Britannia‘s first ever co-created biscuit launched exclusively in TN, the Britannia Marie Gold Jeera

Britannia Industries Limited, India’s No.1 Bakery Foods Company announced the launch of Britannia Marie Gold Jeera, the brand’s first ever co-created biscuit! In a first of its kind initiative, the brand has worked with homemakers across the cross section of Tamil Nadu to co-create a biscuit exclusively for the state. The biscuit’s key ingredient is Jeera that is a favorite ingredient of the state for its health benefits and distinct taste. 

Tamil Nadu prides itself on its unique culture & heritage. As a customer centric organization, Britannia wanted to celebrate the state’s love for the brand by launching an innovative product that is specially curated to suit the local tastes of the region. Britannia has always been a trendsetter in the biscuit category in India, and the brand constantly listens to its consumers and innovates its products as per their needs and preferences. Britannia Marie Gold has an impressive penetration in TN, reaching more than 90% households and holding a dominant market leadership position.

Given the high affinity of the state towards the brand, Britannia decided to let the consumers have a hand in creating a new marie biscuit for themselves. Britannia Marie Gold in collaboration with Momspresso has partnered with 300 local women homemakers in Tamil Nadu to co-create a new product for the state – Marie Gold Jeera. This is Britannia’s first ever co-created product with consumers for a specific region or state.

Commenting on this new innovation, Amit Doshi, Chief Marketing Officer, Britannia Industries Ltd. said, “Tamil Nadu is one of Britannia’s largest markets in terms of affinity and market share. Marie Gold is one of our largest brands and has the trust of millions of consumers, especially in TN. At Britannia, we strive towards incessant innovation of our product lines with the inclusion of new flavours, ingredients to cater to the local audiences’ taste palettes. This product innovation takes our special bond with the state of Tamil Nadu to an all new level, by launching our first ever co-created biscuit, Britannia Marie Gold Jeera, exclusively for TN and in partnership with TN’s homemakers. We believe there is no greater way to embody consumer centricity than that.”

Commenting on the announcement, Prashant Sinha, Co-Founder at Momspresso said, “Indian Moms are the key decision-makers within every family, and understanding their requirements becomes even more essential for brands to serve their customers better. We studied the requirements of Moms in Tamil Nadu through our wide network of Mommy bloggers and influencers and came up with the popular choice of ingredient for Britannia Marie Gold. We are delighted that Britannia partnered with us and we were able to contribute to their journey of building a new product for the Tamil Nadu region.”

The 73.5g Marie Gold Jeera pack is available at Rs 10 and 200g Marie Gold Jeera at Rs 30.


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