ITC launches nutritional product line ‘Right Shift’ for mature adults
The new brand is a ‘comprehensive approach to nutrition’ focused on the health and nutritional needs of those above the age of 45
ITC has announced its move to launch a new product line, catering to the health needs of those above 45 years of age.
The mature adult demographic is an “often overlooked market segment,” according to ITC Divisional Chief Executive (Foods) Hemant Malik, as he took to LinkedIn to announce the product line.
“Our new brand, Right Shift, represents a carefully considered response to evolving demographic trends and consumer needs. Right Shift bridges this gap, offering nutrition without compromise on taste and quality. Right Shift isn’t merely a product line; it’s a comprehensive approach to nutrition for mature adults.
“We’ve started with a range of upma, oats, cookies, and atta – all crafted with natural ingredients to support digestion, strength and energy in our later years,” wrote Malik.
ITC's commitment to nutrition, health and wellness takes a significant step forward with the introduction of 'Right Shift,' a brand to address the nutritional needs of consumers over 40. ITC Chairman and Managing Director, Sanjiv Puri stated, "This will be targeted dense nutrition aimed at people of the age of 40 and upwards for strength and energy building and we will slowly add more vectors to that portfolio. It has proprietary formulations created at our Life Sciences & Tech Centre, but these are completely natural products,"
