ITC Foods has launched its first millet cookies under the Sunfeast Farmlite brand, in line with its core purpose of promoting better eating habits in India.
Millets have gained recognition from experts as the food of the future, not only for being climate-smart crops but also as superfoods backed by scientific research. Earlier this year, ITC Foods launched “ITC Mission Millet,” a dedicated initiative powered by a strategic three-pillar model to develop a portfolio of “good-for-you” products, promote sustainable farming systems, and enhance consumer awareness of the benefits of millets.
The introduction of Sunfeast Farmlite Super Millets Cookies coincides with the ITC Mission Millet program. These millet cookies, available in two flavors – Multi Millet and Choco-chip Multi Millet, are crafted from a mix of millets, such as ragi and jowar (sorghum), and do not contain any added maida.
Notably, these cookies provide essential nutrients such as iron, protein, and fiber. The Choco-chip Multi Millets variant, in particular, offers an added element of indulgence with the inclusion of choco-chips. Both variants have skillfully balanced taste and nutrition, making them an excellent snacking choice for consumers.
Commenting on the launch, Ali Harris Shere, COO, Biscuits and Cakes Cluster, ITC Foods Division said, “At ITC, we are committed to provide our consumers with nutritious and sustainable food choices. With Mission Millet, we have embarked on a journey to build a culture of millet consumption through an exciting range of ‘good for you’ product portfolio. The new millet cookies are an integral step towards that mission. With the goodness of millets and the unique flavours at the centre stage, we are sure that our consumers will enjoy this new range of biscuits. We believe that these millet cookies will not only satisfy the taste buds of our consumers but also have nutrients like protein and iron.”
ITC Foods has already introduced several millet-based products like Aashirvaad multi-millet mix, Aashirvaad ragi flour, and Aashirvaad gluten-free flour. Looking ahead, ITC Foods aims to broaden its millet-based product line by introducing a variety of delicious and nutritious options across numerous segments.
Sunfeast Farmlite Super Millets Cookies, available in both Multi Millet and Choco-chip Multi Millet variants, are packaged in 75g packs and priced at INR 50 per pack. These cookies are currently sold in retail stores located in major cities such as Mumbai, Pune, Ahmedabad, Delhi-NCR, Kolkata, Chennai, Coimbatore, Hyderabad, Bangalore, and Kerala. Furthermore, the product is expected to be available on various e-commerce and quick commerce platforms in the near future.