Tuesday, April 25, 2017


ITC launches YiPPee! Power Up Masala atta noodles with veg infusions
Saturday, 08 April, 2017, 08 : 00 AM [IST]
Our Bureau, Mumbai
ITC’s Foods Division launched Power Up Masala, the atta noodles variant of Sunfeast YiPPee! Made with Aashirvaad Atta, YiPPee! Power Up Noodles is filled with vegetable infusions in every noodle strand.

It retains YiPPee!’s unique round block and the pleasure of delicious, long and slurpy noodle strands. Power Up aims to provide a fresh and exciting choice to today’s discerning consumer.

The product will be available at modern and general trade outlets across India in a 70g pack priced at Rs 15. A family pack, containing four 70g packs and priced at Rs 55, will also be available in select outlets.

Speaking on the occasion, Hemant Malik, divisional chief executive, Foods Division, ITC, said, “At ITC, we take pride in building world-class products which are powered by years of extensive research and conform to high standards of quality and safety.”

“With Sunfeast YiPPee! Power Up Atta Noodles, we have endeavoured to offer a differentiated product woven along with a fun element. Sunfeast YiPPee! Power Up Atta Noodles is made using whole-wheat atta and has vegetable additions in every strand – a delightful snack for a jam-packed day,” he added.

YiPPee! Noodles are tested at ITC’s state-of-the-art National Accreditation Board for Testing and Calibration Laboratories- (NABL) certified Life Sciences and Technology Centre (LSTC) and at Food Safety and Standards Authority of India (FSSAI) -approved, NABL-accredited external laboratories.
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