Britannia launches its newest cookie out of the Good Day oven-Good Day Wonderfulls
Aims to strengthen its dominance in the Premium Cookies category
Britannia Industries Limited, today announced the launch of Good Day Wonderfulls, to strengthen the Company’s dominance in the highly competitive, INR 4000 crore category of Premium Cookies.
Good Day is Britannia’s largest brand with a revenue of INR 2600 crores, and reaching over 30% households in the country. The brand has a range of variants including cashew, butter, Choco-chips and a super-premium offering called Good Day Chunkies, a brand of artesanal cookies.
The launch of Good Day Wonderfulls comes on the back of the insight that Indian cookie consumers are actively seeking newer, richer tastes. The brand has a range of 3 variants – Choco nut, Butter Almond, and Berries & Nuts. Good Day Wonderfulls combines the wonder of a cookie delivered through its rich taste, crumbly bite and melt in mouth experience, and the fullness of exotic ingredients like cranberries, black currant, roasted almonds, nuts and chocolate.
“The mid-premium cookie segment has grown by 23% last year which clearly indicates that Indian consumers are upgrading to indulgent cookies. They now demand unique formats and richer cookie experiences” said, Ali Harris Shere, VP, Marketing. “Good Day Wonderfulls reflects the consumer’s aspirations for new taste experiences in food. To deliver this, we have invested significantly in bringing new technology expertise into our fold” he added.
South India is the largest and most evolved market for premium categories and the product and the communication will be rolled out first in South India. The launch in South will be followed soon after with a national roll out. All 3 variants of Britannia Good Day Wonderfulls will be available at Rs. 10 for 30 grams and Rs. 25 for 75 grams.
Britannia Good Day Wonderfulls will take forward the ‘Smile More for a Good Day’ philosophy of brand Good Day. The brand is launching a high decibel TV campaign, with an ad commercial starring Good Day’s brand ambassador and popular Bollywood star, Deepika Padukone and this will be supported through sampling to drive trials, consumer contests and social media activation.
Britannia Industries is one of India’s leading food companies with a 100 year legacy and annual revenues in excess of Rs. 8500 Cr. Britannia is among the most trusted food brands, and manufactures India’s favorite food brands like Good Day, Tiger, NutriChoice, Milk Bikis and Marie Gold which are household names in India. Britannia is a brand which many generations of Indians have grown up with. Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy products including Cheese, Beverages, Milk and Yoghurt. Britannia products are available across the country in over 4 million retail outlets and reach over 50% of Indian homes.
The company’s Dairy business contributes close to 10 per cent of revenue and Britannia dairy products directly reach close to 700, 000 outlets and over 3 million outlets through indirect distribution.
Britannia Bread is the largest brand in the organized bread market with an annual turnover of 1.1 lac tonnes in volume and Rs.385 crores in value. The business operates with 13 factories and 5 franchisees selling close to 1 mn loaves daily across more than 73 cities and towns of India.
Britannia takes pride in having stayed true to its credo, ‘Eat Healthy, Think Better’. Having removed over 8500 tonnes of Trans Fats from products, Britannia became India’s first Zero Trans Fat Company. Over 50% of the Company’s portfolio is enriched with essential micro- nutrients which nourish the body.
The company set up the Britannia Nutrition Foundation in 2009, and began working with under-privileged, under-nourished children by supplementing their daily meals with an Iron and multiple micro- nutrient fortified product. The Foundation works through Public Private Partnerships with both Governments and NGOs.
Brand Britannia is listed amongst the most trusted, valuable and popular brands in various surveys conducted by prestigious organizations like Millward Brown, IMRB, WPP Group and Havas Media Group to name a few.
Britannia believes that ‘Taste & Trust’ are its sobriquet and will constantly endeavour to make a Billion Indians reach out for a delightful and healthy Britannia product several times a day!