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Britannia to expand scope of brands

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To launch new products under Tiger, Good Day, Treat

The company seeks to expand conventional association of brand and product to include new items.

Chennai , Dec. 22

Britannia Industries Ltd plans to expand the scope of its brands by launching new products under them.

According to Ms Richa Arora, General Manager, Head - Marketing & Innovation, Britannia Industries Ltd, this will liberate the existing brands from their conventional image.

"Conventionally, a product and a brand have been synonymous. For instance, a glucose biscuit brand means a rectangular glucose biscuit maker. Why should this be so? We want to expand this conventional association of brand and product to include new items," she said, briefing presspersons here.

Over the next year, the company will launch new products under its large brands such as Tiger, Good Day, Marie Gold, Pure Magic, 50:50 and Treat. These include a `namkeen' snack under the 50:50 brand called `50:50 chutkule' and a new product under the Tiger brand.

More under Treat

Recently, the company launched its second product under the Treat brand (better known for cream biscuits) called `Fruit Rollz' in Tamil Nadu and Maharashtra. Priced at Rs 10 per pack, it contains four rolls and is available in four flavours including apple, strawberry, orange and dates.

There are plans to launch a third product under Treat, said Ms Arora. The theme of Treat has been `to discover hidden treasure inside the product pack' and `Fruit Rollz' fits that theme. In fact, the television advertisement for `Fruit Rollz' features the same family as that in Treat cream biscuits, she said.

Ad spend

The company has earmarked an ad spend of about Rs 3 crore for the Treat brand and expects revenues from `Fruit Rollz' to be about Rs 24 crore (15 per cent of the Rs 160 crore Treat Brand) over the next year.

Besides print and television ads, the company has tied up with Radio Mirchi for an ad spot. It will also visit about 400 schools in Bangalore, Chennai, Mumbai, New Delhi and Kolkata organising contests for children. The company will also bring out a publication for children and is in talks with publishers, bookstores and retail outlets in this regard.

`Fruit Rollz' is currently being manufactured in West Asia by a third party and is likely to be manufactured in India in future, said Ms Arora.

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