The Hindu Business Line : Britannia unveils Marie variant

NEW FLAVOUR: Actor and TV host Mandira Bedi with Ms Richa Arora, General Manager & Head of Marketing, Britannia Industries, at the launch of Marie Gold Doubles biscuit in Mumbai on Tuesday. — Paul Noronha

Mumbai , May 23

Britannia Industries has launched Marie Gold Doubles — a three-layered Marie with the double taste of orange and chocolate. Pegging its new, flavoured variant on par with the existing Marie Gold brand (Rs 15 for 150 gm of 30 biscuits), Marie Gold Doubles is positioned on the taste platform.

At a press conference, Ms Richa Arora, General Manager and Head - Marketing and Innovation, said, "The Marie category is the fastest growing one in biscuits today. It is the next popular product after glucose in the biscuits category." Having test-marketed its new Marie variant in the southern markets for the past one year, Britannia expects its product to move away from being `bland and boring' with its new orange and chocolate flavour.

With a new campaign, the biscuits major xpects to draw in new consumers to the Marie category.

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