According to a report in the Indian newspaper The Economic Times, Agro Tech Foods, part of the US food group ConAgra Foods, is planning a move into the health food category, which will include test-marketing a new brand in the low glycaemic index food category by the end of this year.
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“We have developed an active ingredient that will help reduce sugar levels. However, we are yet to decide on brand positioning. Probably, we will introduce it as a nutritional supplement,” Agro Tech president Utpal Sen Gupta was quoted as saying.
The move would be the company’s second attempt at entering this area of the market. Agro Tech test-marketed ‘sugar control atta’, which featured the same technology, under the Healthy World brand, several years ago, but it was not successful, Gupta said.
However, this time the company is planning to market the ingredient in the form of a special food product catering to a niche market segment, the report said.
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