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Britannia launches Pure Magic Choco Lush in centre -filled cream space
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Saturday, 06 June, 2015, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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fiogf49gjkf0d Britannia Industries, one of India's leading biscuit makers, has launched Pure Magic Choco Lush.
According to a press release issued by the company, the product is a differentiated launch in the premium chocolate centre-filled biscuits space, which constitutes about 10% of the total Rs 1,500 crore premium cream biscuits category.
Keeping in line with the evolving consumer behaviour of being online, the company pre- launched the product exclusively on Twitter last month. The campaign went live for a period of five days.
Ali Harris Shere, director, marketing, 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 centrefill 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 is now available at modern and general trade outlets in a pack of 75 gm priced at Rs 30.
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