Mumbai: ITC Ltd. has launched Sunfeast Marie Light with Vitamin D, bringing a nutritional boost to its much-loved biscuit while retaining the familiar taste consumers know and love. The product will first be rolled out in Odisha, before expanding to other eastern markets in a phased manner.
The launch comes in response to increasing concerns over Vitamin D deficiency, particularly in East India, where a recent study highlighted ~39% deficiency. “Changing lifestyles, reduced outdoor time, and limited dietary sources of Vitamin D have made deficiency increasingly common, leading to weakened bones and muscles, tiredness, and low immunity,” the company noted.
The product’s debut is accompanied by a new commercial conceptualized by FCB (Omnicom), capturing a warm, relatable family moment. The film features a child playfully trying to capture sunlight in a glass jar, subtly conveying how Sunfeast Marie Light now comes enriched with Vitamin D without compromising on its beloved taste.
Commenting on the launch, Suraj Kathuria, VP and Head of Marketing – Biscuits, Foods Division, ITC Ltd, said, “Sunfeast Marie Light has long symbolised the warmth and positivity of the Sun. We’re now enhancing that connection by bringing essential nutrients into a format people enjoy every day. This launch reflects our commitment towards ITC’s larger vision of Help India Eat Better, while making products enjoyable and accessible to consumers.”
The product strengthens ITC’s engagement with Odisha’s cultural reverence for the Sun, offering consumers a daily, enjoyable way to supplement Vitamin D. The initial rollout in Odisha will be followed by a phased expansion across other eastern states.
