The Hindu Business Line : Britannia bullish on Treat brand

Mumbai, Sept. 2 Biscuit major Britannia is expecting its Treat brand of kids’ biscuits to grow at 20 per cent this year. With new launches in store, there would be a series of ‘new indulgence’ products under the brand.

According to Ms Shalin Degan, Category Director, Britannia, “There would be a range of finger-licking products under the Treat brand. These would be new indulgences for children in different areas and we are currently running the project under the code name of Magic.” Treat is the second largest brand in its Kids Delight and Lifestyle category and comes after its cookies brand of Goodday. “Treat as a brand comprises 20 per cent of the categories total sales, while Goodday contributes about 40 per cent of sales in the same category,” added Ms Degan.

Exploring new SKUs to make the brand more affordable for children, Britannia has now introduced a Rs 5 price point for its Treat Fruit Rolls brand. “We are targeting children with pocket money through the new price point,” said Ms Degan.

For the festival season, Britannia has decided to unleash a Hindi feature film Hari Puttar, comedy of errors. Featuring its Treat’s brand mascot — Funtoon- Masti Ka Boss — the in-film branding is expected to have a rub off on the equity of the brand with children.

Mr Neeraj Chandra, Vice-President, Sales, Marketing & Innovation, Britannia Industries, said, “The Treat brand stands for fun, masti and mischief.”

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