Recently ITC invited selected bloggers for a meet “ITC Foods You Ask We Answer “. Basically, It was knowing the brand and what all goes behind building successful food brands as well as provided an open platform to answer questions related to packed foods.
Let me tell you the story of ITC is quite interesting.ITC’s Branded Packaged Foods business is one of the fastest growing foods businesses in India with a turnover of over a $1 billion.The success of this brand is driven by the superior market standing and consumer franchise of its world-class brands – Aashirvaad, Sunfeast, Bingo!, Yippee!, Kitchens of India, B Natural, mint-o, Candyman and GumOn. ITC’s food products today represented in multiple categories in the market – Staples, Spices, Ready-to-Eat Foods, Bakery, Confectionery and Snack Foods, and the recently launched Juices.
I really liked the Sunfeast Yippee Noodles story. The making of Yippee noodles intrigued me to know more about the brand.ITC entered the instant noodles segment with the launch of Sunfeast YiPPee in 2010.The sourcing and blending expertise that has made Aashirvaad India’s No 1 branded Atta has been leveraged to create a delightful noodle block. A key differentiator is that the block is round and does not need to be broken while cooking, which makes for really long & slurpy noodles. A special scientific process ensures that the noodles do not form a lump even 30 minutes after cooking. SunfeastYiPPee! instant noodles are available in three lip smacking variants – Classic Masala, Magic Masala and Chinese Masala. Classic Masala is the Classical Indian Masala flavour with a perfect blend of spices. Magic Masala is a special masala created by ITC with spices and has five different types of dehydrated vegetables. Chinese Masala is a unique combination of Chinese and Masala flavours.
We had a fun interactive session where food bloggers were given the task to compete and prepare any dish from Yippee noodles.
Kudos to ITC that focuses on consumer quality products backed by their cutting-edge research and development team.
Check out the How are Yippee noodles made