BRITANNIA
Whether we are in college or on any vacation. Our only desire is Britannia biscuits on road trips, at chai stalls, and for midnight snacks.
According to company records, Britannia began production of sweet and fancy biscuits in 1918 at its Kolkata headquarters. Bourbon was introduced in 1955. And it was exactly 43 years ago, in 1978, that the Milk Bikis began.
Britannia is one of India’s largest food companies, with annual revenues exceeding Rs. 10000 crore. Over 50% of Indian homes have access to their products via over 5 million retail outlets. About 40 million biscuits are baked here every day. They operate 24/6 270 days a year.
BRITANNIA MILK BIKIS
Britannia’s Milk Bikis is the company’s fourth most popular brand, behind Good Day, Marie and Tiger. It is Good Day’s most popular product in Tamil Nadu, which is the product’s largest market (about 370 million packs a month). Two years after Tiger was launched, developers feared it would take sales away from Milk Bikis in Tamil Nadu.
Britannia, which produces milk biscuits, recently re-released its Milk Bikis Classic after receiving overwhelming demand from consumers.
In promoting its “an ode to simpler times” campaign that sought to recall good childhood memories, Britannia received a surge of requests to bring back the classic pack, and the company listened to them.
VICE PRESIDENT STATEMENT
Britannia Industries Vice President Marketing Vinay Subramanyam said that The cult biscuit of the 80s and 90s generation has been relaunched in its original design, which includes the familiar Britannia logo on the biscuit, the familiar bottle on the pack, and the same milky taste .The consumers of Tamil Nadu have grown up eating Milk Bikis. It is a brand with a huge emotional connection with the state. During these times, we are realizing that our desire for the past is even stronger. The simpler we were, the friendlier we were.
He added that he find it unsettling to see our childhood markers disappearing from our children’s lives and to be unable to share that with them. And that is why we decided to bring back MK Bikis Classic.
SOCIAL MEDIA CAMPAIGN
The re-launch was the result of a consumer vote all over Tamil Nadu, where influencers and consumers shared memories about the old pack. This is why #BringBackMilkBikisClassic and #MyMilkBikisMemories trended across social media with netizens sharing their most memorable experiences with the brand. A million requests to bring back Milk Bikis Classic were received by the brand
Asked about the market share, he said that Britannia Milk Bikis has 90 per cent market share in the milk biscuit category in the State.
NEW PRICE
Another query regarding the expected increase in market share after the relaunch, Subramanyam explained that the launch was more about celebrating the emotions and bonds that the brand shares with Tamil Nadu consumers.
Milk Bikis Classic retails at Rs 10 per 65 grams and will be exclusively available in the state across all modern and retail trade formats