Brands
Kangana walks ramp for Birla’s new Liva Creme
MUMBAI: Liva Crème, the new age fabric from the Aditya Birla Group, has been launched by Aditya Birla Group chairman Kumar Mangalam Birla.
Birla stated, “The ecosystem of our LAPF partners has resulted in also placing India on the global map. We are now a preferred sourcing destination of viscose based products. This is truly in the spirit of the ‘Make in India’ initiative of the prime minister”.
“Liva’s end-to-end ecosystem of a high quality product, continuous innovation, the LAPF network and aspiration created by communication and brand engagement is a great case study in consumer focus,” added Birla.
Birla introduced the next innovation – Liva Crème fabric. Embedded in it is the core promise of Liva. Coupled with it are the enhanced features of luxurious fineness and softness. In spawning Liva Crème, he, complimented the LAPF partners who he said have embellished the product with their experience and expertise.
The event was launched amidst a lot of fanfare and glitterati with Bollywood actress and Liva Crème brand ambassador Kangana Ranaut walking the ramp. Liva Crème fabric – a new variant of Liva fabric – offers consumers the luxurious soft feel which is fluid and natural.
The fashion show had modeled exclusive Spring Summer ’17 collections of Allen Solly, Van Heusen Shoppers Stop, Biba and Pantaloons made in Liva Crème fabric.
“Liva Crème fabric has all the attributes of Liva fabric while offering the added benefit of luxurious soft feel. The fabric has found tremendous response from women consumers, as per a research conducted in Mumbai and Delhi. The proposition of luxurious softness has been crafted basis their feedback”, said Pulp & Fibre business director Dilip Gaur.
“Overall, the designer associations with leading brands to create Liva Crème collection, a stunning campaign with Kangana Ranaut and premium point of sale communications will all work towards positioning Liva Crème as a premium brand in the minds of consumers,” added Birla Cellulose CMO Rajeev Gopal.
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
