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ITC to promote pasta with nutrition lessons in schools

07-March-2005
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ITC to promote pasta with nutrition lessons in schools

If you think that anything other than Indian food is junk, it's certainly not the case. This is the lesson that ITC Foods want to teach young children in schools.

After entering the pasta segment, ITC Foods has taken up a campaign, wherein the officials will be sampling the newly launched "Sunfeast Pasta Treat" with the school children to gauge their likes and dislikes. "There is a great interest being built up on Italian food and we want to provide children with healthy pasta with Indian flavour options," said Ravi Naware, Divisional Chief Executive, ITC Limited-Foods Business. This is not it. The company is also planning a line up of contests to build excitement around the product.

Asked if there is a notion among people that pasta is considered as junk, Naware denied it saying that there is no such feeling among the Indian consumers. "We came out with this product after extensive research and found that most housewives are looking for healthier options of food for their children," he said, adding, "Most women are aware of pasta but find the cooking process tedious and cumbersome, which is why we have come out with this offer." ITC's pasta treat is made from Duram Hi-Protein Wheat and contains no maida. The company claims that this is what makes it healthy snack.

Interestingly, the company has added the local touch to the Italian cuisine to make it more palatable for Indians. For the Italian food loyalists, there is an option of Cheese, Sour Cream Onion and Tomato and Cheese whereas for those who enjoy the 'Indianised pasta' there is always the Masala option available.

On the mass media campaign, the company has lined up a television commercial when it goes in for a nationwide launch. Naware said, "As of now we have launched the product only in Bangalore and are looking forward to launch the product in other metros too in a couple of months." The media approach is to break the television commercial once the launch happens nationwide. "The TVC made by FCB Ulka will hit in some time. Meanwhile, localised media like print, radio and outdoors are being targeted for the city-specific launches," he added.

The packaging is health-centric, highlighting the health proposition of Durum Wheat, with distinctive graphics and descriptions. "At the same time we are maintaining the consistent look of the umbrella brand Sunfeast," he said.

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