 "Britannia")
Biscuits major Britannia Industries will be relaunching its premium cream biscuit brand, Treat, in the next one week, as the competition in the cream segment intensifies. The relaunch, backed by a Rs 50-crore marketing budget, will see the firm completely overhauling packaging and communication, led by two variants — vanilla and chocolate — Ali Harris Shere, vice-president, marketing, Britannia Industries, said.
“Premium cream biscuits segment is around 7 per cent of the total biscuit market in India, but commands 30 per cent of media investments. While we have a share of
35 per cent in this category currently, we are aiming for
