Britannia to strengthen cake portfolio, work on regional flavors in biscuits

3 min read

2 years ago

Bakery meals firm Britannia Industries will search to faucet alternatives within the cake class by means of the launch of progressive merchandise at totally different worth factors and growth in rural markets, in accordance with the corporate’s newest annual report.

Britannia’s technique is to strengthen the cake portfolio by launching new merchandise, premiumising and rising the bottom cake portfolio, and creating new-to-market codecs at inexpensive worth factors.

“This category offers various opportunities for launch of innovative products at different price points and expansion in rural markets,” it mentioned.

However, the class additionally faces a major menace from inflation in commodity costs and the emergence of disruptive codecs at entry-level worth factors, mentioned Britannia.

Moreover, general, the business progress within the cake section has been affected on account of faculty closures on account of the pandemic, decline in out-of-home consumption, and sluggish financial circumstances, it added.

For its flagship biscuit enterprise, Britannia is engaged on various regional preferences and can proceed to construct on localised methods to win in ‘many Indias’.

It has launched Milk Bikis Atta within the Hindi-speaking states, Britannia 50-50 Golmaal for japanese markets, and lately Marie Gold Jeera, which has been developed in partnership with chosen homemakers in Tamil Nadu by curating native flavors from their kitchen, to cater to the style buds of the state.

Besides, additionally it is engineering upgrades to faucet into customers transferring up the financial ladder into the biscuits section.

It has “continued to nourish its long-term strategy of driving upgrades through launches such as Good Day Harmony and Milk Bikis Classic aimed at upgrading consumers of these brands to more premium offerings”.

It plans to “incubate the ‘fresh business’ through the launch of multiple products viz., dahi, paneer, greek yogurt and smoothies under the ‘Come Alive’ brand.”

Britannia can also be engaged on progress within the section by means of channel combine and is evaluating partnerships with Quick Service Restaurants (QSRs) and eating places.

“Scaling up availability is key to meeting the business goals and your company has improved distribution of cheese and Winkin’ Cow across traditional channels while developing e-commerce as a pivotal part of its distribution strategy,” it mentioned, including Britannia is “also evaluating partnerships with QSRs and restaurants in the coming years”.

Last month Britannia had mentioned its dairy drinks model Winkin’ Cow has surpassed Rs 100-crore income mark and it’s increasing its choices to numerous segments within the class — with the infusion of consumer-led franchise-building in addition to portfolio expansions.

However, the corporate additionally faces challenges and has been utilizing the facility of expertise by means of an app to watch procurement and safe high quality and productiveness whereas curbing dependency on co-packers by commissioning a state-of-the-art dairy manufacturing facility in Ranjangaon, Maharashtra.

“Since the dairy business is environment friendly, it has high salience for your company’s long-term quest to develop sustainable businesses. The challenges continue to come from our dependencies in milk procurement and manufacturing through co-packers,” it mentioned.

Moreover, an growing development in enter costs comparable to labour and uncooked materials in latest occasions additionally poses main challenges to the dairy enterprise.

In the bread section, it’s growing the share of the value-added portfolio.

The firm has continued its give attention to enhancements in infrastructure and distribution to make sure higher high quality merchandise and larger attain, significantly in e-commerce and fashionable commerce within the section, the report mentioned