Britannia Industries has sought to extend its dominance in the premium cookies segment by further fortifying its position with the introduction of a new product under its long-trusted Good Day brand.
The new product — Good Day Wonderfulls — is the latest offer from the Britannia staple.
According to Ali Harris Shere, vice-president (Marketing), Good Day Wonderfulls is the result of Britannia's keenness to stay in tune with the evolving taste needs of a modern-day consumer.
Britannia is a dominant player in the ₹4,000-crore premium cookies category. Its leadership position in this space is reflected by the fact that the Good Day brand fetches the company revenue of ₹2,600 crore. Mr. Shere said that the newly-unveiled Good Day Wonderfulls would contribute to around 10% of its total revenue from the sale of premium cookies.
“We want our brand to be relevant to the consumer,” he said, justifying periodic brand refreshment and new product introduction.
The more than 30-year-old Good Day brand has a range of variants including cashew, butter, choco-chips and a super-premium offering called Good Day Chunkies.
“Good Day Wonderfulls comes on the back of the insight that Indian cookie consumers are actively seeking newer, richer tastes,” he said. The brand has a range of 3 variants - choco nut, butter almond, and berries and nuts. All three variants of Britannia Good Day Wonderfulls will be available at ₹10 for 30 grams and ₹25 for 75 grams. “The mid-premium cookie segment has grown by 23% last year which clearly indicates that that Indian consumers are upgrading to indulgent cookies. They now demand unique formats and richer cookie experiences” he said.
Good Day Wonderfulls would be manufactured at its facility in Chennai, Mr. Shere said. Britannia, he said, had gone in for a new technology to make Good Day Wonderfulls. “These aren't moulded products. We use wire cut technology obtained from Denmark. Every cookie will give home-made kind of a feeling for consumer,” he added.
To a question, he said the company had invested close 40 crore in putting up the manufacturing line.
