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ITC's instant noodles brand <a href="http://www.businessinsider.in/searchresult.cms?query=Sunfeast+YiPPee">Yippee</a> has made the most out of the controversy that hit <a href="http://www.businessinsider.in/searchresult.cms?query=Nestle">Nestle</a>'s <a href="http://www.businessinsider.in/searchresult.cms?query=Maggi">Maggi</a>. It will soon become a Rs 1,000 Crore brand. 
 
"<a href="http://www.businessinsider.in/searchresult.cms?query=Sunfeast+YiPPee">Sunfeast YiPPee</a>! as a brand is now in its fifth year post the national rollout... We are proud to say that Yippee Noodles is poised to enter the Rs 1,000 crore club in the ITC Foods stable," ITC Ltd Divisional Chief Executive, Foods Division V L Rajesh told PTI. 
 
Explaining <a href="http://www.businessinsider.in/searchresult.cms?query=Sunfeast+YiPPee">Yippee</a>'s growth pre- and post-<a href="http://www.businessinsider.in/searchresult.cms?query=Maggi">Maggi</a> ban, rajesh said it was "growing at more than 40% before the controversy broke out..., with all the competitors in the market". 
 
"The controversy and confusion that prevailed adversely affected the whole industry. However, with our proactive inputs and innovative campaigns, we were the fastest to recover and then exceed our old sales levels," Rajesh added. 
 
The company's campaigns had focused on "world-class product and manufacturing processes", he said. 
 
Image credit: Indiatimes

ITC's Yippee cashes into Maggi controversy, nearing Rs
1,000-crore mark

Top 10 most-watched regional language YouTube ads in 2021

<a href="http://www.businessinsider.in/searchresult.cms?query=maggi">Maggi</a> is fighting its battle and now <a href="http://www.businessinsider.in/searchresult.cms?query=ITC">ITC</a> may have to prove it too. Recently, Uttar Pradesh <a href="http://www.businessinsider.in/searchresult.cms?query=food+and+drug+authority">Food and Drug Authority</a> (FDA) claimed that it had found excess lead in <a href="http://www.businessinsider.in/searchresult.cms?query=Yippee+noodles">Yippee noodles</a> manufactured by ITC and will soon file a case. 
 
The state food authority stated that samples of Yippee noodles, seized from a local mall in Aligarh, had lead "far in excess to the permissible limit". 
 Today, <keyword id="121459" type="CITY" weightage="100" keywordseo="ITC-Ltd">ITC Ltd</keyword> denied receiving any notice on the same, adding that Sunfeast Yippee noodles were manufactured to the highest standards of safety, hygiene and quality. 
 
The company said it did not receive any communication from the UP government regarding presence of excess lead in its <a href="http://www.businessinsider.in/searchresult.cms?query=instant+noodles">instant noodle</a> brand. 
 
“The company has not received any communication from the UP government authorities on this issue. Stories such as this can be misleading and can only help create suspicion and mistrust in the minds of the consumer. This will not only damage the brand but also severely impact industry as a whole and future investment for the economy," ITC said in a clarification to the BSE. 
 
ITC said the Yippee noodles and pasta were tested recently at NABL-accredited and <a href="http://www.businessinsider.in/searchresult.cms?query=FSSAI">FSSAI</a>-approved laboratories and it was found that all the samples conformed to the Food Safety Regulations. 
 
"We rigorously and regularly test our products for all parameters including heavy metals both in our in-house NABL accredited laboratory at the ITC Life Sciences and Technology Centre, Bengaluru and external NABL accredited and FSSAI approved laboratories," it added. 
 
(Image: Indiatimes)

Stock up Yippee noodles lovers, it may face a ban too

ITC has decided to remove the "no added MSG" disclaimer from Yipee noodles under FSSAI’s direction. 
 The <keyword id="6376343" type="ORGANIZATION" weightage="80" keywordseo="Food-Safety-and-Standards-Authority-of-India">Food Safety and Standards Authority of India</keyword> (FSSAI), in connection with noodles of another brand, had held that such statement of having no MSG was "inappropriate", ITC said in a statement. 
 
"Therefore, ITC is voluntarily taking steps to remove the phrase 'no added MSG' from its labels in its new batches of packaging and consumers should ignore this on the current packaging. ITC would like to once again assure consumers that MSG is not added to Sunfeast YiPPee! Noodles," ITC said in the statement. 
 
It added: "In recent weeks, there has been some confusion about the manner of declaration of MSG in packaged food items". 
 
"Under the FSS Act, if a manufacturer adds MSG to the product, the quantum of MSG so added needs to be declared. Since no MSG is added in Yippee noodles, the packages carried a statement to that effect, i.e., "contains no added MSG," it added. 
 
The food regulator has ordered testing of several noodles, pasta and macaroni brands that includes Top Ramen, Foodles and Wai Wai to check if they comply with the food security norms. 
 
Nestle India, ITC, Indo Nissin Food Ltd, GSK Consumer Healthcare, CG Foods India, Ruchi International and AA Nutrition Ltd’s products are being tested under direction from FSSAI. 
 
(Image credit: Indiatimes)

ITC will withdraw "no added MSG" from its Yippee
noodles

Following the recent crackdown by regulators over safety issues, food companies such as <keyword id="75190" type="CITY" weightage="80" keywordseo="Nestle">Nestle</keyword>, Amul, <keyword id="6357073" type="ORGANIZATION" weightage="20" keywordseo="ITC">ITC</keyword> and <keyword id="6376312" type="COMPANY" weightage="80" keywordseo="Mother-Dairy">Mother Dairy</keyword> have realized the importance of reaching out to its customers and have hence started consumer engagement exercises. 
 While Nestle has launched videos which show bachelors professing their love for <keyword id="6369404" type="PERSON" weightage="20" keywordseo="Maggi">Maggi</keyword> and articulating how much they miss it, Kolkata-based food and cigarette major ITC has come up with films that highlight the safety of Sunfeast Yippee noodles. The latest Youtube video show Yippee noodles being made in a sanitized environment in its factory. 
 Similarly, <keyword id="3026737" type="UNKNOWN" weightage="80" keywordseo="Gujarat-Cooperative-Milk-Marketing-Foundation">Gujarat Cooperative Milk Marketing Foundation</keyword> (GCMMF), the maker behind the Amul brand of dairy products has been running ads emphasizing on the fact that their products are undergoing regular quality checks. Its rival, Mother Dairy is also not behind. Its ad campaign doing the rounds on social media shows its consumer on a plant visit. 
 
Meanwhile Nestle, the brand which was worst hit by regulators is already plotting the comeback of Maggi, piggybacking on its recent Maggi videos attracting around nine lakhs views in three days. 
 
"These short films reflect the spontaneity and affection between consumers and Maggi. We are making efforts to get Maggi Noodles back on the shelves and have been overwhelmed by the messages of love and support that we receive each day. Such messages strengthen our resolve to be back with our beloved consumers. We want to share the warmth of our relationship through these films," told a Nestle Indian spokesperson to Economic Times. 
 
Image credit: Indiatimes

Nestle, ITC, Amul among companies to start consumer engagement exercises

What’s in a Masala! The same thing <keyword id="75190" type="CITY" weightage="20" keywordseo="Nestle">Nestle</keyword> owned Maggi must be pondering over after its rival in the instant noodle segment, <keyword id="6357073" type="ORGANIZATION" weightage="20" keywordseo="ITC">ITC</keyword> has sued the former on the grounds of <keyword id="388837" type="UNKNOWN" weightage="20" keywordseo="intellectual-property">intellectual property</keyword> infringement. 
 As per a news report by The Economic Times, <keyword id="6356830" type="CITY" weightage="20" keywordseo="Nestle-India">Nestle India</keyword> is planning to appeal against a Madras High Court interim order over its product, 'Maggi Magical Masala', in a case filed by ITC. The latter said the Maggi variant was launched on the back of the success of its 'Yippee! <keyword id="2835848" type="UNKNOWN" weightage="20" keywordseo="magic-masala">Magic Masala</keyword>', thereby infringing on its intellectual property rights. 
 The respondent has to withdraw the Maggi Magical Masala variant even if it plans to file an appeal, ITC <keyword id="6457615" type="POSITION" weightage="20" keywordseo="Counsel">counsel</keyword> <keyword id="2835847" type="UNKNOWN" weightage="20" keywordseo="Arun-C-Mohan">Arun C Mohan</keyword> of law firm <keyword id="2835450" type="COMPANY" weightage="20" keywordseo="Mohan-Associates">Mohan Associates</keyword> told the ET. The financial daily has a copy of the interim order that was passed on April 29. The order said although ITC's instant noodle was marketed under the Sunfeast Yippee brand, it was popularly known as Magic Masala and ITC not only used the term first, but showed it had won <keyword id="34527" type="UNKNOWN" weightage="20" keywordseo="market-share">market share</keyword> against its rival with the product. 
 An ITC <keyword id="6357308" type="POSITION" weightage="20" keywordseo="spokesperson">spokesperson</keyword> declined to comment on the issue. A spokesperson of Nestle India has told the daily,”We have seen the interim order and are preparing to file an appeal." "The respondent cannot sell this variant till the time they win after making the appeal. The judgment is significant in the sense that an IPR infringement can be enforced even against a <keyword id="139821" type="POSITION" weightage="20" keywordseo="market-leader">market leader</keyword>," Mohan said. 
 
As per market estimates, Nestle has around 72% volume share in instant noodles against ITC's 18%. This is put at 74% and 17% by value, respectively. These figures could not be independently confirmed with Nestle and ITC. 
 
(Image: India Times)

Battle of the Titans: It’s
Nestle vs ITC. Know why

Investment experts have projected a positive turnaround for the ITC stock with 41 out of 43 analysts on Bloomberg giving a "buy" or "Hold" call for the stock. As per JM Financial, the addressable opportunity for ITC is still $ 22 billion - larger than even HUL's 'size of markets' and more than three times that of Nestle India's. ITC in FY30 could clock an FMCG EBITDA that is higher than the combined FY20 EBITDA of Nestle India, Britannia, Tata Consumer, JM Financial said. It said that ITC's FMCG segment is possibly one of the most under-appreciated businesses in the Indian consumer space in recent times. "We suspect the market may not have taken a holistic look yet; our understanding of Indian consumer categories tells us that ITC FMCG today addresses market opportunities that are Rs 2.1 trillion ($ 28 billion) in size in aggregate. Even if one excludes a couple of nascent Dairy products from the portfolio, the addressable opportunity for ITC is still $ 22 billion - larger than even HUL's 'size of markets' and more than three times that of Nestle India's," it added. "Profitability is low at present, but we reckon that with investment-phase largely done (though some new categories are still in incubation stages), profits and cash-generation would get much bigger here onwards," the report said. As per Centrum Broking, "In our deep dive analysis into ITC's foods business we conclude that it is at the cusp of a take-off both in terms of top-line and margins." "ITC is emerging as a foods company, more comparable to Nestle than HUL. Branded packed food consistently gaining saliency given the management focus (saliency increased from 71 per cent of other FMCG in FY14 to 81 per cent in FY20)," it added. It is the only company which has successful brands from staples (Aashirvaad) to RTC and RTE (Sunfeast, Bingo, Yippee etc.). ITC has made consistent investments in brand building over the past decade helping create brands across the branded packed food categories from staples a and dairy to RTC and RTE. Aashirvaad, Sunfeast, Bingo and Yippee now account for Rs 60 billion, 40 billion, 27 billion and 13 billion in consumer spend terms. As per BNP Paribas, there is a faster than expected recovery in ITC's cigarette business. The catalyst for ITC is a faster than expected recovery in cigarette volumes and higher than expected margin expansion in the FMCG business. As per B&amp;K Securities, a turnaround in cigarette volumes is expected from September onwards. "We believe the gradual lifting of start/stop lockdowns in most states, opening up of bars/clubs in some states and more attendance in offices due to lesser fears from Covid-19 will lead to the marginal smoker slowly coming back. Given the fact that 30 per cent of the smokers' user base comprises of non-regular smokers who have been impacted by the start/stop lockdowns, we feel the industry figures will start looking up from September 2020," it added. SEE ALSO: <a href="https://www.businessinsider.in/stock-market/news/stocks-to-watch-sbi-ril-hero-moto-future-group-sun-pharma-vodafone-idea-berger-paints-and-ntpc/articleshow/78356485.cms" data-type="tilCustomLink">Top stocks to watch— SBI, RIL, Hero Moto, NTPC, Sun Pharma, Vodafone Idea, Berger Paints and others</a> <a href="https://www.businessinsider.in/politics/world/news/the-most-shocking-revelations-from-the-new-york-times-report-about-trumps-tax-returns/articleshow/78355707.cms" data-type="tilCustomLink">The most shocking revelations from The New York Times report about Trump's tax returns</a>

Investment experts bullish on ITC, expect a positive turnaround ahead

<ul><li>Shah Rukh Khan topped the report in 2019 and <keyword id="6354832" type="UNKNOWN" weightage="20" keywordseo="ms-dhoni">MS Dhoni</keyword> was at No. 1 in 2020.</li><li>As per IIHB’s report, Dream11 was the most spontaneously recalled brand in this year’s survey.</li></ul>Versatile actor <keyword id="106133" type="PERSON" weightage="20" keywordseo="Ranveer-Singh">Ranveer Singh</keyword> versus Captain Cool MS Dhoni? Well, both seem to have done equally well in the annual IPL ad recall research of the Indian Institute of Human Brands (IIHB) conducted ten days after the start of the League this year. The research polled 879 respondents in the age-group of 18-35 years (M=481, F=398) across India. The interviews were conducted telephonically. Dream11 was the most spontaneously recalled brand in this year’s survey, which possibly also helped enhance both the brand equity and recall of MS Dhoni who anchored the 12-ad series for the brand as its ambassador and protagonist. Jio Fiber, with multiple IPL teams featured with an effervescent Ranveer Singh gyrating with a sing-song brand message, came in second on recall in the research, also helping the celebrity endorser to considerably strengthen his personal recall. Byju’s was the most spontaneously recalled brand on the IPL last year; though its celebrity endorser Shah Rukh Khan trailed behind other celebrities. Virat Kohli, as expected, did well on recall too, and came third in the recall rankings. Salman Khan did surprisingly well in this year’s survey and came in at No. 4, ahead of Rishabh Pant, Rahul Dravid, Varun Dhawan, Alia Bhatt and Saurav Ganguly who followed in that sequence. Ajay Devgn, Sachin Tendulkar, Shikhar Dhawan, Shah Rukh Khan, Boman Irani, Kareena Kapoor, Ranbir Kapoor, Katrina Kaif, Ayushmann Khurrana and Akshay Kumar, on the other hand, had very few mentions and scored very poorly on respondent recall. There were sporadic mentions of Virender Sehwag and Priyanka Chopra too. In the last survey conducted in October 2020, MS Dhoni had the highest spontaneous recall as a celebrity endorser. Virat Kohli was a not-so-close second. Akshay Kumar was at rank 3; Ayushmann Khurrana at rank 4. “MS Dhoni and Ranveer Singh had a disproportionate share of visibility and recall in the IPL research we just conducted. This was in sync with the ultra-high recall of the brands they respectively endorse”, said Dr. Sandeep Goyal, Chief Mentor of IIHB. “It is interesting nevertheless to note that brands without celebrities like Phone Pe, Byju’s and others too have done well wherever media investments are heavy”. IIHB team used its proprietorial CELEBAR tool based on Celebrity Brand Association &amp; Recognition to assign a metric score to each celebrity and associated brand. The tool takes into account: <ul><li>Spontaneous recall of the brand</li><li>Spontaneous recall of the celebrity</li><li>Association between brand &amp; celebrity together </li><li>Recency of communication </li><li>Media weight behind campaign</li><li>Solus versus multiple brands using the celebrity</li></ul>MS Dhoni had a CELEBAR score of 87, up from 82 at the last IPL. His spontaneous recall was an unusually high 82%. His association with Dream 11 was also very constant at 79% from the last edition. He got 9% association with IPL/Star TV, 8% brand association with Indigo Paints, 6% with Orient Fans for Orient Fans and Livfast Solar. 2% recall came from SunFeast Yippee. So, most of Dhoni’s brand goodness got hijacked by Dream 11, much like last year. If Dhoni had only been endorsing Dream 11, his CELEBAR score would have been near 100, given his strong association with that one brand, to almost the relative exclusion of the other brands he endorses. Ranveer achieved a CELEBAR score of 86, empirically almost equal to that of MS Dhoni. But his association was more democratically spread with Jio Fiber at 56%, JD mart at 48%, My11 Circle at 22% and Bingo at 18%. Names of some other brands were mentioned by respondents but these were filtered out as they were not part of the IPL broadcast. Both MS Dhoni and Ranveer gained massively also on account of their main brands spending disproportionately large amounts of media monies which made them exponentially more visible than other competing celebrities. Virat Kohli trailed far behind the Top 2. His score of 45 on CELEBAR is mostly derived by his 94% association with MRF tyres. Bluestar is in low single digits on association. Salman Khan at a CELEBAR of 38, owes 82% recall to Rajshree elaichi and the balance to Pepsi. Rishabh Pant climbed up interestingly to No. 5 on the strength of his JSW appearances. Varun Dhawan had 76% of his recall from Lux Cozi and much lower from Frooti. Alia owed most of her recall also to Frooti with scattered mentions of Dark Fantasy. Interestingly, the IPL seems to be running no/few ads with Amitabh Bachchan, Akshay Kumar, Deepika Padukone, Ranbir Kapoor, and even with cricketers Rohit Sharma or KL Rahul or Hardik Pandya, or the media weightages behind those ads were too insignificant to be noticed by viewers. The Cred ad for Rahul Dravid was spontaneously recalled by 17% respondents but only 2% remembered Jackie Shroff and only 1% mentioned Kumar Sanu for the same brand. Mutual Funds (AMFI) ads had 22% recall but most respondents got the protagonists mixed up, with the most attributing the messaging to Dhoni and Kohli. Dream 11’s association with multiple cricketers was mentioned by many respondents but most were not sure if they remembered current creatives. Only the connect with MS Dhoni was unambiguous. Despite heavy media weights, Vimal elaichi ad featuring Ajay Devgn and Shah Rukh Khan had only an 8% recall. Netmeds with Kareena Kapoor and Renuka Shahane had a good 9% recall. Priyanka Chopra’s Appy Fizz and Katrina’s Slice were almost not recalled. Hema Malini managed 3% recall on Kent RO. Randhir Kapoor’s Asian Paints managed 4% while Kareena Kapoor’s and Pankaj Tripathi’s Berger creatives both got below 1%. Ayushmann was remembered by less than 1% in Urban Company. Gajaraj Rao was mentioned in less than 1% for Voltas. Unacademy featuring Sunil Gavaskar and Harsha Bhogle too scored poorly at 2%. Gamezy featuring KL Rahul got less than 1% recall. On the ads without celebrities, the most remembered were Phone Pe (32%), Byju’s (31%), Vivo (22%), One Plus (21%), Groww (20%), Upstox (20%), Kia (19%), MPL (18%), Bisleri (11%), PharmEasy (11%), Thums Up(9%), Coca Cola (6%), Renault Kiger (6%), Tata Safari (6%), Skoda (3%), Ajio (3%), Dark Fantasy (2%), LikedIn (2%), Raymond (2%) and Tuborg (1%). As more gets added to the broadcast as the IPL progresses, both standings of celebrities and recall of brands may change.

You Searched For "Sunfeast Yippee" and got 8 results

ITC's Yippee cashes into Maggi controversy, nearing Rs 1,000-crore mark

BI India Bureau

Top 10 most-watched regional language YouTube ads in 2021

BI India Partner

Stock up Yippee noodles lovers, it may face a ban too

BI India Bureau

ITC will withdraw "no added MSG" from its Yippee noodles

BI India Bureau

Nestle, ITC, Amul among companies to start consumer engagement exercises

BI India Bureau

Battle of the Titans: It’s Nestle vs ITC. Know why

BI India Bureau

Investment experts bullish on ITC, expect a positive turnaround ahead

IANS

Ranveer Singh and MS Dhoni are the most recalled brand ambassadors this IPL: IIHB Report

BI India Partner

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