Singed by the controversy and negative perception created about packaged foods in general and instant noodles in particular, ITC is planning a campaign to highlight the safety of its products.
“It is not as if all instant noodles are bad.. one unintended consequence of the controversy was that consumers felt that all noodles are bad.” He said adding that the instant noodles market has virtually collapsed. “Our Yipee ! instant noodles are safe and we were growing at 18 to 20 per cent prior to the controversy, despite being a new entrant .. Yipee! passed all tests” he said adding that not only this segment but the entire packaged food segment was suffering.
“We need to assure our consumers” the ITC Chairman said although he declined to disclose the size of the ad budget that was being planned. “Our Yipee noodles stood out .. during the recent controversy that engulfed many brands” he told shareholders earlier, saying that ingredients and raw materials are tested at ITC’s Life Sciences & Technology Centre.
ITC manufactures its products at over 250 owned and outsourced units.