Britannia launches expands premium biscuit range

Launches Pure Magic Choco Lush biscuit that contains 40% chocolate

Britannia Industries has expanded its premium biscuit offerings by launching premium chocolate centre filled biscuit - Pure Magic Choco Lush. Choco Lush contains 40% chocolate, the company said.

"Pure Magic is synonymous with a blissful synergy of superior liquid chocolate cream experience, tucked inside crunchy layers of biscuit," the company said in a statement.

Britannia's Pure Magic Choco Lush is a differentiated launch in the premium chocolate centre filled biscuits space which constitutes about 10% of Rs 1,500 crore premium cream biscuits category.

Keeping in line with the evolving consumer behavior of being online, Britannia had pre-launched Choco Lush exclusively on Twitter last month. The campaign went live for a period of 5 days and Twitter was abuzz with conversations and garnered more than 100 million impressions with a unique reach of 5 million.

"Pure Magic Choco Lush is a truly differentiated product with oblong shape offering a Belgian chocolate experience and we are confident that it will re-define the centrefills cream segment. A pre-view of Choco Lush on Twitter was the first ever in FMCG and has helped Pure Magic Choco Lush generate large scale trials for the brand before it reaches retail shelf. The initial response has been very encouraging," Ali Harris Shere, Director Marketing at Britannia Industries said.

The product is available at modern & general trade outlets across the country in a pack of 75 gms priced at Rs 30.