ITC enters frozen foods market

  • ITC Ltd has entered the frozen foods market with frozen prawns as part of its plans to take over Indian kitchens & reduce its dependency on cigarettes.
  • ITC had earlier launched frozen prawns under its brand ITC MasterChef.
  • ITC’s frozen prawns will be sold in 200-gm packs, priced between Rs185 & Rs350.
  • The packaged frozen prawns market is currently dominated by brands such as IFB, Sumeru, Cambay Tiger.
  • The company has plans to launch low-sugar potatoes, potato-based snacks such as French fries, bhindi, carrots, peas, dried onions & mango pulp that can be added to foods such as ice cream & lassi.
  • ITC may also look at selling its ITC MasterChef frozen products to restaurants and non-ITC hotels.

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