply