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Britannia's digital gamble for foray into healthy snacks

14-November-2011
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Britannia's digital gamble for foray into healthy snacks

Britannia is all set to launch their latest health offering under the brand NutriChoice. NutriChoice Multigrain Thins and NutriChoice Multigrain Roasty are the two snacking products with which Britannia plans to innovate to capture greater opportunity in the fast growing health foods category.

Britannia products are available across the country in over 35 lakh (3.5 million) retail outlets, at consumer-accessible price points starting at as little as Rs 2 and reach over 40% of Indian homes. Britannia NutriChoice is one of the leading health brands in the Rs. 15,000 crore large biscuits market to drive the need and desire for health.

NutriChoice Multigrain Thins will initially be available in the top 50 urban towns in three flavors viz. Classic Indian Spice, Mediterranean Herb & Tomato and Lime & Mint from November 20, 2011. Where as NutriChoice Multigrain Roasty, the roasted mixture snack will hit the markets in December, 2011 and will be initially launched in 2 variants including one that has specially been formulated for people with diabetes.

Commenting on the new product launch, Vinita Bali, Managing Director, Britannia Industries Limited said, “NutriChoice targets adults in urban India who are beginning to get conscious of the need to stay healthy. Along with this awareness and consciousness for health, comes a need for information and solutions for achieving health.”

Britannia will join the online marketing brigade with an innovative digital marketing campaign while they enter the snacking category for the first time.

Talking about the various digital campaigns, Neeraj Chandra, VP & Chief Operating Officer, Britannia Industries Limited, said, “We predominately use the online space to connect, engage and most importantly to study what our customers look for. ihealthu.com is one of the active online health forums that we launched and we look forward to communicating about fitness with the help of our array of NutriChoice products. Britannia Nutrition Foundation which is an independent, autonomous, non-profit entity has gone online to leverage the strength through Britannia’s wide stakeholder network to address the issue of child nutrition. Dial a cake from our daily bread business in Bangalore is another property that we have leveraged online. Understand the emerging online media we have jacked up 50% of our digital marketing spends compared to the last year.”

Adding to Chandra’s comment, Anuradha Narasimhan, Category Director Health & Wellness said, “We are trying to build an online health community with ihealthu.com. We want people of our community to be our advocates. We will be leveraging ihealthu through the multi online platform for maximum reach. Apart from this, we will be hosting an online contest called “Vote for your favourite snack” which will act as a teaser to our next online campaign active.”

This positioning and its extension of the communication campaign are developed by Lowe which is their creative agency and Experience Commerce, their digital agency. The campaign will break in the first week of December 2011.
 

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