Established in 1918, Britannia Industries Limited has completed 100 years in the business. To celebrate the milestone, the company has launched a new brand identity and philosophy. Also, with an intention of becoming a global, total foods company, Britannia will launch 50 new products in 12 months.
“Through the last 100 years, Britannia has brought smiles and delight to many an Indian and is one of the most trusted names in every Indian household. Our focus on consistent-everyday execution, a sharp focus on staying relevant to consumers and a keen innovation mindset have made this journey an exciting one. We will continue to delight India with healthy and exciting food products. As we take decisive strides in becoming a total foods company, we will also step up our plans to take Britannia to the globe,” said Varun Berry, Managing Director, Britannia Industries Limited. “With a growing appetite for innovative and differentiated product offerings, today’s consumer is more discerning, is making healthier choices, and expects unerring quality. This drives our relentless focus on delivering consumer delight,” he added.
The company intends to make a foray into new categories, including croissants, cream wafers and enhance product offerings in existing categories. The company’s play in value-added dairy will also receive a boost.
Britannia’s logo, which has undergone a change after 20 years, was developed in close consultation with the global branding agency Interbrand.
The company will also roll out a multi-media campaign to mark their 100-year anniversary.
“As we step into the next big phase, it’s time for our brand to be future-ready and represent the company we aim to be – one that is exciting, offers goodness and meets consumers where they are. With this new brand identity, we look to elevate the brand through a design that is simple and elegant, yet uniquely Britannia. The 100-year campaign, set to roll out soon, is our way of expressing gratitude to the secret ingredient of our success – our consumers,” said Ali Harris Shere, VP, Marketing, Britannia.
Britannia will strengthen its core business of biscuits. The biscuit vertical will see an array of innovations and relaunches across multiple categories. The plans include new product formats and democratisation of premium offerings. A new visual identity will also be rolled out in three lakh retail locations in the country.
As a strategic thrust to strengthen backend integration to its dairy business, Britannia has commenced a milk procurement programme in Ranjangaon, Maharashtra. This is the site of the company’s up and coming, manufacturing facility. The company aims to scale up to 30+ centres by end of FY 2018. Britannia dairy will be launching a slew of value-added products across cheese, milk drinks and dairy whitener categories in the next two quarters.