National, May 2019.
ITC’s Foods Division announced the launch of yet another disruptive product offering from its B Natural range of fruit beverages – the country’s first premium fruit beverages in Aseptic PET bottles with no added preservatives. Last year, the brand had made a paradigm shift in the way their fruit juices and beverages are manufactured. B Natural’s entire range is “not made from imported concentrates” but with Indian fruits sourced only from Indian farmers.
Keeping in line with its commitment towards crafting differentiated offerings in this category the brand has rolled out India’s first packaged ‘Premium Fruit Beverages’ in an environment friendly recyclable Aseptic PET Bottles with no added preservatives. Mr. Sanjay Singal, Chief Operating Officer – Dairy and Beverages, ITC Limited and brand ambassador Ms. Shilpa Shetty Kundra unveiled the new products at the launch event.
The launch range will comprise of three variants which cater to the Indian consumer palette – Himalayan Mixed Fruit, Ratnagiri Alphonso and Dakshin Pink Guava which are made with fruits that are procured from the pristine orchards of Himalayas, Ratnagiri and Dakshin Karnataka. The range will be available across major Modern Trade and General Trade stores across the country.
Speaking at the launch, Mr. Sanjay Singal, Chief Operating Officer – Dairy and Beverages, ITC Limited said, “This product range is unique and unlike any of the offerings currently available in the packaged fruit beverages aisle. With consumers becoming more health aware they want to know what goes inside packaged products. In line with B Natural’s ethos we are launching today a range of fruit beverages made from the best of Premium Indian Fruits, packaged using the most modern and safe beverage technology of aseptic PET which ensures that the beverage is made without any preservatives. . At ITC B Natural, we always take pride that our entire range is not made from imported concentrates but with 100% Indian fruits sourced only from our very own Indian farmers.
Ms. Shilpa Shetty Kundra, Actress and Wellness Enthusiast, said,” I am very happy with the way B Natural has been committedly working towards reshaping the fruit juice consumption experience for Indian consumers. Every launch is a natural progression from the former, helping consumers make better lifestyle choices. As mothers, always wanting the best for our families we are in constant search of brands that we can trust. This definitely is a positive step for everyone who is conscious of their contribution towards the self and Indian farmers”
B Natural’s fruit beverages are made with fruits directly sourced from the Indian farmers, thereby empowering the Indian agrarian economy. Strengthening the brand’s commitment to positively impact the India fruit circular economy, the transparent Aseptic PET Bottles range is made from superior quality food plastic which is fully compatible with the recycling infrastructure.
The three variants would be available at general trade, modern trade and outlets leading e-commerce platforms in the launch markets.