ITC’s food division has roped bollywood actress and fitness enthusiast Shilpa Shetty Kundra as the new brand ambassador for B Natural Juices and Beverages.
Shilpa Shetty Kundra and Milind Soman attended launch of ITC B Natural fruit juices on Monday in Mumbai.
Talking about her association with ‘ITC B Natural’, Shilpa said, “I feel happy and proud to be associated with ‘B Natural’ as a brand ambassador and consumer of their products. We are really on threshold of a new beginning. When I started to endorsing it that time, it was just a pomegranate juice that was not made from concentrates and not we have decided all our juices will be made from fruit pulp and not from concentrate. I think this decision is not only beneficial for consumer in terms of nutrition but also for farmers of our country because we are procuring pulp from them directly and it’s definitely going to help them in the long run.”
“With this brand, I really believe that I am not just leveraging my name but this something that I have believed in their philosophy and it is synonymous with what I think. I love the fact that they have emphasize on label reading so there is nothing to hide when it comes to ‘B Natural’ and that is something that I encouraged.”
Talking about importance natural food for children, Milind Soman said, “It is important for us to know what we are feeding our children. Sometimes, a lot of packaged foods have quiet harmful products in them and its really our responsibility towards our children to know what those products are so’ I would like congratulate ‘ITC B Natural’ for taking this stand and not only coming out as very naturally brand with natural ingredients but also calling out to other industry leaders, I think that was amazing.
“I think calling out other industry leaders to actually change the way society sees food, to put it out there and may be its risky we don’t know to put a juice out which is completely natural but telling everybody that we need to be responsible today including other industry leaders because children are eating and drinking this stuff and we have to make sure that the stuff they are consuming is good for them”
‘ITC B Natural’ offers juice in Mixed Fruit, Apple, Litchi, Guava, pomegranate and Mango flavors.
ITC forayed into the Rs 2,500 crore premium packaged fruit drinks market in 2015 with the acquisition of the B Natural brand and claims to be number 3 player today with a market share of 6.9 percent.