ITC enters premium sugar-free mint segment with Ultra Mintz

MUMBAI: ITC is looking to freshen up the confectionery aisle, one mint at a time. The FMCG major has entered the premium sugar-free mint category with the launch of Ultra Mintz, marking its latest push into India’s fast-growing premium confectionery market. The move expands ITC’s presence beyond traditional candies and gums as consumers increasingly gravitate towards convenient, on-the-go refreshment products.

Available in two variants, Strong Peppermint and Sensational Strawberry Ultra Mintz has been positioned as a pocket-sized companion for consumers seeking a long-lasting mint experience wrapped in a contemporary format.

The launch comes as confectionery companies look beyond mass-market offerings and tap into growing demand for premium, adult-focused products that combine convenience with elevated experiences.

According to ITC, Ultra Mintz has been developed to align with evolving consumer lifestyles, where portability, flavour variety and product experience are becoming as important as functionality.

“We are witnessing growing demand for premium adult confectionery that combines convenience, quality and great product experience,” said Subash Balar, Vice President and Business Head, Chocolates, Coffee and Confectionery & NCD, Foods Division, ITC Ltd.

Balar noted that the product brings together world-class quality mints in a compact, easy-to-carry format, while also reflecting the company’s broader strategy of expanding into high-growth categories and premium consumption spaces.

The launch follows ITC Foods’ recent expansion into the ready-to-drink breakfast category with Sunfeast Breakfast Smoothie, signalling the company’s continued focus on widening its portfolio across emerging consumer segments.

Priced at Rs 150, Ultra Mintz is currently available through leading quick-commerce platforms and selected retail outlets. With premiumisation continuing to shape buying behaviour across food and beverage categories, ITC appears to be betting that consumers are willing to pay a little extra for a fresher, more sophisticated mint experience.

For a category long dominated by impulse purchases, the battle for consumer attention may now come down to who leaves the most lasting impression and the freshest one.