Good Day cookie goes premium
The cookie battle is gaining steam. Domestic biscuit major Britannia is taking its biggest brand by value, Good Day cookies, into a higher price bracket with the launch of premium variants.
By Shruti Sabharwal, TNN |
BANGALORE: The cookie battle is gaining steam. Domestic biscuit major Britannia is taking its biggest brand by value, Good Day cookies, into a higher price bracket with the launch of premium variants.
The latest move tracks crosstown rival ITC Foods��� recent entry into the cookie segment under Golden Bakery brand, positioning it as a premium offering. Britannia���s front-line brand has seen competition intensifying with hitherto niche players like Unibic turning aggressive. The Nusli Wadia-managed Britannia���s move to fend off a potential challenge is not surprising considering Good Day���s nearly 60% share of the packaged cookie segment.
The freshly-baked boutique brands like Australia���s Cookie Man and others have helped turn consumer focus on to the cookie segment, which report faster traction compared to other segments in the Rs 7,500-crore biscuit market growing 18% annually. Cookies now account for roughly 16% share of the overall biscuit consumption.
The variants of Good Day cookies have been launched in three new flavours ��� chocolate ecstasy, rum and raisin and butterscotch ��� and are priced around 30% over the existing range at Rs 15 for a 75 gram pack. ITC had launched their Golden Bakery cookies earlier this year, also priced at Rs 15 for a 75 gram pack. According to Britannia V-P (marketing and sales) Neeraj Chandra, the aim is to get more people to buy cookies and buy the Good Day brand.
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