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Britannia launches vegetarian cakes
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Tuesday, 29 September, 2009, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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 Aiming to reserve 15-20% of its portfolio for vegetarians, Britannia Industries has launched packaged egg-less fruit cake. Under the brand name of Britannia Veg. Cake, the cakes will be priced slightly higher than the egg cakes and will be launched in chocolate and other flavours, Ms Anuradha Narasimhan, category director, Health & Wellness, said in Ahmedabad.
"India has one-third of the world's vegetarians and our studies show that vegetarian mothers feel guilty for denying their children cakes due to the egg factor. So we decided to launch these egg-less cakes and have set up a factory exclusively for manufacturing them separately, away from other egg products, at Delhi," Ms Narasimhan said.
The company has identified Gujarat, Rajasthan, Uttar Pradesh, Delhi and Punjab as the key markets as maximum number of vegetarians reside in these states. Britannia's share in the Rs 1,100-crore cake market in the country would be 15-18% and Ms Narasimhan said it would be a challenge to compete with local players. "Around 60% of the market is dominated by local players and they obviously have the advantage of being fresh. But we will compete on the basis of hygiene, quality, brand name and research and development (R&D)."
For coming Diwali festival, the company has also introduces "Britannia Classic Hampers," bunch of popular brands like Good Day, Treat Jim Jam, Bourbon and Little Hearts.
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