Britannia cream biscuit brand covers Treat, Bourbon, and Pure Majic and to redecorate these brands, the company is planning to invest Rs. 100 crore as these brands help to achieve 10% more margin than other brands.
Ali Harris Shere, Vice-President, Marketing, Britannia, said, We want to increase our share in the creams segment from 35% to 50% in the next two years. The first step is to re-stage brands like Treat with new variants and advertising with a Rs. 50-crore investment and then the rest of the creams portfolio for brands like Bourbon and Pure Magic, which can go up to Rs. 100 crore.
Ali added, Being the market leader in the creams segment, we are revamping our creams portfolio to strengthen our position where we have competition from ITC and Mondelez (Oreo).
Britannia is currently the market leader in the premium segment with over 58% share and has sales turnover of Rs.7,500 crore from the biscuits range.
Ali also added, We are giving our consumers a ladder to shift to premium brands since we have stock keeping units at similar price points across our brands. We expect someone buying a Rs. 5-Tiger brand to upgrade to Good Day at the same price point but lesser grammage.
In past three years, Britannia has managed to double its distribution operations from 7.5 lakh to 15 lakh outlets.