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Britannia launches 'guno se bhari' breads

30 Nov 2011

Expanding their health and wellness portfolio, Britannia launched a new range of 'healthy' bread. The new Britannia breads will come in four variants - multigrain, honey and oats, 100% whole wheat and multi-fiber.

The company claims that their range is transfat and cholesterol free and has also been enriched with ten types of vitamins like B1, B3, B12, E amongst others.

“When we talked to consumers we found out that they always valued what was between the two slices of bread more than the bread itself. For them bread was more about convenience. Therefore we decided to make bread 'guno se bhari' and make people look at what went outside rather than what went inside,” said Anuradha Narasimhan, Category Director Health & Wellness, Britannia during the launch.

Currently, the range is available only in Delhi/NCR where the company holds around 50-55% market share. Out of the total bread sales, the Northern belt contributes to approximately 75% of their sales.

Talking about the company's decision to launch in Delhi Narasimhan said, “It is the bread capital of the country. For us a sizable share of revenue comes from Delhi. We have learnt from experience that it is best to do well in one place and then carry it nationally.”

Britannia has been boosting their health range which consists of biscuits, breads, dairy products and breakfast cereals, with a slew of new products. Last month, the company came out with NutriChoice Multigrain Thins, a low calorie snack.

The new range of bread is available in 400 gm packs and has a shelf life of four days. While the multigrain and honey and oats variants are priced at Rs 25, the 100% whole wheat and multifibre are priced at Rs 22. The company also plans to bring smaller pack sizes soon.

-ImagesFood Bureau