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Britannia launches Masala Chaas containing jeera, curry leaves, ginger
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Saturday, 22 December, 2012, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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fiogf49gjkf0d Britannia Industries Ltd., one of India’s most trusted food brands with a diverse portfolio of products in biscuits, bakery and dairy categories, has launched Masala Chaas – a milk-based beverage spiced with jeera, curry leaves and ginger. It will initially be available at all leading modern trade outlets across major Indian cities.
 Packed in a 150ml bottle priced at Rs 15, it will have a shelf life of four months before opening and can be stored in an ambient environment. The launch marks Britannia's foray into F&B outlets, which account for a significant part of Indians' out of home consumption.
Speaking at the launch, Ashok Namboodiri, head, dairy business, Britannia Industries Ltd, said,
“Chaas has been an integral part of India’s cuisine, no meal is complete without a glass of buttermilk. Packaged chaas has emerged as a fast-growing category driven by convenience, consistent taste and new age lifestyle.”
“There is a strong preference and shift seen towards usage of convenient, ready to use, foods as people do not want to invest time in preparing them. Britannia Masala Chaas offers the same experience without the hassle of preparing it. Secondly, there is also a trend emerging of substituting carbonated high calorie drinks with low calorie healthy drinks and Dairy Drinks, which Britannia is targeting,” he said.
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