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Britannia storms into diabetes biscuit space with NutriChoice
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Friday, 19 November, 2010, 08 : 00 AM [IST]
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Nandita Vijay, Bangalore
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Britannia Industries Ltd has now entered the diabetes management space with the launch of NutriChoice Diabetic Friendly Essentials. The new product is the First Ever ‘Diabetic Friendly’ snack in India to meet the nutrition and taste needs of a person with diabetes, providing enjoyment of diet, feeling of satisfaction and feeling active for longer.
According to Ms Vinita Bali, Managing Director, Britannia Industries Ltd, “NutriChoice is our flagship Health Brand and has launched several innovative products like Hi Fibre biscuits and 5 Grain biscuits to meet the health and lifestyle needs of emerging India.
For Britannia, the NutriChoice Diabetic Friendly Essentials is its first entry in the strategy of specialised/functional food. As part of its marketing strategy, the company will address consumers through mass media advertising and experiential activation. It also plans to focus its sales through channels including chemists, doctors and nutritionists.
NutriChoice is Britannia’s premier health and youngest brand in the portfolio which has been growing at over 25 per cent annually and is amongst the fastest growing brands in the biscuit category. It seeks to get adults to shift to healthier choices by offering them the most relevant offerings. The brand has three varieties: Hi Fibre Digestive for gut friendliness, 5 Grain for wholesome goodness and Nature Spice Cracker for Healthy Snacking.
“When we identified diabetes as an area of concern for our consumers and set about creating an offering for people suffering from the diabetes condition, our natural choice was NutriChoice. Our intent was to create ‘the right snack’ for in-between meal occasions to offer healthier alternatives,” Anuradha Narasimhan, Category Director - Health & Wellness, Britannia, told F&B News in an e-mail interaction.
India has around 5 crore people who suffer from diabetes and experience energy dips during the day. NutriChoice was created with the support of nutritionists and experts from the medical fraternity. “The product is developed as a no-sugar, zero cholesterol, trans fat, extra dietary fibres with complex carbohydrates. As a snack product, it can be consumed in any mid-meal breaks. We are aiming to convert 5-6 lakh people to becoming regular consumers of the product in the first one year,” she added.
On whether the company was looking for similar introductions with its other products, Ms Narasimhan said that the company viewed innovation as a key component of its business strategy and its first foray into specialised food was made with this novel product.
With the adult health and wellness space estimated to be around Rs 6,000 crore and registering a growth of around 20 per cent annually, the company is of the opinion that NutriChoice could be the leading Health Brand as it combines three attributes of health, delight and convenience for consumers.
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