Britannia enters the chocolate segment

Britannia marked its presence for the first time in the real chocolate space and will position the product with the main focus on modern retail and ecommerce.
  • The company has extended its Pure Magic biscuit brand to chocolate wafers, in the format of slabs of chocolate on top of biscuits.
  • It will be competing with brands such as Nestle’s Kit Kat.
  • There has been a slackening of biscuit consumption among youth and Pure Magic will bring back young adults with the innovation that Britannia has undertaken.
  • Britannia has a current share of over 30% in the biscuits segment and mainly competes with Parle and ITC.
The chocolate category has been facing headwinds but Britannia managed to take a leap forward by entering new product categories to become a total foods company. Britannia has also identified driving premium products, stepping up distribution and attaining cost leadership as core focus areas.

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