ITC expands presence in cakes category with innovative-format

ITC’s Sunfeast, one of the most preferred consumer biscuits brand, is now expanding its footprint in the cakes category with the launch of a new sub-brand, Sunfeast Caker. The brand will have a portfolio of innovative products that will provide premium experiences to consumers at affordable prices, expected to help scale up the category and make snacking a delightful experience, addressing the needs of convenience and indulgence across a wider consumer base.

Sunfeast Caker will launch with three formats including the signature and first in the category, ‘Trinity’, a differentiated product innovation, delivering a refined sensorial experience like-never-before. This triple layered cake has a choco enrobed bottom, choco crème as the middle filling and is topped with a choco drizzle. The second format will be a reimagined choco Swiss Roll, adorned with a choco drizzle, evoking visuals quintessential to a fresh bakery product and the third will be an exciting presentation of Layer Cakes in two variants including Choco & Butterscotch.

Sunfeast had previously forayed into the Rs 2,500+ crore cake segment with the launch of Sunfeast Cakes in 2018. Within two years after leading category growth in the layered cakes segment, with a 22% market share, Sunfeast is now expanding its cakes portfolio with this new offering.

 

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