Familiar taste gets a fresh upgrade: ITC launches Sunfeast Marie Light with ‘Vitamin D’
Jan 06: In Odia culture, the Sun holds a sacred and enduring place. It isn’t just nature – it’s emotion. From the grandeur of the Konark Sun Temple to the quiet morning ritual of greeting the first rays, Odisha has always found warmth, strength, and hope in the Sun.
But today, many aren’t getting enough of the Sun’s most essential gift – Vitamin D. Changing lifestyles, reduced outdoor time, and limited natural dietary sources of Vitamin D have made deficiency increasingly common, leading to weakened bones and muscles, tiredness, and low immunity. A recent study revealed ~39% Vitamin D deficiency in East India*.
In response to evolving consumer needs, ITC has launched Sunfeast Marie Light with Vitamin D. Retaining its familiar, much-loved taste, the biscuit now offers consumers an additional way to get the goodness of Vitamin D through an everyday food they already enjoy. With this new offering, the brand deepens its cultural bond with Odisha, inspired by the state’s enduring reverence for sunlight.
In conjunction with the launch, the brand has also released a new commercial, conceptualized by FCB (Omnicom) that brings this idea to life through a warm, relatable family moment. Rooted in innocence & relatability, the film shows a child playfully trying to capture sunlight in a glass jar. The film goes to subtly highlight how Sunfeast Marie Light now also comes with Vitamin D – without losing its much-loved taste. The film closes with the brand’s sign-off, reinforcing the message that the tasty Sunfeast Marie Light is now enriched with Vitamin D.
Commenting on the launch, Mr. 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.”
Sunfeast Marie Light with Vitamin D is now available across Odisha and will be rolled out across other eastern markets in a phased manner.