MAM
Peanut butter meets smart bytes as Nutrica lets AI crunch the nutrition code
MUMBAI: Call it food for thought with a tech twist. Nutrica is tapping artificial intelligence to unpack a daily dilemma in Indian homes: what children want to eat versus what parents want them to eat.
The lifestyle and wellness brand under BN Agritech Limited has rolled out an AI-generated digital film for Nutrica Pro Fitness Peanut Butter, using technology-led storytelling to mirror how children see food and how parents, particularly mothers, assess nutrition. Instead of lofty health claims, the campaign zooms in on familiar, school-day moments where small choices quietly shape lifelong eating habits.
At the heart of the film are two boys, each bringing a different perspective to the table. Taste does the talking, nutrition does the thinking. The story builds towards a shared decision, positioning peanut butter as a rare middle ground that satisfies young palates while ticking parental boxes. The message is clear without being preachy: better nutrition does not have to feel forced or complicated.
Nutrica Pro Fitness Peanut Butter is framed as an easy fit into everyday routines, reinforcing the idea that consistency, not grand gestures, drives healthier habits. According to Nutrica director and business head for FMCG Vertical Sparsh Sachar parents tend to trust products that strike a balance between familiarity and nourishment. The campaign, he noted, reflects the brand’s belief that meaningful lifestyle shifts often begin with small, repeatable steps.
The product is available in two variants, Crunchy and Creamy, and is positioned as a protein-rich snacking option that keeps taste front and centre. Nutrica Peanut Butter is currently available through general trade stores across 14 cities, including Delhi, Mumbai, Pune and Chandigarh, signalling a steady push into urban markets.
The AI-led film is now live across Nutrica’s social media ecosystem, spanning Youtube, Instagram, Facebook and Linkedin. By blending everyday insight with emerging technology, the brand is betting that when nutrition speaks the language of both kids and parents, it is more likely to stick.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
