Britannia is targeting urban women who are now more concerned about healthy lifestyle with new product launch of Vita Marie Honey Oats . Also was the decision of Britannia to set up manufacturing unit and R&D centre near Bangalore in news
Targeting the health-conscious consumers in urban areas, Britannia Industries has launched Vita Marie Honey Oats biscuits.
With this low-fat, cholesterol-free biscuit brand, the company enters the adult health and wellness food segment, which is worth Rs 5,000 crore and growing at 25 per cent per annum, according to Anuradha Narasimhan, category director (health and wellness), Britannia Industries Ltd.
She said it would be a healthier option for the health-conscious adults, especially women, as a tea time biscuit. The company expects a portion of the current consumers of its Marie brand to switch over to the product and would target the major cities as potential market.