Britannia Industries has launched Vita Marie Honey Oats biscuits a low-fat, cholesterol-free biscuit brand targeting the health-conscious consumers in urban areas. With the launch of Vita Marie Honey Oats biscuits the company enters the adult health and wellness food segment, which is worth Rs 5,000 crore and growing at 25 percent per annum.
The company expects a portion of the current consumers of its Marie brand to switch over to this product as it would be a healthier option for the health-conscious adults, especially women, as a tea time biscuit. The Rs 14,000-crore biscuit market in India is growing at 16 to 18 percent per annum and the company would target the major cities as potential market for this brand.
From glucose biscuits to small pack cookies the company has seen a shift of demand in biscuit segment. In recent past the market for glucose biscuits came down from 33 percent to 23.4 percent while that for value pack cookies has grown to 25 percent from 14-15 percent as the buyers of glucose biscuits switched to the cookie segment. Britannia Industries derives almost 90 percent of the Rs 4,600 crore turnover from biscuit business of which around 50 percent is from the health and wellness products.
Britannia, one of the India’s biggest brands of the country, has a market share of 33%. More-than-a-century old Britannia has launched big brands in FMCG Segment. The company is expanding its customer base by launching new products and renovating existing ones. Britannia s brands now have greater availability in rural markets and pervasive presence in modern trade. It launched various brands in biscuits, bread, cake and rusk business. It has launched brands like Tiger, Britannia 50:50, Good Day, Britannia Treat, Marie and many more.
| Company Name | CMP |
|---|---|
| Nestle | 2227.95 |
| Britannia Inds | 4910.00 |
| Varun Beverages | 627.95 |
| Marico | 597.05 |
| Hatsun Agro Product | 1071.30 |
| View more.. | |
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