Britannia eyes premium biscuits segment with Pure Magic
Aiming to carve a niche for itself in the premium biscuits segment, Britannia Industries today relaunched its 'Pure Magic' brand with a wider product range.
By PTI |
NEW DELHI: Aiming to carve a niche for itself in the premium biscuits segment, Britannia Industries today relaunched its 'Pure Magic' brand with a wider product range.
The company has also tied up with large format organised retail players like Big Apple, Spencers, Food World and Heritage Fresh for distribution.
"Earlier we were selling only Danish cookies under Pure Magic but the brand need not be restricted only to a product. That's why we are offering the brand with a wider offering," Britannia Industries General Manager Marketing Richa Arora told reporters here.
She said the company would be launching the Pure Magic range of products, which are priced between Rs 35 and Rs 200, initially in Delhi and Bangalore only. It will have four different products under the range.
"There will be limited number of outlets through which we retail Pure Magic. In Delhi we have tied up with Big Apple, while in Bangalore we will be retailing through Spencer, Foor World and Heritage Fresh," Arora added.
Asked about the company revenue expectations from the premium biscuits, she said the company was not looking it as a volumes driver and it would be premature to put targets.
The company has also tied up with large format organised retail players like Big Apple, Spencers, Food World and Heritage Fresh for distribution.
"Earlier we were selling only Danish cookies under Pure Magic but the brand need not be restricted only to a product. That's why we are offering the brand with a wider offering," Britannia Industries General Manager Marketing Richa Arora told reporters here.
She said the company would be launching the Pure Magic range of products, which are priced between Rs 35 and Rs 200, initially in Delhi and Bangalore only. It will have four different products under the range.
"There will be limited number of outlets through which we retail Pure Magic. In Delhi we have tied up with Big Apple, while in Bangalore we will be retailing through Spencer, Foor World and Heritage Fresh," Arora added.
Asked about the company revenue expectations from the premium biscuits, she said the company was not looking it as a volumes driver and it would be premature to put targets.
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