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Britannia re-invents the chocolate cream biscuit experience, 60 years after introducing the category in India


Britannia re-invents the chocolate cream biscuit experience, 60 years after introducing the category in India

Posted On: 2015-03-22 09:50:12



Britannia Industries, which introduced the world's favourite chocolate cream biscuit, Britannia Bourbon in India in 1955, has taken the original chocolate biscuit experience to an all new high with the re-launch of Britannia Bourbon in a reinvented chocolaty and crunchy combination.

Britannia Bourbon's appeal has always cut across segments and age group, making it a preferred brand for a delightful chocolate experience. Keeping in mind the consumers who love the chocolate experience, Britannia has strategically worked on innovating Britannia Bourbon's product attributes and now offers a significantly superior experience adding to the original sinful indulgence.

The original Britannia Bourbon, fondly recalled for its smooth chocolaty cr�me packed between two crunchy choco crusts, topped with sugar crystals has transformed into a darker, richer and crispier couplet with an even more generous sprinkle of sugar crystals. The notably re-crafted product maintains a magical balance between the original and the re-invented, as one bites into the biscuit.

Ali Harris Shere, Director Marketing at Britannia Industries said "Through our innovative launches we speak to our consumers about our endeavor to keep pace with their changing needs, tastes and preferences. Britannia Bourbon has emerged as an iconic brand that consumers connect with. Be it an adolescent or an adult, both have fond memories or a life event to recall pertaining to Britannia Bourbon.

The brand's shift in proposition marks the start of a journey where it intends to strengthen its credentials with the youth by connecting through the relevant life insight of 'Thoda Aur', making it an irresistible temptation. Bourbon now has Thoda Aur chocolate and crunch, and resonates with the youth's philosophy of wanting more out of everything in life."

The product packaging has also been made more youthful, contemporary and attractive. The colors are bright, the creative is inviting and enticing and the quality of packaging ensures that the delectable taste of the biscuits remains fresh for long.

The product is now available at modern & general trade outlets across the country in convenient pack sizes of 30/60/120/150/300 gms and priced at Rs 5/10/20/26/50 respectively.

Shares of BRITANNIA INDUSTRIES LTD. was last trading in BSE at Rs.2123.2 as compared to the previous close of Rs. 2213.25. The total number of shares traded during the day was 19554 in over 4870 trades.

The stock hit an intraday high of Rs. 2240 and intraday low of 2079.15. The net turnover during the day was Rs. 42237798

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