ITC ropes In Amway to sell new Immunity Boosting Fruit Juices to consumers
A new partnership, ITCs B Natural, and Amway India have come together and manufactured their first of its kind B Natural + range of products. The product will be available in the market in two flavors – Orange and Mixed Fruit.
As per the retailer conglomerate, B Natural Juices & beverages offer proper fruit nourishment to its consumers, the first collaborative immunity beverages will deliver dual benefits of immunity + Fruit & Fibber to them. Recently, ITC has tied up with Domino’s Pizza and Swingy, so that all products can arrive at customers’ doors. On Thursday, Hemant Maliki (Divisional Chief Executive – Foods Division, ITC Ltd) was addressing a media conference. He said, “At ITC, we are committed to developing world-class Indian products that address the needs of the Indian consumer priority, and B Natural proactively spearheaded the endeavor of providing an effective fruit beverage range this summer that could contribute to supporting immunity with a clinically proven ingredient.”
ITC’s innovation engine, life Sciences, and Tech center (LSTC) has boosted this activates during this coronavirus outbreak and the team – they have been working on different kinds of health and nutrition projects for closely decade- has produced a unique, clinically proven Immunity boosting beverage.
“During these trying times, immunity has emerged as a key focus area. This clinically proven ingredient was tested in a randomized, double-blind placebo-controlled clinical study conducted over a period of three months keeping in mind all the guidelines by ICMR and the study is registered in CTRI” added the company.
The newly launched immunity booster beverage in Orange and Mixt Fruit Flavour will come in 1 litter packs at a price Rs 130 and can be purchased from general trade stores and e-commerce website, through ITC’s pan-India distribution network.
Partner of ITCs Amway is going to take this B Natural + range directly to individual customers all over the country through its big army of micro-entrepreneurs. Under the partnership, the company has made expectations that they are going to sell health beverages worth 20 crores by the end of this year. This collaboration is creating a new niche in the fresh fruit juices market.
Anshu Budhraja, (CEO Amway India enterprises) has said “The partners are in the process of piloting and also deploying resources and science-based research to strengthen the model further.”
“Currently, given the heightened awareness around immunity, we believe that Amway’s Nutrilite All Plant Protein, known for its immunity property, combined with B Natural + range is going to offer a better option for strengthening immunity and be a compelling value proposition for the customer.”