ITC Sunfeast Farmlite Launches Sugar Free Cookies Range

Why It Matters

Sugar‑free biscuits cater to health‑conscious consumers, while OFF/BEAT’s AI‑backed funding underscores the rapid convergence of technology and consumer branding in India’s fast‑growing market.

Key Takeaways

• Sunfeast Farmlite launches sugar‑free cookies in India
• Two flavors: Choco Nut, Hazelnut & Oats, protein‑rich
• Cookies priced ₹100 (~$1.20) in single‑serve packs
• OFF/BEAT secures $12 million seed round from Bessemer
• Founder Aman Gupta leverages AI for consumer‑first brand building

Pulse Analysis

The Indian snack sector is witnessing a pronounced pivot toward functional foods, and ITC’s Sunfeast Farmlite is capitalising on this trend with its Sugar Free Cookies. By eliminating added sugar while retaining protein and indulgent flavours, the brand addresses a segment of consumers who demand nutrition without sacrificing taste. Priced competitively at roughly $1.20 per pack and distributed through quick‑commerce platforms like Blinkit and Zepto, the product is positioned for rapid adoption among urban millennials and health‑aware families.

In parallel, the startup ecosystem is being reshaped by AI‑centric ventures, exemplified by OFF/BEAT’s recent $12 million seed round led by Bessemer Venture Partners. Founder Aman Gupta, famed for scaling boAt into a multi‑billion‑rupee enterprise, is now channeling AI capabilities to accelerate brand development and consumer insights. The involvement of a global investor with a portfolio that includes Shopify and Canva signals confidence in the scalability of AI‑driven consumer models within India’s massive market.

Together, these developments illustrate a broader convergence: healthier product portfolios and advanced technology are becoming twin pillars of growth for Indian consumer brands. Companies that blend nutritional innovation with data‑powered marketing are likely to capture greater market share, while investors will continue to fund ventures that can leverage AI to decode evolving consumer preferences. This dual momentum sets the stage for a more sophisticated, health‑first, and digitally enabled retail landscape in the coming years.