Brands
Milk meets muscle as Sunfeast Supermilk joins Jallikattu festivities
MUMBAI: When tradition charges ahead, brands follow and this Pongal, Sunfeast Supermilk chose to run with the bulls. Drawing from the deep cultural roots shared by Jallikattu and Naatu Maatu Paal (native cow’s milk), Sunfeast Supermilk marked the iconic Tamil festival with a large-scale on-ground activation at Palamedu, the epicentre of the annual bull sport. The initiative unfolded amid footfalls crossing one lakh visitors, turning the celebration into a meeting point of heritage, families and festivity.
At the heart of the action was the brand’s Naatu Maatu Paal zone, designed as a space for physical play, interactive games and community engagement. Beyond the energy of the arena, the activation encouraged visitors, especially children to discover more about Tamil Nadu’s native cow breeds and their cultural importance, blending tradition with digital-first storytelling.
Adding a social-media-friendly flourish, a photo booth featuring life-sized visuals of brand ambassadors Sneha and Simran drew families eager to capture keepsakes from the celebrations, while reinforcing the familiar faces associated with the brand.
Speaking on the initiative, ITC Ltd vice president for (marketing) biscuits and foods division Suraj Kathuria said the activation reflected a shift from product-first messaging to culturally grounded experiences. By linking the purity of native cow’s milk with the legacy of Jallikattu, the brand aimed to underline values long associated with childhood nutrition in Tamil Nadu.
The on-ground buzz was further amplified online, with influencer Sowmya Sathyaraj visiting the venue with her family and sharing moments from the festivities across social platforms, extending the reach of the celebration beyond Palamedu.
As Pongal continues to blend age-old customs with contemporary expression, Sunfeast Supermilk’s Jallikattu presence showed how heritage-led storytelling, when rooted in place and people can still strike a modern chord.
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.
