ITC Enters Premium Sugar-Free Mint Segment with Ultra Mintz
Sugar-free offering targets growing demand for sophisticated, on-the-go refreshment solutions
Designed for modern lifestyles, Ultra Mintz offers a refined mint experience through a combination of bold flavours, contemporary packaging and a convenient pocket-sized format.
Hyderabad: Diversified conglomerate ITC Ltd. has expanded its confectionery portfolio with the launch of Ultra Mintz, a premium sugar-free mint brand aimed at consumers seeking convenient and sophisticated freshness solutions. The launch marks ITC’s entry into the fast-growing premium adult confectionery segment and reinforces its focus on consumer-led innovation.
Designed for modern lifestyles, Ultra Mintz offers a refined mint experience through a combination of bold flavours, contemporary packaging and a convenient pocket-sized format. The product is positioned as an everyday freshness companion for consumers seeking refreshment during work, travel or social engagements.
Speaking about the launch, Subash Balar, Vice President and Business Head – Chocolates, Coffee and Confectionery & NCD, Foods Division, ITC Ltd, said the company is witnessing growing demand for premium adult confectionery products that combine convenience, quality and superior product experience.
“Ultra Mintz has been developed to address this opportunity, bringing together world-class quality mints in a pocketable format to deliver a refined and elevated experience. The launch reflects our commitment to expanding into high-growth segments and creating innovative products that resonate with evolving consumer lifestyles,” he said.
Available in Two Variants
Ultra Mintz has been introduced in two flavour variants:
- Strong Peppermint
- Sensational Strawberry
According to the company, both variants are designed to deliver bold and refreshing flavours while offering a premium user experience through stylish and sophisticated tin packaging.
The product is targeted at consumers looking for a quick freshness solution after meals, between meetings or while on the move. ITC says the mint combines taste, convenience and portability to help users stay refreshed and confident throughout the day.
Premium Positioning
Priced at ₹150, Ultra Mintz is currently available through leading quick-commerce platforms as well as select retail outlets across India.
Industry observers note that the launch reflects the growing premiumization trend in India’s confectionery market, where consumers are increasingly seeking differentiated products offering enhanced experiences, sophisticated packaging and healthier alternatives such as sugar-free formulations.
