"SUNBEAN", A NEW PLAYER IN INSTANT COFFEE SEGMENT

 At last ITC forayed into instant coffee segment by Introducing, “Sunbean Beaten Caffe” – a ready to use beaten coffee paste that gives you favorite cup of rich, creamy, foamy beaten coffee. ITC claims that the smooth coffee paste dissolves effortlessly in warm milk, giving you that familiar beaten coffee taste.

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I have been curiously watching the market as to who will enter in to instant coffee segment, where there are only two major players i.e Nescafe Sunrise, and BRU, a well established brand in the market from the last two decades. Though, there are other players like TATA’ Coffee and Continental coffee, they could not garner significant share in the instant coffee segment. Well, the ITC’s Sunbean is a beaten coffee paste, which is new to Indian consumers as they are familiar with instant powder. Definitely, one should appreciate ITC’s innovation, but how far Indian consumers will be accepting the new way of coffee with paste. And, I have observed little inconvenience in dissolving the paste in hot milk which can become hurdle that can impact consumer behavior as well. Nevertheless, we have to wait and watch as to how ITC is going to influence consumers with their marketing efforts. Lets enjoy and experience a new of way of coffee making with coffee paste.

MAGGI AND YIPPEE HAS A NEW COMPETITOR: SAFFOLA OODLES

 Parachute brand owner and FMCG major Marico Ltd has announced its entry into the instant noodles segment with the launch of `Saffola Oodles`.  The decision was taken to strengthen its foothold in the healthy, ready-to-cook snacking category. The company claims that Saffola Oodles is a perfect combination of a delicious masala flavour, the goodness of wholegrain oats, and real vegetables and makes for a mouth-watering snack. It seems the company wants to take leverage of established brand of Saffola in ready-to-eat snacking market in India.  It offers variety of products such as kadha mix, Arogyam Chywan Amrut, honey, turmeric milk mix, green coffee and virgin coconut oil under saffola umbrella brand. Saffola oodles is to combat with Nestle’s maggi, which is a major player in the instant noodles category, and also with ITC’s Yippee and Knorr soupy noodles. However, its not easy to garner significant share in this category, and it depends on how Marico is going to communicate with its target market.