Page 17 - FPM May 2025

17 CORPORATE May 2025
Food Processing News Today
Britannia announces WiseBite initiative to help ITC to acquire 24 Mantra

consumers with mindful snacking decisions Organic brand in Mother Sparsh

n World Health Day, balance plays a key role in Man ager - Marketin g , u l t i - e n v i r o n m e n t a l
Britannia announces shaping habits that support Britannia said, "The way we conglomerate consciousness, a rise in
Ot h e l a u n c h o f long-term well-being. Choices snack is evolving, creating an MITC will acquire household incomes and new
WiseBite, an initiative focused b e t w e e n h e a l t h y a n d opportunity to encourage Sresta Natural Bioproducts, age distribution channels,
on empowering consumers unhealthy options might mindful choices. With which owns the '24 Mantra said ITC, adding SNBPL is a
toward wiser, more balanced predispose an individual to the WiseBite, the goal is to equip Organic' brand, in an all-cash pioneer and leading player in
snacking habits. Snacking is a risk of developing chronic consumers with simple,
deal valued at Rs 472.50 the organic packaged staples
part of daily life, providing metabolic diseases like relatable information that
energy and enjoyment Diabetes, Hypertension and empowers them to make crore, to expand its play in the category.
throughout the day. With obesity.” informed decisions. It's about fast-growing organic food SNBPL has two wholly-owned
evolving food choices and B u i l t o n t h r e e c o r e simplifying the journey toward products. subsidiaries - Fyve Elements
increased awareness about principles—knowing your mindful snacking in a way that ITC has signed a share LLC, USA and Sresta Global
balanced eating, WiseBite cravings, picking right, and feels relevant and doable in purchase agreement with FZE, UAE.
brings attention to cravings, b u i l d i n g l a s t i n g today's fast-paced lifestyles" Sresta Natural Bioproducts Over the timeline, ITC said:
informed choices, and habits—WiseBite offers WiseBite is Britannia's Private Limited (SNBPL) to "The share acquisition is
sustainable habits, thereby individuals varied options to commitment to encouraging acquire a 100 per cent stake in expected to be completed in
encouraging a mindful approach snacking mindfully. mindful snacking habits. By the company, ITC informed in Q1 of FY 2025-26 or such later
snacking approach. The initiative encourages providing consumers with
a regulatory filing. date as may be mutually
Dr. Balaji Jaganmohan, individuals to take small, accessible information backed
Besides, ITC also announced agreed upon by the parties."
Consultant Physician & intentional steps to bring more by scientific research, the the acquisition of the The company further said
Diabetologist, Apollo Sugar awareness to everyday initiative seeks to demystify that this investment is in line
Clinics Bangalore, speaks snacking. everyday snacking choices and remaining 73.5 per cent stake
about the need for mindful This includes pausing before equip individuals with of Mother Sparsh Baby Care, with the 'ITC Next' strategy
snacking,. reaching for a snack to check in practical suggestions to make an associate company. ITC articulated by Chairman
“In today's fast-paced lives, with actual hunger cues, informed decisions had acquired a 26.5 per cent Sanjiv Puri, which also focuses
snacking often becomes an choosing options that are both WiseBite is designed to make stake in D2C company Mother on building a future-ready
unconscious habit rather than satisfying and balanced, being snacking a more intentional Sparsh in 2022. portfolio of products that
a considered choice. Paying f u l l y p r e s e n t w h i l e and enriching part of everyday About SNBPL, ITC said it will serve evolving consumer
closer attention to what we eating—using portion control life. By fostering awareness be an all-cash deal, and the needs.
eat between meals and and avoiding distractions. and good decision-making, it
cost of acquisition is up to Rs "We are excited to have 24
understanding the how and These simple, sustainable encourages individuals to 472.50 crore on a cash-free, Mantra Organic as part of
why behind those choices can shifts can help make snacking develop habits that align with debt-free basis. ITC's Foods Business's
bring more intention and a more conscious, enjoyable, their personal needs and " T h e s h a r e p u r c h a s e portfolio of nutrition-led
balance to our daily routines. and fulfilling part of the day. lifestyle, ensuring that every
Awareness around cravings, Speaking about the program, bite is both satisfying and agreements, comprising Rs healthy foods products. 24
portion sizes, and nutritional Siddharth Gupta, General purposeful. 400 crore payable upfront at Mantra Organic has built a
closing and up to Rs 72.50 robust backend and sourcing
Devyani Intr to acquire majority stake crore payable in the next 24 network, which is core to its
months post Closing," it said. trusted organic products
in 'Biryani by Kilo' SNBPL's portfolio comprises a portfolio," ITC Wholetime
wide range of over 100 Director Hemant Malik said.
evyani International proposal on April 24. "We Biryani & Kebab delivery organic products, spanning SNBPL founder and Managing
Ltd, which operates wish to inform you that a chain BBK has over 70 dine-in branded grocery staples, Director Rajashekar Reddy
Dq u i c k s e r v i c e meeting of the Board of outlets pan India in over spices and condiments, Seelam said: "ITC shares a
restaurant chains such as Directors of the Company is cities. DIL is among the edible oils, and beverages, common vision to promote
KFC, Pizza Hut, and Costa scheduled on Thursday, April fastest-growing Quick Service among others. Besides, it has sustainable livelihoods for
Coffee through franchise 24, 2025 inter-alia, to Restaurant (QSR) chain
a strong international farmers and ensure healthy
agreements, has announced consider and approve the operators in the country. It is
presence with a deep lifestyles for consumers. We
i t s p l a n t o a c q u i r e definitive agreements and the largest franchisee for Yum connection with the Indian are confident that ITC's
homegrown chain 'Biryani by issuance of equity shares of Brands, which owns KFC & diaspora. s t r e n g t h s i n p r o d u c t
Kilo'. The Jaipuria family- t h e c o m p a n y o n a Pizza Hut in India. It is also the
The acquisition is "in line with development expertise and
p r o m o t e d D e v y a n i p refe re nt i a l b a s i s to sole franchisee for Costa
the strategy to augment the distribution strength across
International Ltd (DIL) will discharge the consideration Coffee in India, the brand company's future-ready channels will help in taking 24
acquire a majority stake in payable for acquisition of owned by Coca-Cola. portfolio, the transaction will
Sky Gate Hospitality, which controlling equity stake in Sky Additionally, it has its own in- Mantra Organic to millions of
fortify ITC's presence and homes..."
operates restaurants under Gate Hospitality Private house brand, Vaango, which market standing in the high- SNBPL, incorporated in March
the 'Biryani by Kilo' brand, L i m i t e d , o p e r a t i n g focuses on South Indian growth organic products 2004, recorded a revenue of
along with other brands, restaurants under the brand vegetarian cuisine. As of
segment in both Indian and Rs 306.1 crore in FY 2023-24.
according to a regulatory 'Biryani by Kilo' and other December 31, 2024, DIL has
filing. Though it has not brands," it said. over 900 stores of KFC and overseas markets," it Over the years, it has built a
disclosed the number of Besides its biryani delivery over 580 stores of Pizza Hut in added.The domestic organic s t r o n g n e t w o r k o f
food products industry offers approximately 27,500
shares or the acquisition chain, Sky Gate Hospitality India, Nepal, and Nigeria. DIL
price, the company stated also operates cloud kitchens has over 190 Costa Coffee a "significant opportunity" for farmers and 1.4 lakh acres of
that its board is scheduled to and a few other smaller cafes and over 70 Vaango growth on the back of certified organic land across
meet and approve the brands. Started in 2015, stores across India. increasing health and 71 clusters in 10 states.
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