Mumbai, 25th August, 2017: Britannia Industries Limited, the leader in the premium cream biscuits category, is set to restage its popular sandwich cream biscuit brand, Treat. The company 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 creams brand, and with its restage, the company aims to give a fillip to its leadership in the premium cream biscuits market and infuse much needed excitement and growth in the category.
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 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 captures what the product delivers.
The centre piece of the restage is the product revamp. The restage will be led by 2 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 & 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.
Ali Harris Shere, VP, Marketing, Britannia Industries, says, “With the restage of Treat, the aim is to further strengthen our domination in the premium cream biscuits 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”.
The restage will be supported by hi-decibel marketing initiatives including an exciting digital campaign, a large TV campaign and sampling to drive trials, across significant markets across the country.
The vanilla, chocolate and fruit creams will be available at Rs. 10 and Rs. 30 packs.
Britannia Company Profile
Britannia Industries is one of India’s leading food companies with a 100 year legacy and annual revenues in excess of Rs. 8500 Cr. Britannia is among the most trusted food brands, and manufactures India’s favourite food brands like Good Day, Tiger, NutriChoice, Milk Bikis and Marie Gold which are household names in India. Britannia is a brand which many generations of Indians have grown up with. Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy products including Cheese, Beverages, Milk and Yoghurt. Britannia products are available across the country in over 4 million retail outlets and reach over 50% of Indian homes.
The company’s Dairy business contributes close to 10 per cent of revenue and Britannia dairy products directly reach close to 700, 000 outlets and over 3 million outlets through indirect distribution.
Britannia Bread is the largest brand in the organized bread market with an annual turnover of 1.1 lac tonnes in volume and Rs.385 crores in value. The business operates with 13 factories and 5 franchisees selling close to 1 mn loaves daily across more than 73 cities and towns of India.
Britannia takes pride in having stayed true to its credo, ‘Eat Healthy, Think Better’. Having removed over 8500 tonnes of Trans Fats from products, Britannia became India’s first Zero Trans Fat Company. Over 50% of the Company’s portfolio is enriched with essential micro- nutrients which nourish the body.
The company set up the Britannia Nutrition Foundation in 2009, and began working with under-privileged, under-nourished children by supplementing their daily meals with an Iron and multiple micro- nutrient fortified product. The Foundation works through Public Private Partnerships with both Governments and NGOs.
Brand Britannia is listed amongst the most trusted, valuable and popular brands in various surveys conducted by prestigious organizations like Millward Brown, IMRB, WPP Group and Havas Media Group to name a few.
Britannia believes that ‘Taste & Trust’ are its sobriquet and will constantly endeavour to make a Billion Indians reach out for a delightful and healthy Britannia product several times a day!