ITC unveils product range under ‘Right Shift’ targeted at consumers aged 40+ years

Delhi: ITC announced the launch of Right Shift, a packaged food brand targeted for consumers in their 40s, 50s, 60s and beyond. 

Under the new range, 24 SKUs have been curated in the category of breakfast, snacks and staples including oats, upma, kheer, cookies, namkeen, multigrain flour etc. 

Hemant Malik, CEO, Foods and Executive Director, ITC, said, “With brand ‘Right Shift’, we have launched a food category of the future that caters to the evolving needs of specific consumer cohorts. We believe that age is just a number and everyone deserves to live life to the fullest. With this unique range of specially curated products, we aim to empower individuals to make simple shifts in their eating habits without compromising on nutrition, taste or convenience.

While in the introductory phase, 24 products have been launched under the range, the company is looking to expand the category to cover ‘as many shifts’ as possible.”  

The company revealed that the entire range does not contain any added preservatives, any added colours, or any artificial flavours. Some products of the portfolio also have  scientifically chosen ingredients crafted by scientists at ITC Life Sciences and Technology Center to address some of the health needs of consumers.

In the first phase, the products will be rolled-out in Karnataka across MT and e-comm stores. This will be followed with a pan India launch soon.

ITC entered the healthy food market in 2019 with baked chips under the Bingo brand. Since then, it has rolled out healthier alternatives across its food brands and has been rapidly expanding its millet-based offerings.