The Hindu Business Line : ITC Foods divn launches 'Sunfeast Milky Magic'

The Managing Director of Tamil Nadu Co-operative Milk Producers' Federation, Mr B.K. Prasad (left), with the Divisional Chief Executive, ITC Foods Division, Mr Ravi Naware, at the launch of `Sunfeast Milky Magic' in Chennai on Wednesday. — Shaju John

Chennai , July 21

ITC Ltd's Foods division, which launched branded milk biscuits in Chennai on Wednesday, will source milk from the Tamil Nadu Cooperative Milk Producers' Federation for making the biscuits.

Mr Ravi Naware, Divisional Chief Executive, ITC Ltd - Foods Division, said the company decided to launch the new product, Sunfeast Milky Magic, in Tamil Nadu as the State accounted for almost 75 per cent of the roughly Rs 200-crore milk biscuit market.

The biscuit market is estimated to be about Rs 5,000 crore with the organised industry accounting for Rs 3,000 crore. It is growing at a rate of 8-10 per cent, year-on-year. The southern region has a 30 per cent share of the national market with Tamil Nadu's share being 12 per cent.

Mr Naware said that Sunfeast Milky Magic will be manufactured in Pondicherry through third-party contract manufacturing. It will be first launched in Chennai and then in a phased manner in other towns in Tamil Nadu. The product is priced at Rs 7 for 100 g and Rs 10 for 150 g.

The Snacks Division of ITC Foods forayed into branded biscuits in July 2003 with Sunfeast range of Glucose, Marie and Cream biscuits.

Mr B.K. Prasad, Special Officer and Managing Director, The Tamil Nadu Co-operative Milk Producers' Federation Ltd, said that the Federation supplies the company with 6 tonnes of whole milk powder and 30 tonnes of skimmed milk powder. The supply will be increased according to the production.

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