Industry

ITC creates niche in packaged fruit beverages market

B Natural ropes in Amway to take its new immunity-boosting juices to consumers

In a unique partnership, ITC’s B Natural and Amway India have collaborated to launch the first of its kind B Natural+ range of products. The new B Natural+ range will be available in two popular variants – Orange and Mixed Fruit.

As per the retail conglomerate, B Natural Juices & beverages, which believes in providing fruit nourishment to its consumers, intends to provide the dual benefit of Immunity + Fruit & Fiber to them with the launch of the B Natural+ range.

It may be recalled that ITC recently tied up with Domino’s Pizza and Swiggy to enhance reach to customers’ doorsteps.

Addressing a media conference on Thursday, Hemant Malik, Divisional Chief Executive − Foods Division, ITC Ltd, said, “At ITC, we are committed to developing world-class Indian products that address the needs of the Indian consumer. Given the current health crisis, immunity of the entire family has emerged as a key consumer priority and B Natural proactively spearheaded the endeavour of providing an effective fruit beverage range this summer that could contribute to supporting immunity with a clinically proven ingredient.''

ITC’s innovation engine, Life Sciences and Technology Centre (LSTC), has accelerated its activities during the pandemic and the team –  that has been working on various health and nutrition areas for nearly a decade –has developed a unique, clinically proven immunity-boosting ingredient.

“During these trying times, immunity has emerged as a key focus area. This clinically proven ingredient was tested in a randomized, double-blind placebo controlled clinical study conducted over a period of three months keeping in mind all the guidelines by ICMR and the study is registered in CTRI,'' said the company.

The newly launched B Natural+ range in Orange and Mixed Fruit variants will be available in 1-litre packs at a price point of ₹130 across modern trade formats, general trade stores and e-commerce websites, through ITC’s pan-India distribution network.

Direct marketeer Amway will take the B Natural+ range of products to individual customers across the country through its large army of micro-entrepreneurs. Under this partnership, the companies are expecting to sell health beverages worth ₹20 crore this year, adding a new niche in the country’s ₹2,500 crore packaged fruit juices market.

As per Anshu Budhraja, CEO, Amway India Enterprises, “The partners are in the process of  piloting and testing the grounds and also deploying resources and science-based research to strengthen the model further.”

Currently, given the heightened awareness around immunity, we believe that Amway’s Nutrilite All Plant Protein, known for its immunity property, combined with B Natural+ range is going to offer a better option for strengthening immunity and be a compelling value proposition for the customer, he added.

The article has been edited post publication to rectify factual errors.

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Printable version | Aug 4, 2020 2:33:34 PM | https://www.thehindu.com/business/Industry/itc-creates-niche-in-packaged-fruit-beverages-market/article31693796.ece

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