Monday, January 21, 2019


Britannia launches Pure Magic Deuce, maiden bridge product in biscuits
Wednesday, 03 January, 2018, 08 : 00 AM [IST]
Our Bureau, Bengaluru
Britannia Industries Ltd unveiled a super-premium, indulgent biscuit called Pure Magic Deuce. It marked the company’s into bridge products, an unprecedented product format, which is a lucrative and fast-growing segment within foods.

The product, which consists of a dark, crispy biscuit with a slab of luxurious chocolate, bears testimony to the company’s commitment to drive innovations, deliver superior product experiences and become a total foods company.

The company opined that there had been no real innovation in the biscuit category in well over eight years, and Pure Magic Deuce was the very first disruptive innovation that the category had witnessed in a long time.

The product has gone through iterative development over the last one-and-a-half years in the company’s research and development (R&D) centre and Danish technology has been deployed to manufacture the product.

The product format has been created keeping in mind, youthful, indulgence seekers, who are constantly on the look-out for new food and snacking experiences.

The coupling of a biscuit and a slab of chocolate sets it apart from other chocolate biscuits in the market, including chocolate sandwich biscuits, chocolate chip cookies and centre-filled cookies.  

The rich indulgence of Pure Magic Deuce comes in two variants, Milk Choco and White Choco. It is available in a 60g pack containing six biscuits.

Ali Harris Shere, vice-president, marketing, Britannia Industries Ltd, said, “Indian consumers are increasingly demanding new and unique formats and snacking experiences.”

“What’s special about Pure Magic Deuce is its format; a slab of chocolate on a dark, crispy biscuit. This is truly the first disruptive innovation in the biscuit category in a very long time,” he added.

“We see this as a huge opportunity to expand our footprint in the macro-snacking category in India and move closer to our ambition of becoming a total foods company,” Shere said.

The product is currently available in Delhi, Mumbai, Chennai, Bengaluru, Coimbatore, Hyderabad and Pune.
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