Sunfeast launches a ready-to-drink breakfast smoothie aimed at Gen Z and busy urban consumers seeking convenient and healthier morning options
ITC Foods has expanded its beverage portfolio with the launch of Sunfeast Breakfast Smoothie, a ready-to-drink breakfast beverage aimed at consumers seeking convenient and healthier morning food options.
The new product marks Sunfeast’s entry into India’s emerging on-the-go breakfast category, as changing lifestyles, busy schedules and growing health awareness continue to reshape urban consumption patterns.
Made using banana, milk, almonds, oats, dates and four super seeds, the smoothie has been positioned as a wholesome breakfast accompaniment for consumers looking for portable and quick nutrition solutions. The company said the product contains 6g of protein per serving and has no added sugar, preservatives or artificial flavours.
ITC Targets Convenience-Led Consumption Trends
The launch comes amid rising demand for convenient beverage formats that fit into increasingly fast-paced daily routines, particularly among younger consumers and working professionals.
Commenting on the launch, Vivek Kookkal, Vice President and Head – Dairy and Beverages, Foods Division, ITC said consumer expectations in the breakfast category are evolving rapidly, especially among Gen Z consumers who seek products that combine convenience with taste.
He added that the launch of Sunfeast Breakfast Smoothie reflects ITC Foods’ focus on innovation-led category creation and consumer-first product development.
Digital Campaign Highlights Convenience And Indulgence
To support the launch, the company has unveiled a new digital advertising campaign built around themes of energy, self-expression and convenience.
The campaign film portrays a young woman transforming her kitchen into a performance space, using playful bartender-style visuals and dynamic storytelling to highlight the smoothie’s positioning as a modern breakfast solution.
The ad aims to connect with younger consumers through a contemporary and high-energy narrative centred around enjoyable consumption experiences.
Expanding Presence In Functional Beverage Space
With the launch, ITC Foods is looking to strengthen its presence in the growing functional and convenience beverage segment, which has seen increased traction across metro cities.
The company said the product has been designed around real-life consumption occasions such as morning commutes, hectic work schedules and mid-morning hunger gaps.
Priced at Rs 45 for a 160ml pack, Sunfeast Breakfast Smoothie is currently available across quick commerce platforms, modern retail stores and general trade outlets in metro markets.
The launch also reflects increasing competition among FMCG companies to capture a larger share of India’s evolving breakfast and healthy snacking market through format innovation and better-for-you product offerings.
