ITC to shift B Natural juices, beverages from concentrates to pulp

Following the Delhi High Court order directing ITC from using its ad campaign asking its rivals including PepsiCo and Dabur to join it in an effort to abandon concentrates,  the company's foods division said on Monday, that the entire its entire fruit beverage portfolio of its B Natural Juices & Beverages range will be shifted to `Not from Concentrate’ range. 

ITS said in a statement, "With this shift, the brand endeavours to offer its consumers, juices and beverages that are made from fruit pulp and not from fruit concentrate, in its bid towards crafting differentiated offerings in this category."
B Natural had entered into the concentrate free juices segment last year with the launch of B Natural 100 per cent pomegranate juice. "The success of the launch and the consumer response strengthened the company's resolve to offer fruit juices that are made from fruit pulp and not from concentrate," the statement added.