Excelsior Correspondent
JAMMU, Sept 2: FMCG major, ITC Limited has come up with an interesting and innovative initiative for its popular Sunfeast YiPPee! noodles brand. This high decibel campaign called ‘You Ask We Answer’ highlights the uncompromising commitment to quality and rigorous testing protocol followed by ITC, and reassures consumers about the safety of YiPPee! noodles in an open and transparent manner.
The campaign also solicits any queries or questions consumers may have about YiPPee! noodles in a refreshing manner. It guides them to a customer care number and its website www.sunfeastyippee.com where consumers will be provided answers to questions they may have about YiPPee! noodles.
The company has also revamped its website by adding a lot of information about the safety and quality of YiPPee! noodles. Information addressing prevalent queries about MSG, presence of Lead in food products etc along with several videos and info graphics have been also added to educate consumers about YiPPee! noodles.
The campaign highlights that all YiPPee! products are manufactured in state-of-the-art and world class HACCP-certified factories that comply with strict quality and hygiene norms. ITC has carried out tests of more than 800 samples of Sunfeast YiPPee! noodles– either internally at its NABL-accredited lab or externally at NABL-accredited FSSAI-approved laboratories in India or also at reputed international laboratories in Italy, Singapore and Japan. The test reports conclude that the Lead content in all the samples was either not detected, or much below the prescribed limits.
VL Rajesh, Divisional Chief Executive of the Foods division at ITC said, “The noodles category has been impacted due to the recent spate of events. We therefore felt that it was imperative to clear the air of confusion and reinstate consumer trust in the category. To this end, we have embarked on communicating to the consumer in an open and transparent manner with a reassurance campaign which is rooted in fact.
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