ITC’s Sunfeast Launched "Supermilk"

ITC’s Sunfeast is expanding its biscuit business by launching milk biscuit-“Supermilk” in Tamil Nadu initially.  Currently the state accounts for 40% of the milk biscuit industry. The brand has roped in two celebrity mothers to endorse the biscuit. The celebrities are Simran and Prasanna, feature in two TVCs, encouraging mothers to prefer Sunfeast SuperMilk – the strong milk biscuit for their children.

The both TVCs communicate about the today’s children need for strong milk biscuits to get through the day as adults need strong tea/coffee after a day’s work/chores.

Keeping in mind, Tamilnadu people’s love for ‘strong’ coffee/tea, Sunfeast Supermilk is right choice to address the need for a ‘strong milk biscuit’ for kids. Supermilk contains a more percentage of milk as compared to its previous packs. It also contains ‘Naatu maatu paal’ which has always been trusted by mothers as a wholesome food choice.

Malkist: A New Cracker Biscuit From INBISCO

The biscuit market has got a new player, Malkist, from Inbisco India. Indian biscuit market is estimated to be around Rs.37000 and characterized by stiff competition with few major brands dominated by Brittania, Parle and Sunfeast.

INBISCO India is one of the fast growing food FMCG companies in the country. INIBISCO India, a subsidiary of global food and beverage company, Mayora, based in Indonesia. The company offers highly differentiated brands like KOPIKO - candy made with real coffee extracts, Choki Choki, Go Choco Rollz and Weelz, in the confectionery category, Malkist, Coffee Joy and AttaBix in the biscuits category. INBISCO India also launched Café Blend- a cappuccino with choco granules, and CHAIKO -a candy made with real tea extracts into their markets.

Malkist is a unique, much differentiated cracker, which was created with 7 crunchy layers, and along with toppings like cheese, cappuccino, and chocolate. The company boast about its easy acceptance for its brand from Indian customers, and TVC also highlights its unique proposition as crunchy cracker with variety of toppings.