Britannia to reinvigorate Tiger brand, eyes breakfast and premium segments

·        Britannia is looking at creating new categories in the premium segment while reinvigorating its mainstay Tiger brand of biscuits in the value segment.
·        It is planning to enter the breakfast segment to evolve into a complete foods company by delivering healthy, tasty & nutritious breakfast which is wholesome and also safe for the family.
·        Premium products which account for about 40-45% of Britannia’s product portfolio will soon be launching evolved cakes and rusks.
·        Consumers today are more aspirational & are experimenting a lot more on premium, indulgent products not only in the food category but everything.
·        Tiger is an important carrier brand of growth in all the villages where basic biscuits are available & with Tiger Glucose & Tiger Creams doing well compared to the value brand market, Britannia is focusing on the core portfolio (Tiger) by delivering every variant of Tiger & keeping the cost intact.
·        It also plans to add products in the dairy segment under which it currently sells cheese, ghee, butter, milk and yogurt among other products.
Date : 19th January 2017