Britannia cel­e­brates 100 years in In­dia

Progressive Grocer (India) - - Market Update -

Britannia In­dus­tries Lim­ited re­cently marked the 100th an­niver­sary of its found­ing in 1918. To cel­e­brate the mile­stone, the com­pany re­vealed a new brand iden­tity and phi­los­o­phy, il­lus­trat­ing the com­pany’s vi­sion to be­come the ‘fu­ture of food’ – a global to­tal foods com­pany. As part of its centenary cel­e­bra­tions, Britannia un­veiled its new logo that re­flects its abil­ity to thrive in the age of dig­i­tal con­sumers and con­struc­tive innovation. In ad­di­tion, the com­pany an­nounced that it will launch 50 new prod­ucts in the next 12 months and en­ter new and ex­cit­ing cat­e­gories in­clud­ing crois­sants and cream wafers. A range of in­no­va­tions in cakes and rusk with for­mats as di­verse as Swiss rolls, muffins and multi-grain rusk were also an­nounced. Launches in other macro-snack­ing cat­e­gories and an ex­cit­ing pipe­line lies ahead. As a strate­gic thrust to strengthen back end in­te­gra­tion to its dairy business, Britannia re­cently com­menced a milk pro­cure­ment pro­gramme in Ran­jan­gaon, Ma­ha­rash­tra, which it has pi­loted with 8 milk col­lec­tion cen­tres spread across a net­work of 650 farm­ers. With end-to-end au­to­mated world-class fa­cil­i­ties built for do­mes­tic and in­ter­na­tional mar­kets, Britannia brings down the cost of man­u­fac­tur­ing and strength­ens the par­a­digm of be­ing a least cost man­u­fac­turer. As the com­pany gears up for the next 100 years, their R&D team is set to fos­ter break­through innovation and cre­ate sus­tain­able com­pet­i­tive ad­van­tage.

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