IDEA GENERATION• Britannia Nutri Choice was the first brand to recognize the needs of

the fast-emerging segment of health conscious consumers in India and, for the first time, attempted to combine health with taste in the biscuits market.

Product concept• Nutri choice umbrella• Britannia's overall brand portfolio underwent a further restructuring

in 1999. As a part of this exercise, NutriChoice wascreated as a separate platform, and brands such as Britannia Thin Arrowroot, Britannia Digestive and Britannia CreamCrackers were brought under the NutriChoice umbrella to clearly differentiate them as part of the company's health offering.

• Britannia made a further attempt to strengthen its NutriChoice platform by launching a number of brands such as

• NutriChoice Good Morning and NutriChoice Junior by 2001.• Over the subsequent years, Britannia’s overall brand portfolio did not

undergo any significant change, at least until 2005.

2001-2005• the company continued to test a number of products in the market

under the NutriChoice umbrella in order to gain a holistic understanding of the psyche, tastes and preferences of Indian consumers

• The company realized that it could not simply ride the burgeoning health andwellness trend to gain acceptance in Indian households, but would need to communicate the overall value proposition and the possible health benefits associated with the consumption of these brands clearly.

In 2005• With a change in the company’s management in 2005, Britannia once

again underwent a transformation, as its product portfolio and overall marketing approach were overhauled. As part of this restructuring, the company separated its biscuit offerings into ‘delight and lifestyle’ and ‘health and nutrition’ categories to clearly align its marketing efforts according to the target audience.

• Now, NutriChoice brand a frontrunner in promoting the concept of ‘health, taste and happiness’ in the biscuits category in India.

In 2005• NutriChoice led the way in offering a ‘health with taste’ proposition

as Indian consumers always perceived healthy food to be low on taste and flavor

In 2009• In 2009, Britannia undertook a number of initiatives to streamline and

strengthen its marketing approach, encompassing thecreation of two distinct marketing functions ‘health and nutrition’ and ‘delight and lifestyle’ portfolios.

• The ‘Eat Healthy, Think• Better’ campaign was repositioned to ‘Zindagi Mein Life’, which

means adding enjoyable vitality to life.

• The ‘health and nutrition’ platform comprises brands such as Tiger, Milk Bikis, Marie Gold and NutriChoice;

• ‘delight• and lifestyle’ platform consist of brands such as Good Day, Treat, 50-

50 and Pure Magic.• A number of initiatives have been taken to strengthen the ‘health and

nutrition’ portfolio of brands, including the company's• decision to remove trans-fats from its entire portfolio of brands,

leading to the removal of an estimated 8,500 tons of fat

Britannia launched a promotional campaign during the 2010 new-year, whichoffered consumers a week-long pre-activated gym pass at a renowned fitness center in India, a gym sipper bottle and a dietchart

In 2010• added significant credibility to the ‘health plus taste plus lifestyle’

positioning that the brand was aiming for.