Introduces a first-of-its-kind ready-to-drink breakfast smoothie crafted for India’s evolving
on-the-go lifestyles
Ad film Link: https://www.youtube.com/watch?v=4cwZFNy_KXI
National, 25 th May, 2026: Reinforcing its focus on category innovation and evolving consumer needs,
ITC Foods has announced the launch of Sunfeast Breakfast Smoothie, a ready-to-drink beverage for
today’s fast-paced lifestyle. Positioned at the intersection of consumer need spaces such as
convenience and indulgence, the new launch marks Sunfeast’s entry into the emerging on-the-go
segment with a differentiated format that combines familiar kitchen ingredients with modern
consumption habits.
Made with Banana, Milk, Almonds, Oats, Dates and 4 Super Seeds, the new Sunfeast Breakfast
Smoothie addresses a growing consumer need for quick, wholesome and enjoyable breakfast
accompaniment. The product provides 6g of protein per serving, with no
added sugar, preservatives or artificial flavours, aligning with the increasing
preference for better-for-you food and beverage choices.
The launch comes at a time when breakfast consumption habits in India are
rapidly evolving. Rising health awareness, busy schedules and rushed
mornings are driving consumers towards convenient, portable beverage
formats that fit seamlessly into everyday routines.
Commenting on the launch, Mr. Vivek Kookkal, Vice President and Head –
Dairy and Beverages, Foods Division, ITC Ltd., said, “Consumer expectations
from the breakfast category are evolving rapidly. Today, our consumers
especially the Gen Z are seeking products which are convenient and at the
same time tasty. This insight led us to a unique innovation-led category
development with the launch of Sunfeast Breakfast Smoothie, a
differentiated, first-of-its-kind offering that caters to these emerging
consumer needs.”
In support of the launch, the brand has also unveiled a new digital film that reimagines breakfast
accompaniment as a moment of expression, energy and delight. Built on the insight that consumers
today seek not just convenience but engaging experiences, the campaign brings alive the product
proposition through a stylized, high-energy narrative.
The film follows a young woman transforming her kitchen into a performance stage, where a simple
sip of the smoothie evolves into a playful, bartender-style act with spinning jars and flying
ingredients. The visual storytelling mirrors the essence of the product, which delivers great taste and
convenience in an exciting and contemporary format.
With Sunfeast Breakfast Smoothie, ITC Foods aims to lead this evolving category through format
innovation and consumer-first product design. Built around real consumption moments such as
morning commutes, busy workdays and mid-morning hunger gaps, the product has been developed
to offer a practical and enjoyable breakfast accompaniment for modern consumers. Priced at INR 45
for a 160ml pack, Sunfeast Breakfast Smoothie is now available across quick commerce platforms,
modern trade and general trade outlet across metro cities.
