Britannia Industries is coming up with new launches in healthy-breakfast segment with oats and pohas to grab the market share in the ready-to-eat space, which is growing at CAGR of 15%, thanks to rising disposable income the mushrooming nuclear families have developed love for healthy breakfast mixes.
The company is speficically targeting these middle-lower income groups who usually crave for ready-to-eat items and has launched healthy breakfast mixes of upmas, veg poha, chinese poha, braoken wheat poha, manchurain upma, savory oats and strawberry oats and each will be priced between Rs. 33 per 170 grams to Rs. 105 per 400 grams, the release added.
Vinita Bali, Managing Director, Britannia Industries said, "We have launched a breakfast solution combined with convenience, health and taste. The products have great health value as they contain no transfats, no cholesterol, no MSG and no preservatives," in a press release.
However, the entry by the country’s largest biscuit-maker into this segment, will not be easy, as firstly several players from ITC, MTR, Kohinoor Foods, Bambino have already created a niche for themselves and chipping away the market share from them would require great marketing efforts along with product innovation.
No wonder, its time companies realize that, “Consumer holds the key”.
For more products from the table of Britannia, click here: http://www.britannia.co.in/overview.htm
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