ITC has expanded its confectionery portfolio with the launch of Ultra Mintz, a premium sugar-free mint aimed at the adult consumer segment. The product is available in two variants, Strong Peppermint and Sensational Strawberry, and is priced at Rs 150.
Speaking on the launch, Subash Balar, Vice President and Business Head – Chocolates, Coffee and Confectionery & NCD, Foods Division, ITC, pointed to a rising appetite among consumers for premium adult confectionery that blends convenience, quality, and an elevated product experience. He noted that Ultra Mintz has been crafted specifically to tap into this opportunity, packing world-class quality mints into a pocketable, easy-to-carry format designed to deliver a more refined experience than conventional mints on the market.
Balar added that the launch is reflective of ITC’s broader strategy of pushing into high-growth categories and developing products that keep pace with shifting consumer lifestyles, particularly among urban, quality-conscious buyers looking for everyday indulgences that feel a notch above the ordinary.
Ultra Mintz is currently being rolled out across leading quick-commerce platforms, making it readily accessible to digitally savvy shoppers, alongside a presence in select retail stores to ensure wider offline visibility. The move signals ITC’s continued push to diversify beyond its traditional confectionery offerings and stake a claim in the premium, adult-focused mint segment, a space that has seen growing competition as more players target consumers seeking elevated, on-the-go snacking and freshness solutions.
