Sunfeast enters on-the-go breakfast category with new ready-to-drink smoothie

Mumbai: ITC Foods has expanded the Sunfeast portfolio with the launch of Sunfeast Breakfast Smoothie, a ready-to-drink beverage designed for consumers seeking convenient breakfast options amid increasingly fast-paced lifestyles.

Positioned at the intersection of convenience and indulgence, the product marks Sunfeast's entry into the emerging on-the-go breakfast segment. The smoothie combines familiar ingredients such as banana, milk, almonds, oats, dates, and four super seeds in a portable format aimed at modern consumption habits. The launch comes as breakfast consumption patterns in India continue to evolve, driven by rising health consciousness, packed schedules, and a growing preference for convenient food and beverage options that can fit seamlessly into daily routines. According to the company, the smoothie delivers 6g of protein per serving and contains no added sugar, preservatives, or artificial flavours, aligning with consumer demand for better-for-you products.

Commenting on the launch, Vivek Kookkal, Vice President and Head - Dairy and Beverages, Foods Division, ITC Ltd., said, "Consumer expectations from the breakfast category are evolving rapidly. Today, our consumers especially the Gen Z are seeking products which are convenient and at the same time tasty. This insight led us to a unique innovation-led category development with the launch of Sunfeast Breakfast Smoothie, a differentiated, first-of-its-kind offering that caters to these emerging consumer needs." To support the rollout, the brand has unveiled a digital campaign that positions breakfast as a moment of expression and enjoyment. The film features a young woman transforming her kitchen into a performance stage, using playful bartender-inspired choreography and visual storytelling to highlight the product's convenience and taste credentials.

The campaign seeks to connect with younger consumers who increasingly value both functionality and engaging brand experiences. Through a stylised and energetic narrative, the film reinforces the product's positioning as a modern breakfast companion for busy mornings. With the introduction of Sunfeast Breakfast Smoothie, ITC Foods aims to strengthen its innovation-led approach and tap into growing demand for convenient nutrition solutions. The company has developed the product around everyday consumption occasions such as morning commutes, busy workdays, and mid-morning hunger breaks. https://www.youtube.com/watch?v=4cwZFNy_KXI