| Mumbai: May 23rd, 2006: Britannia Industries Ltd,
today announced the launch of 'Marie Gold Doubles' - an unique three
layered Marie in a delightful double taste of orange and chocolate.
This innovative double taste has been created through a unique technology
that enables a layer of chocolate to be embedded between two layers
of orange
MarieGold doubles is unique in several other ways too.
" An unusual finger shaped biscuit, not round
" Attractive sleeve packaging for the first time in the biscuit
category
Its Crisp, Light, Healthy and Delicious!
Marie Gold, one of Britannia's oldest and flagship brands, now
offers this exciting and new variant targeted at young and old alike.
Marie is one of the fastest growing biscuit sub category and Britannia
already has significant presence in it with a nearly 50% share of
market. Marie Gold has been predominantly eaten with tea. The unique
and exciting taste of Marie Gold Doubles will however, make it an
ideal snack for non-tea / beverage drinking occasions too.
Speaking at the launch of Marie Gold Doubles, Ms. Richa Arora,
General Manager & Head of Marketing and Innovation, said, "At
Britannia, we constantly endeavour to delight our customers with
high quality, innovative products. Marie Gold Doubles is the result
of extensive efforts of our Marketing and R&D teams. We are
confident it will strike a chord with consumers & add significantly
to Britannia's Image".
After formally unveiling Marie Gold Doubles, Ms. Mandira Bedi,
Actor & TV Host said, "I am delighted to be associated
with one of India's leading companies "Britannia" and
the launch of 'Marie Gold Doubles'. Marie Gold Doubles is light,
tasty & a healthy eat and is the perfect snack to munch on for
people like me who are constantly on the move, juggling two things
at the same time, be it balancing my personal and professional life
or hopping from one shoot to the other, entertaining or travelling.
I am sure its unique taste & shape will make it a favourite
across the country".
Marie Gold Doubles, introduced in a 150gms pack of 30 biscuits,
is priced competitively at Rs.15/-. The attractive sleeve packaging
gives it a premium look and enhances the distinctiveness of the
offering
Marie Gold Doubles will be available in all leading stores across
the country and will be supported by an exciting communication programme
across all consumer touchpoints.
About Britannia:
Britannia is the Market leader in the organized biscuit and bakery
product market in India and has always been the pioneer in product
innovation. Biscuits contribute to nearly 90 % of Britannia's total
turnover. Britannia is synonymous with 'biscuits' and Brands like
MarieGold, Good Day, 50-50 and Tiger have become a household name
in the country.
For Further Information:
Saritha Prem / Amit Gidwani
Madison PR
saritha@fort.madisonindia.com
amit@fort.madisonindia.com
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