Maggi row helps ITC Yippee

Diversified group ITC’s instant noodles brand Yippee is inching closer to become a '1,000- crore brand, making the most out of the controversy that hit rival Nestle’s Maggi.

“Sunfeast YiPPee! as a brand is now in its fifth year post the national rollout... We are proud to say that Yippee Noodles is poised to enter the '1,000 crore club in the ITC Foods stable,” ITC divisional chief executive, foods division, V.L. Rajesh said.

Explaining Yippee’s growth pre- and post-Maggi ban, he said it was “growing at more than 40 per cent before the controversy broke out... (in June 2015), with all the competitors in the market”.

“The controversy and confusion that prevailed adversely affected the whole industry. However, with our proactive inputs and innovative campaigns, we were the fastest to recover and then exceed our old sales levels,” Mr Rajesh added.