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Britannia Industries launches 'Masala Chaas'

Posted On: 2012-12-22 09:36:00

Britannia Industries Ltd., one of India's most trusted food brands with a diverse portfolio of products in biscuits, bakery and dairy categories, has launched Masala Chaas - a light Milk based Beverage.

To replicate the the experience of homemade chaas, Britannia Masala Chaas has natural ingredients like Jeera, Curry Leaves and Ginger added to it giving it the authentic homemade taste and feel. It is best had chilled and leaves you with a "cool ehsaas".

Speaking at the launch , Mr. Ashok Namboodiri, Head - Dairy Business, Britannia Industries Ltd., said "Chaas has been an integral part of India's cuisine, no meal is complete without a glass of buttermilk. Packaged Chaas has emerged as a fast growing category driven by convenience, consistent taste and new age lifestyle. There is a strong preference and shift seen towards usage of convenient, ready to use, foods as people do not want to invest time in preparing them. Britannia Masala Chaas offers the same experience without the " jhanjhat" of preparing it. Secondly, there is also a trend emerging of substituting carbonated high calorie drinks with low calorie healthy drinks and Dairy Drinks, which Britannia is targeting.

"Britannia Masala Chaas" also marks the extension of Britannia into F&B outlets where a large part of "Out of Home" consumption happens."

The "Masala Chaas" comes in attractive and convenient packaging which is easy to carry and can be had on the go as compared to other existing formats. The shelf life is 4 months before opening and can be stored in an ambient environment. Britannia Masala Chaas will be priced at Rs 15/- per 150 ml pack.

This launch further enhances Britannia's active foray into healthy milk based products. and adds to building the Britannia credo of "Drink Healthy, Think Better".

Britannia Masala Chaas will be initially launched across Modern Trade outlets across major Cities in India.

Source: Equity Bulls

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