Britannia Industries strengthens its chocolate cream portfolio; launches Pure Magic Choco Lush

Continues to delight chocolate lovers with the tempting new format of chocolate centre filled biscuits

Britannia Industries, one of India's leading biscuit maker, credited for serving consumers with a range of indulgent biscuits, now entices chocolate lovers with the launch of a premium chocolate centre filled biscuit - Pure Magic Choco Lush. The launch of Pure Magic Chocolush comes at a time when the aspirational consumers seek newer & differentiated experiences.

Pure Magic is synonymous with a blissful synergy of superior liquid chocolate cream experience, tucked inside crunchy layers of biscuit. Britannia's Pure Magic Chocolush is a differentiated launch in the premium chocolate centre filled biscuits space which constitutes about 10% of the total 1500 crore premium cream biscuits category.  

Like the name suggests, Choco Lush, is one of the most chocolaty biscuits available today with 40% chocolate. It is crafted with generous amounts of liquid chocolate filling, wrapped in a crisp, oblong shaped chocolaty biscuit that has proven to offer a significantly superior experience, in all consumer tests. Crafted with state-of-the-art technology, the biscuit maintains a magical balance between the crunchy bite of the biscuit and the liquid choco centre.

Keeping in line with the evolving consumer behavior of being online, Britannia pre - launched Choco Lush exclusively on Twitter last month. The campaign went live for a period of 5 days and Twitter was abuzz with conversations and garnered more than 100 million impressions with a unique reach of 5 million.

Ali Harris Shere, Director Marketing at Britannia Industries said “Pure Magic Chocolush is a truly differentiated product with oblong shape offering a Belgian chocolate experience and we are confident that it will re-define the centrefills cream segment. A pre-view of Chocolush on twitter was the first ever in FMCG and has helped Pure Magic Chocolush generate large scale trials for the brand before it reaches retail shelf. The initial response has been very encouraging."

The product packaging has been strategically designed to capture consumers' immediate attention to the product. The inviting packaging is sure to drive consumers to unlock the magical experience.

The product is now available at modern & general trade outlets across the country in an attractive pack of 75 gms priced at Rs 30.

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