Britannia brings a disruptive food experience with Cake Biscotti

Britannia Industries has introduced its latest offering – the Britannia Cake Biscotti, which combines the aroma and taste of a cake and the light soft crunchy bite of a cookie. It will be available in two delicious variants of Fruit n Nut and Choconut.

Britannia is the only player in this sector to launch and distribute a packaged Cake Biscotti.

The new and disruptive food innovation is in line with the company’s focus on bringing to India, the best of international food repertoire. At the same time, the Cake Biscotti also brings together an array of familiar sensorials, keeping in mind the taste preferences of the Indian consumer.  This makes the Britannia Cake Biscotti a classic ‘Bridge’ product, that is, it combines the best of the world of a cake and that of a cookie.

The unique process of creating a Cake Biscotti gives a feeling that it is hand crafted and the process of double baking ensures that the product has a crunchy bite and mellow flavour experience.

On the launch, Manjunath Desai, Vice President of Strategy and Business Development at Britannia Industries, said, “Britannia is always looking to capitalise on its expertise in the baking business and its understanding of the taste and preferences of the Indian consumer to offer them truly new and exciting food experiences. Cake Biscotti aims to popularise an interesting bridge format by combining the delight of a cake with the crunch of a cookie. It sets the launch of a new category and will be backed by aggressive consumer sampling, digital marketing and in store promotions and visibility.”

The Britannia Cake Biscotti hit retail shelves in July. The product will be available in all general retail stores, modern trade stores (super markets) across key urban markets in India and online through e-commerce sites.