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BAKERY

Britannia to invest Rs 100 crore to grow premium cream biscuit category
Saturday, 26 August, 2017, 08 : 00 AM [IST]
Our Bureau, Bengaluru
Britannia Industries Ltd, the leader in the premium cream biscuit category, is now investing Rs 100 crore in the next one year to give a boost to its three premium cream biscuit brands, Pure Magic, Bourbon, and Treat.

Of this, Rs 50 crore has been earmarked for Treat, as it is set to restage its popular sandwich cream biscuit brand.

“The biscuit major expects around 10-12 per cent of its revenue to come from overseas markets in the next three t6o five years, and plans to set up a plant in Nepal as part of global business expansion,” stated Varun Berry, managing director, Britannia.

In fiscal 2016-17, it registered consolidated net sales of Rs 9,232.30 crore and around seven per cent came in from overseas markets.

A substantial part came in from the Middle-East, where the company has two overseas manufacturing units in Dubai and the Sultanate of Oman. It is focusing to enter more markets, including Myanmar and Africa.

The company will also earmark aprroximately Rs 55 crore to set up its first overseas Greenfield production unit in Nepal to cater to the local demand. Currently it exports to Nepal.

At the company’s product has baked the perfect recipe for the brand, which includes a revamped, delicious product range with crunchier, chocolatier shells, and super soft cream in between.

The brand’s packaging has also undergone a significant change and is young-at-heart with a vibrant shelf- throw.

“Treat is Britannia’s largest selling sandwich cream brand, and with its restage, the company aims to give a fillip to its leadership in the premium cream biscuit market and infuse much needed excitement and growth in the category,” said Ali Harris Shere, vice-president, marketing, Britannia Industries.

At the core of the brand’s all new recipe for success lies a key shift - the brand will no longer target only young kids, but also broaden its target audience to include tweens and teens.

As the brand steps up its appeal to tweens and teens, the promise to be a partner for ingenious, no-holds-barred fun, was evidently the perfect lever to focus on.

The insight came from the regimented and rather monotonous lives that tweens and teens live today and the craving they have for some in-between moments of pure, unadulterated fun.

And hence, fun-in-between was the coinage that the company felt best captured what the product delivered.

The centre piece of the restage is the product revamp.

The restage will be led by two variants - Cool Vanilla (which is the highest-selling variant in the category) and a completely-revamped chocolate variant (Funky Choco).

Fruit Creams (i e orange, strawberry and pineapple) have also been re-designed.

The biscuit shell wears a contemporary design and is crunchier and chocolatier than before.

A special technology has been used to make the cream soft and extra creamy, which will deliver an extremely indulgent, never-before taste experience.

Shere stated, “With the restage of Treat, the aim is to further strengthen our domination in the premium cream biscuit segment where we are already market leaders, and gain significant headroom from our nearest competitor.”

“With this restage, we will deliver an appreciable spike in the taste and flavour experience and are sure to appeal to tweens and teens, more than ever before,” he added.

The restage will be supported by hi-decibel marketing initiatives, including an exciting digital campaign, a large television campaign and sampling to drive trials, across significant markets across the country.

The vanilla, chocolate and fruit creams will be available in packs priced at Rs 10 and Rs 30.
 
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