In line with its plans to grab a 20-25 per cent share of the Marie biscuits market in the next two years, ITC's foods division has re-launched Sunfeast Marie as Marie Light.
It has also launched a new advertising campaign to drive home the message that this Marie is healthier as it contains wheat fibre and more milk compared to the other versions, which are made of maida.
In the Tamil and Hindi versions of the ad campaign, the brand is endorsed by actress Sneha.
Mr Ravi Naware, Chief Executive, Foods Division, ITC, said the campaign, which portrays how things have changed for the better in the lives of a newly married couple, signified the change in Marie from the conventional to the modern.
ITC also sells Marie in orange flavour, probably the first company to sell a flavoured version in this category.
According to Mr Naware, consumer research revealed the demand for a more nutritive and crisper version.
Of the Rs 4,000-crore biscuit market, the Marie category accounts for Rs 600 crore, of which Tamil Nadu's share is Rs 120 crore.
Tamil Nadu, along with Maharashtra and Uttar Pradesh, is a major market for biscuits, Mr Naware said.
ITC Foods will launch more products under the Sunfeast brand in the next couple of months. It is concentrating on completing the range to include cookies and crackers, Mr Naware said.
Recently, the division also launched what it calls "an entirely new" category - fruit and spice conserves - under the premium Kitchens of India brand.
These are different and superior to jams in that they contain real fruit pulp and whole spices, Mr Naware said.
There are four variants priced at Rs 70 for 300-350 gm. Right now, they are available only in Delhi and Mumbai but will soon be rolled out to upmarket outlets in most metros, Mr Naware said.
As for its ready-to-eat products (RTE), there are four or five additions to the Kitchens of India brand on the anvil. The Ashirvaad range, which now has a dozen RTE products, will also see more inclusions, Mr Naware said.