ITC Enters Premium Sugar-Free Mint Segment With Launch of Ultra Mintz
ITC has entered the premium sugar-free mint category with the launch of Ultra Mintz, available in Strong Peppermint and Sensational Strawberry variants, priced at ₹150.
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ITC Ltd. has expanded its confectionary portfolio with the launch of Ultra Mintz, entering the premium sugar-free mint segment to tap into the growing demand for adult confectionery and on-the-go refreshment products.
The new offering has been marketed as a premium mint experience, targeting consumers seeking convenience, freshness and modern product formats. Ultra Mintz comes in 2 flavours – Strong Peppermint and Sensational Strawberry.
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Premium Mint Play:
The product was developed in response to changing consumer tastes for premium confectionery products that deliver quality, portability and long-lasting refreshment, the company said.
Commenting on the launch, Subash Balar, Vice President and Business Head, Chocolates, Coffee and Confectionery & NCD, Foods Division, ITC Ltd., said, “We are witnessing growing demand for premium adult confectionery that combine convenience, quality and great product experience. Ultra Mintz has been developed to address this opportunity, bringing together world-class quality mints in a pocketable format to deliver a refined and elevated experience.”
He added that the launch reflects ITC’s strategy of expanding into high-growth segments while creating innovative products aligned with changing consumer lifestyles.
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The launch of Ultra Mintz marks a big expansion for ITC in the confectionery space, a category where the company has been gradually expanding its product portfolio in chocolates, candies and other impulse consumption products.
Available at ₹150, Ultra Mintz is now available through leading quick-commerce platforms and select retail outlets across the country.
The launch marks ITC’s entry into the growing premium mint segment, banking on the rising consumer demand for convenient, sugar-free and premium refreshment options.
