ITC's food division launched the first regional variant of its natural fruit beverages -- B Natural Punjab da Kinnow -- here on Thursday.
The company said the newly added flavour is the ninth variant in its B Natural fruit beverages series.
"ITC continues to endeavour to add value to agri-produce. B Natural Punjab da Kinnow is the latest step in this direction," said V.L. Rajesh, divisional chief executive, ITC Foods Division.
"This is the first of several such launches planned that will bring to the fore traditional regional fruits," he added.
ITC said that it has partnered with Punjab Agro Juices (PAJL) to source and process the Kinnow oranges, which are available only between November and March, from farmers in Punjab, to ensure its year-round availability across Punjab, Delhi and Chandigarh.
The company further said the beverage will be available at all modern and general trade outlets across Punjab, Chandigarh and the national capital region in convenient pack sizes of 200 ml and one litre priced respectively at Rs.20 and Rs.99.
B Natural juices were launched last year. While the fruit for this ninth variant is sourced in Punjab, it will be processed and packed at ITC's manufacturing facility in Bengaluru, the company said.