Sunfeast Farmlite Unveils Sugar-Free Cookie Range for Health-Conscious Consumers
In a significant move within India's evolving snacking landscape, ITC Limited has launched a new sugar-free cookie range under its Sunfeast Farmlite brand. This initiative reflects a broader trend where consumers are not eliminating snacks entirely but seeking healthier alternatives that maintain indulgence. The launch is part of ITC's "Help India Eat Better" campaign, focusing on making mindful eating more accessible and enjoyable.
New Variants: Choco Nut and Hazelnut & Oats
The sugar-free cookies come in two initial variants: Choco Nut and Hazelnut & Oats. Both are designed to offer a rich, indulgent experience without the typical health concerns associated with sugary snacks. Key features include being a source of protein, containing no trans-fat, and the Hazelnut & Oats variant being lactose-free. This approach aims to cater to the growing demand for better-for-you options that do not sacrifice taste.
Focus on Taste and Texture
Suraj Kathuria, Vice President (Marketing), Biscuits at ITC, emphasized that the goal is to make mindful snacking feel satisfying rather than restrictive. The brand frames "better-for-you" as an enhancement, not a compromise, allowing consumers to enjoy snacks guilt-free. Shantanu Das, Head of Food Sciences at ITC, highlighted the food science behind the product, noting that development focused on replicating the texture and bite of traditional cookies while eliminating sugar. This ensures a seamless experience where consumers may not notice the difference.
Packaging and Availability
The cookies are packaged in single-serve, 100g packs priced at ₹100, designed to preserve texture and encourage everyday snacking rather than occasional indulgence. They are already available on quick-commerce platforms such as Blinkit, Swiggy Instamart, and Zepto, making them easily accessible to urban consumers seeking convenient, healthy options.
Market Context and Consumer Trends
This launch represents a subtle recalibration in the snacking industry, aligning with shifting consumer preferences towards reduced sugar intake without forgoing pleasure. It addresses the mid-snack moment where individuals aim to make healthier choices while still enjoying their food. As India's snack market continues to grow, innovations like these highlight a quiet but impactful shift towards balanced, guilt-free eating habits.
