ITC’s Foods Division announced the launch of another unique offering from its B Naturalrange of fruit beverages – B Natural 100% Pomegranate Juice. Unlike most other packaged fruit juices available in the market that are made from ‘fruit concentrates’, B Natural 100% Pomegranate Juice is made directly from thepulp of 25 hand-picked pomegranate fruits (in each pack), and has no added sugar, color, preservatives or flavor.ITC also revealed health and fitness diva Shilpa Shetty Kundra as the new brand ambassador for B Natural Juices and Beverages.
ITC forayed into the ~Rs 2500 cr. Juices and Nectars (premium packaged fruit drinks) market in 2015 with the acquisition of the B Natural brand. In 2 years, B Natural has established itself as the clear No.3 player in this market with a 6.9% market share. Jamun Joy, with no added sugar was B Natural’s first differentiated variant in the market, followed by the high-decibel launch of B Natural Punjab-da-Kinnow last summer in Punjab and the NCR. With the launch of B Natural 100% Pomegranate Juice, and the on-boarding of Shilpa Shetty as brand ambassador, ITC is clearly upping the ante on B Natural.
Most packaged fruit juices in the market today are made from fruit concentrates which are diluted with water during re-constitution. Thermal treatment of the fruit pulp, by which a concentrate is made, not only affects the eventual taste and flavor of the juice, but may also reduce its nutritive value. B Natural’s 100% Pomegranate Juice however, is made directly from fruit pulp and not from concentrates, thus providing consumers a more nutritive and natural tasting experience.
Pomegranates are a rich source of vitamins and anti-oxidants making them one of the healthiest fruits to consume. The creation and launch of B Natural 100% Pomegranate Juice – ‘Pure fruit juice, No concentrate’ is in line with ITC Foods’ vision and commitment towards crafting differentiated offerings in the health and wellness segment.
B Natural 100% Pomegranate Juice is manufactured and packed at a state-of-the-art manufacturing facility in Bengaluru. It is packed in a six-layer Tetra Pak packaging, which helps retain the freshness and taste of the fruit juice, without the need for added preservatives.
Mr. Hemant Malik, Divisional Chief Executive, ITC Foods Division, said, “We continue to witness strengthening consumer preferences for healthy, wholesome and nutritious products, and are committed to creating and launching differentiated offers in the health and wellness space across our portfolio. The launch of B Natural 100% Pomegranate Juice is a step in this direction. We are committed to offering genuine value to our customers in terms of both health and taste and B Natural Pomegranate Juice is another innovative offering that will delight our consumers.”
Ms. Shilpa Shetty Kundra, Actress and Wellness Enthusiast, said – “B Natural 100% Pomegranate Juice is a step towards educating people and helping them make a choice towards a healthy lifestyle. Being an advocate to health and fitness myself, I am proud to be associated with a brand like B Natural. I hope consumers enjoy the new offering and B Natural becomes their brand of choice.” B Natural 100% Pomegranate Juice will be available selectively at all modern format and top-end general trade outlets across top metros initially. It will be available in 1 L pack size only, priced at Rs. 199.