ITC Plans To Add Atta Based Noodles To Its Sunfeast Yippee! Brand

According to recent rumours, ITC will be adding a brand of atta-made noodles to its Sunfeast Yippee! portfolio, possibly aimed at health conscious consumers. With this, Sunfeast Yippee! will join Maggi and Patanjali noodles which already have atta variants.

The Sunfeast Yipee! Brand

Sunfeast contains three product variants – digestive biscuits,  four flavours of Sunfeast Pasta Treat and Sunfeast Yippee! – its instant noodles. The noodles are available in Magic, Classic masala and Chinese masala flavours.

After the Maggi ban, Sunfeast Yipee! gained a 33 per cent increase in the instant noodles sector in market shares and is now India’s second most popular instant noodle variant.

Sunfeast Yippee! Atta Noodles

While there’s been no official confirmation, two top officials at ITC told the Economic Times that ITC will launch the noodles next month and charge 20 per cent premium on them. It is hoped that the launch will help accelerate sales to a Rs.1000 crore mark this fiscal year as well as highlight ITC chairman YC Deveshwar’s commitment to healthy, nutritious foods.