Sunfeast to partner Sachin for fit kit range of health food

Bangalore, Nov 10 (UNI) Sunfeast, the flagship brand of ITC Ltd's Foods Division, today announced a unique marketing initiative by signing ace cricketer Sachin Tendulkar to launch its high quality of health food products.

This strategic tie-up went beyond the conventional Brand Ambassador deal and would be the first of its kind initiative witnessed in the Indian foods industry, ITC Foods said in a release here, stating it would be a co-creation deal under which ITC Foods would launch 'Sunfeast Sachin's Fit Kit' range of high quality health food products, in the making of which Sachin would play an active role.

The alliance was part of Sunfeast's hallmark strategy to bring to its consumers innovative and differentiated product offerings. This was the first time that any brand in the foods industry in India had signed a co-creation deal. As co-creator, Sachin would be an integral part of the product development process and provide inputs on creating healthy food products, the release said.

ITC Ltd Foods Division Divisional Chief Executive Ravi Naware said ''the use of celebrities has thus far been limited to advertising and promotional initiatives...this co-creation partnership marks a new beginning for a celebrity to actively participate and contribute in the area that was, until now, the exclusive preserve of in-house experts.'' Sachin, welcoming his new role, said ''this will give me a chance to leverage my penchant for fitness, healthy eating and healthy living by creating a line of my own products. I could have found no better partner than ITC Sunfeast - a young, energetic and quality brand - to launch my own line of healthy food products.'' UNI VK GD GM1908