ITC has introduced a Vitamin D–enriched variant of its popular Sunfeast Marie Light biscuits, aiming to address growing concerns around nutrient deficiencies caused by changing lifestyles and reduced sun exposure. The launch begins in Odisha, leveraging the cultural connection with sunlight, with a phased rollout planned across other eastern markets.
The move responds to research highlighting a high prevalence of Vitamin D deficiency in East India, positioning the new variant as a simple, everyday dietary addition that retains the classic taste and lightness of Sunfeast Marie Light.
To support the launch, ITC has released a new television commercial conceptualised by FCB (Omnicom). The film tells a relatable family story, subtly showcasing the addition of Vitamin D while keeping the product’s familiar appeal intact.
Suraj Kathuria, Vice President & Head of Marketing – Biscuits, Foods Division, ITC, said, “Sunfeast Marie Light has always symbolised warmth and positivity. With the Vitamin D variant, we’re enhancing that connection by bringing essential nutrients into a product people enjoy daily. This reflects ITC’s larger vision of ‘Help India Eat Better’ while making healthy choices enjoyable and accessible.”
Sunfeast Marie Light with Vitamin D is now available in Odisha, with distribution set to expand to other eastern markets in the coming months. The launch underscores ITC’s strategy of combining nutritional value with familiar taste, making health-conscious choices a seamless part of everyday life.
