Britannia brings in loads of fun-in-between its sandwich cream biscuit Treat, to grow the INR 1800 crore premium cream biscuits category
From kiddy to cool – Treat promises ingenuous ‘Fun- in- between’ its chocolatey, crunchy shell
Britannia Industries Limited, the leader in the premium cream biscuits category, is set to restage its popular sandwich cream biscuit brand, Treat. The company has baked the perfect recipe for the brand which includes a revamped, delicious product range with crunchier, chocolatier shells, and super soft cream in between. The brand’s packaging has also undergone a significant change and is young-at-heart with a vibrant shelf- throw.
Treat is Britannia’s largest selling sandwich creams brand, and with its restage, the company aims to give a fillip to its leadership in the premium cream biscuits market and infuse much needed excitement and growth in the category.
At the core of the brand’s all new recipe for success, lies a key shift – the brand will no longer target only young kids but broaden its target audience to include tweens and teens.
As the brand steps up its appeal to tweens and teens, the promise to be a partner for ingenious, no-holds-barred fun, was evidently the perfect lever to focus on. The insight came from the regimented and rather monotonous lives that tweens and teens live today and the craving they have for some in-between moments of pure, unadulterated fun. And hence, ‘Fun- in -Between’ was the coinage that the company felt best captures what the product delivers.
The centre piece of the restage is the product revamp. The restage will be led by 2 variants, Cool Vanilla, which is the highest selling variant in the category and a completely revamped Chocolate variant – Funky Choco. Fruit Creams i.e. Orange, Strawberry & Pineapple have also been re-designed. The biscuit shell wears a contemporary design and is crunchier and chocolatier than before. A special technology has been used to make the cream soft and extra creamy, which will deliver an extremely indulgent, never-before taste experience.
Ali Harris Shere, VP, Marketing, Britannia Industries, says, “With the restage of Treat, the aim is to further strengthen our domination in the premium cream biscuits segment where we are already market leaders, and gain significant headroom from our nearest competitor. With this restage, we will deliver an appreciable spike in the taste and flavour experience and are sure to appeal to tweens and teens, more than ever before”.
The restage will be supported by hi-decibel marketing initiatives including an exciting digital campaign, a large TV campaign and sampling to drive trials, across significant markets across the country.