Packaging becomes the new preservative as ITC, D2C brands chase clean-label snacking
Food and D2C players are pouring ~50% more into multi-layer and paperboard packaging to enable preservative-free, clean-label products. ITC leans on in-house paperboards for Yoga Bar and Fabelle. Better-for-you now tops 30% of category spend as 55% of consumers seek preservative-free snacks.
Indian food and D2C brands are investing heavily in advanced multi-layer and paperboard packaging to enable preservative-free, clean-label products, driven by health-conscious demand. ITC leverages in-house paperboards for brands like Yoga Bar and Fabelle; premium packs boost shelf appeal and sales.
Why this matters
ITC's packaging push extends its clean-label bets after entering cola wars with B Natural Coconut Cola, a healthier fizz play. The move comes as ITC trades at 52-week highs while peers like Future Retail slide.
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