ITC’s Foods Division Launches Sunfeast YiPPee!

ITC’s Foods Division launches Sunfeast YiPPee! Power Up – Atta Noodles with Vegetable Infusions in Each Strand


by Suman Gupta

India, 6th April 2017:  ITC’s Foods Division announced the launch of Power Up Masala, the Atta noodles variant of Sunfeast YiPPee! Made with Aashirvaad Atta as one of its ingredients, YiPPee! Power Up Noodles is filled with the goodness of vegetable infusions in every noodle strand. It retains YiPPee!’s unique round block and the pleasure of delicious, long and slurpy Noodle strands. Power Up aims to provide a fresh and exciting choice to today’s discerning consumer. The product will be available at modern and general trade outlets across India in convenient pack size of 70 grams priced at Rs. 15. Family Pack Size of 4x70 grams priced at Rs 55 will also be available in select outlets.
Speaking on the occasion, Mr. Hemant Malik, Divisional Chief Executive of ITC’s Foods Division said, “At ITC, we take pride in building world class products which are powered by years of extensive research and conform to high standards of quality and safety. With Sunfeast YiPPee! Power Up Atta Noodles, we have endeavoured to offer a differentiated product woven along with a fun element. Sunfeast YiPPee! Power Up Atta Noodles is made using whole wheat Atta as one of its ingredients and has vegetable additions in every strand – a delightful snack for a jam-packed day.”

YiPPee! Noodles are tested at ITC’s state of the art NABL-certified Life Sciences and Technology Centre (LSTC) and at Food Safety and Standards Authority of India (FSSAI) -approved NABL-accredited external laboratories.

About ITC Foods: ITC's branded packaged foods business is one of the fastest growing foods businesses in India, driven by the market standing and consumer franchise of its popular brands - Aashirvaad, Sunfeast, Bingo!, Yippee!, Kitchens of India, B Natural, Mint-o, Candyman and GumOn. The Foods business is today represented in multiple categories in the market - Staples, Spices, Ready-to-Eat, Snack Foods, Bakery & Confectionery and the newly introduced Juices & Beverages.

ITC's Foods brands delight millions of households with a wide range of differentiated, value-added products developed by leveraging ITC's in-house R&D capabilities, deep consumer understanding, knowledge of preferred Indian tastes, agri-sourcing & packaging strengths, and a robust distribution network.

ITC's uncompromising commitment to its consumers ensures adherence to high levels of quality, safety and hygiene standards in manufacturing processes and in the supply chain. All ITC-owned manufacturing units are Hazard Analysis and Critical Control Point (HACCP) certified. The quality performance of all manufacturing units is monitored continuously online. Going beyond process control, ITC ensures that quality standards are scrupulously adhered to while choosing ingredients that go into the preparation of its food products.The business continues to invest in every aspect of manufacturing, distribution and marketing to ensure that it can leverage emerging opportunities and fulfill its aspiration of being the most trusted provider of branded packaged foods in the country. ITC's Foods business also exports its products to the key geographies of North America, Africa, Middle East and Australia.

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