As a strategy to accelerate growth in dairy business, biscuits major Britannia Industries Ltd is planning to launch Milk Man Lassi in larger variants of 750 ml packs by the first week of December. The launch of larger packs arrive as an extended variant to the existing 2O0 ml packs. It comes close on the heels of the company’s foray into the business of branded lassi and milk.
The introduction of larger packs would be positioned as a wholesome family pack for weekend consumption. The 750 ml packs will offer greater options to the consumer and will become a direct mode to strongly withstand competition from the unbranded players.
Britannia officials also added that as an initiative to create instant brand awareness for the new variant of 750 ml Milk Man Lassi packs, there will be an extensive and comprehensive use of alternative mass media like railway trains, restaurants and menu cards.
As a strategy to initiate a strong leveraging presence in the dairy business, Britannia had launched lassi and milk under the brand Milk Man. Milk Man is the largest branded player operating in the organised lassi market.