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NEW LAUNCHES

Britannia Industries launches Good Day Wonderfulls in three variants
Friday, 19 May, 2017, 08 : 00 AM [IST]
Our Bureau, Mumbai
Britannia Industries Limited launched Good Day Wonderfulls in three variants - Choco Nut, Butter Almond and Berries & Nuts - to strengthen the company’s dominance in the Rs 4,000-crore premium cookie category.

The launch of Good Day Wonderfulls comes on the back of the insight that Indian cookie consumers are actively seeking newer, richer tastes.

Good Day Wonderfulls combines the wonder of a cookie delivered through its rich taste, crumbly bite and melt-in-the-mouth experience, and the fullness of exotic ingredients like cranberries, blackcurrant, roasted almonds, nuts and chocolate.

“The mid-premium cookie segment has grown by 23 per cent last year, which clearly indicates that Indian consumers are upgrading to indulgent cookies. They now demand unique formats and richer cookie experiences,” said Ali Harris Shere, vice-president, marketing.

“Good Day Wonderfulls reflects the consumer’s aspirations for new taste experiences in food. To deliver this, we have invested significantly in bringing new technology expertise into our fold,” he added.

South India is the largest and most evolved market for premium categories and the product and the communication will be rolled out first in South India.

The launch in the South will be followed soon after by a national roll out. All three variants of Britannia Good Day Wonderfulls will be available in 30g and 75g packs, priced at Rs 10 and Rs 25, respectively.

Britannia Good Day Wonderfulls will take forward the brand’s Smile More for a Good Day philosophy.

The brand is launching a high-decibel television campaign, with an commercial starring its brand ambassador, Bollywood actress Deepika Padukone, and this will be supported through sampling to drive trials, consumer contests and social media activation.

Good Day is Britannia’s largest brand with a revenue of Rs 2,600 crore, and reaches over 30 per cent of the households across the country.

The brand has a range of variants, including cashew, butter, choco-chips and a super-premium offering called Good Day Chunkies, a brand of artisanal cookies.
 
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