B Natural juice by ITC to enter eastern and western market

ITC which entered into the juice business by acquiring Bangalore based- B Natural, is planning to enter eastern and western markets soon, reported Hindu BusinessLine.

Presently B Natural is selling juices in the five southern states including Tamil Nadu, Karnataka, Andhra Pradesh, Telangana and Kerala.

The brand is planning to launch the product in West Bengal, Odisha, Bihar and the North-East  by this February.

While in western markets the offerings will be introduced later this year.

“The entry into the fruit juices segment was facilitated with the company leveraging its back-end in the agri-business category; particularly, specialisation in export of fruit pulp,” said Chitranjan Dar, Chief Executive, ITC’s Foods Division.

“To be launched in the East by February, the juices contain no artificial colours or preservatives and are 100 per cent natural. We will have packs of 200 ml and one litre,” added Dar.

Post-acquisition, ITC re-worked on the juice brand’s various aspects such as manufacturing facilities, taste and also packaging.

The juice will be distributed through both modern retail and kirana stores; and is priced to take on market leaders in the segment.