Britannia Brings Choco chip " TIGER KRUNCH" At Rs5/-

Britannia   has launched  a low cost  chocolate chip  biscuit  in  its  Tiger brand  . Tiger  brand  has been pitched basically  by Britannia  to take on   Parle  G . Tiger  glucose biscuit   had  some success  in getting glucose market  share .  Britannia  has  since then tried to  add many   low cost variant  for mass glucose segment with  Tiger cream , Tiger Cookies  and now  Tiger Krunch   with  choco  chips  . Idea  is to provide  premium product  with  low cost   tag  to  large customer base including  rural  market .  Tiger Krunch is  priced at  Rs 5/-  bracket .

Britannia resolves ''Tiger" issue with Kraft Food Inc

Britannia and Kraft foods Inc of USA has come to an agreement with each other on use of "Tiger " brand . This was disclosed by Mr Nusli Wadia Chairman of Britannia Industries Ltd .Tiger Brand has been the main issue between earlier partner Danone which used Tiger brand in countries like Malaysia and Singapore without the consent of Britannia . A case was registered against Danone for breach of Intellectual Property. Kraft foods have bought biscuit business from Danone in year 2007.

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