ITC Foods launches Sunfeast breakfast smoothie for busy Indian consumers

MUMBAI – Breakfast just got a shake-up. ITC Foods has introduced Sunfeast Breakfast Smoothie, stepping into India’s growing ready-to-drink breakfast segment with a product aimed squarely at consumers juggling packed schedules and rushed mornings.

The new beverage combines banana, milk, almonds, oats, dates and four super seeds in a portable format designed for quick consumption on the move. With 6g of protein per serving and no added sugar, preservatives or artificial flavours, the smoothie reflects a broader shift towards healthier and more convenient food choices among urban consumers.

The launch highlights how breakfast habits in India are changing rapidly, especially among younger consumers looking for easy, filling and travel-friendly options that fit around work, study and commuting routines.

Speaking about the launch, ITC Ltd. vice president and head – dairy and beverages, foods division, Vivek Kookkal 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.”

To support the launch, the company has also rolled out a digital campaign that adds a dash of theatre to the breakfast table. The film follows a young woman turning her kitchen into a lively performance space, complete with spinning jars and flying ingredients, as she enjoys the smoothie in a playful bartender-style sequence.

The campaign leans into the idea that breakfast today is not just about convenience, but also about creating enjoyable everyday moments. The energetic visual treatment mirrors the product’s positioning as both practical and fun.

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 cities.

With this launch, ITC Foods is betting that India’s increasingly time-starved consumers are ready to sip their breakfasts instead of sitting down for them.