Britannia all set to capture greater opportunity in Health foods category; Launches NutriChoice Multigrain Thins & NutriChoice Multigrain Roasty

Britannia announced the launch of its latest health offering under the NutriChoice brand. Britannia NutriChoice is the leading health brand in the Rs. 15,000 crores large biscuits market and one of the pioneering brands in the industry to drive the need and desire for health. NutriChoice provides a range of high-on-health products for people who are concerned about health and want to pursue healthier lifestyles. Currently, NutriChoice offers a range of convenient snacking options that fit easily into modern lifestyles. The portfolio boasts of innovative offerings such as Hi-Fibre biscuits, 5 Grain biscuits and the first ever range of snacks for people with diabetes viz. Diabetic Friendly Essentials.

Vinita Bali, Managing Director ' Britannia Industries Limited said, "NutriChoice targets adults in urban India who are beginning to get conscious of the need to stay healthy. Along with this awareness and consciousness for health, comes a need for information and solutions for achieving health." She continued to add, "As part of its constant endeavor to recognize changing lifestyle trends and meet emerging consumer needs, Britannia came across the problem of unhealthy munching habits, which is fast becoming the No. 1 dietary challenge for today's generations. Our research showed that savory snacking is a big part of daily lives of Indian consumers, who at the same time are getting increasingly health sensitized and discerning about what they eat. They are desirous of healthier alternatives that promise to bring both, great health and delight together. With this launch, we envisage more people adopting health by opting for healthier alternatives."

Erratic lifestyles, diffused meal times and increased affluence have built up a culture-wide habit of consuming unhealthy and fried snacks that deliver nothing but empty calories. It is now a widely understood fact that unhealthy and fried bag snacks can lead to obesity, diabetes, high cholesterol and tummy troubles. On one hand, the consumer is increasingly getting aware about health, on the other, she still wants to live and enjoy to the fullest.