Brands
Zydus Wellness launches Sugar Free D’lite cookies
Mumbai: Zydus Wellness’ Sugar Free, a sweetener brand, has entered the packaged foods segment with Sugar Free D’lite cookies. This launch aims to provide consumers with sugar-free alternatives to satisfy their sweet cravings. To connect with health-conscious individuals, Sugar Free has partnered with Bollywood superstar Shahid Kapoor for promotion.
As a category leader with a 95 percent market share in sweeteners, the brand’s entry into Indian packaged foods follows the success of D’lite cookies in international markets. The new range is available in three flavors: choco chip, yummy berries, and mocha hazelnut. Partnering with Shahid Kapoor, a fitness icon known for his disciplined lifestyle, aligns with the brand’s message of enjoying sweet treats responsibly.
Zydus Wellness CEO Tarun Arora said, “Health consciousness in Indian consumerism is on the rise, and with it, the demand for healthy yet tasty packaged foods. As we script the next phase of our growth story, we are focusing on innovation that help us bridge the gap between taste and health. Our Sugar Free D’lite cookies have been the consumer’s favourite in international markets for a few years, enabling them to balance their desire for fitness and without sacrificing the joy of eating. Now we are focusing on driving this proposition for Indian consumers. Shahid Kapoor strongly reflects our brand’s personality making him a perfect fit, especially among health-conscious consumers, to amplify our message of guilt- free indulgence.”
Kapoor said, “I am very mindful about the brands that I endorse and always ensure that they align with my values. This collaboration is not just about sweetening food, it is about promoting a balanced lifestyle and encouraging everyone to embrace healthier options without sacrificing taste. It is a brand I trust and have used for years. One of my favourite indulgences is Sugar Free D’Lite Choco Chip Cookies – a delectable snack, with no added sugar.”
In his recent Instagram reel, Shahid revealed his preference for healthy food options, such as ‘ghar ka khana’, yet he has a sweet tooth. Elaborating on how he keeps the sugar in check while enjoying all the sweetness, he turns to Sugar Free D’Lite Choco Chip Cookies, which has all the taste and no sugar.
Sugar Free has been at the forefront of revolutionising the way people enjoy sweetness, offering a range of products that may be added to desserts and dishes without the negative effects of added sugar.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
