ITC has entered the ready-to-drink breakfast segment with the launch of Sunfeast Breakfast Smoothie, backed by a digital campaign that blends performance-led storytelling with a sharp focus on convenience and modern consumption habits.
The campaign film sets the tone with stylised visuals of a young woman transforming her morning kitchen routine into a choreographed performance – spinning jars, flying ingredients, and bartender-inspired movements – capturing the energy and pace of a generation that refuses to compromise between nutrition and speed.
The product itself reflects that same balance. Made with banana, milk, almonds, oats, dates, and four super seeds, the smoothie delivers 6g of protein per serving with no added sugar, preservatives, or artificial flavours. Priced at Rs 45 for a 160 ml pack, it is currently available across quick commerce platforms, modern trade, and general trade outlets in metro cities.
Vivek Kookkal, Vice President and Head – Dairy and Beverages, Foods Division, ITC, noted that Gen Z consumers are increasingly seeking breakfast options that are both convenient and genuinely tasty – an insight that drove the innovation behind this launch. He described it as a first-of-its-kind offering designed to address emerging needs within an evolving breakfast category.
The launch arrives at a moment when portable food and beverage formats are seeing strong uptake among urban consumers navigating busy schedules and morning commutes.
With Sunfeast Breakfast Smoothie, ITC is making a confident bid to redefine what breakfast looks – and tastes – like for the on-the-go generation.
