ITC Foods plans to launch Sunfeast across the U.S.

31/03/06 India, ITC Foods has tied up with New York-based company 'House of Spices' to launch its biscuit brand Sunfeast across the US.

On the other hand, Parle Products Ltd is soon spreading its wings to Russia and Bangladesh to launch its flagship brand Parle G.

Currently, Parle G is the largest selling glucose biscuit brand across the globe.

With these, Indian biscuit majors foraying into international markets with home-grown brands is becoming increasingly commonplace.

Just what's fuelling this enthusiasm? "The category is getting overcrowded with too many local and national players.To enhance their value and volume growth, big players are now stepping outside India to woo consumers," added analysts. According to analysts, the Rs 4,000 crore branded biscuits market will witness a lot of action this year as major players are expanding their reach both in Indian and global markets.

According to analysts, the branded biscuit market will register a 12 % growth in India as many consumers are increasingly shifting from non-branded to to branded products for health reasons.

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