Business Daily from THE HINDU group of publications
Tuesday, Aug 26, 2008
ePaper | Mobile/PDA Version | Audio
Business Daily from THE HINDU group of publications Tuesday, Aug 26, 2008 ePaper | Mobile/PDA Version | Audio |
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Corporate
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New Products & Services Britannia launches 5 grain biscuit 
Mr Neeraj Chandra, Vice-President, Sales, Marketing and Innovation, Britannia Industries Ltd, at the launch in the Capital on Monday. Our Bureau New Delhi, Aug 25 Britannia has launched a ‘5 Grain’ biscuit under the NutriChoice brand which it believes is the healthiest substitute for in-between meal cravings. Priced at Rs 40 for 12, the 17-grams biscuit could be the largest around and contains no cholesterol and zero trans fats. The biscuit maker is betting on it being welcomed by an increasingly health-conscious consumer, and has sub packed it in more convenient-to-carry packets of three. A new campaign, with two commercials crafted by Lowe, will be aired to promote the biscuits. The company is likely to spend around Rs 6 crore, over a few months, on advertising that includes outdoor, stickers and bookmarks promoting a healthier living. According to Mr Neeraj Chandra, VP – Sales and Marketing, the ready-to-eat ‘meal on the go’ that doesn’t compromise on taste has a niche market of its own and is different from products on the shelf. Inflation and the rise of raw materials by more than 20 per cent have led the biscuit maker to increase costs by 8-10 per cent. Wheat, milk, oils prices had all gone up forcing the company to take on a price hikes after almost seven years, said Mr Chandra. “We are a mass based business and our margin base is not such that we can continue to absorb rising costs,” he said. More Stories on : New Products & Services | Dairy & Dairy Products
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