Britannia Good Day launches new identity, inspired by the many Smiles of India

India, 20 December 2021: Britannia Good Day, urban India’s largest biscuit brand revealed its new identity today. As a top trusted food brand in the country, Britannia Good Day enjoys deep inroads of consumption in both, urban and rural India. Launched in 1987, Britannia Good Day created the ‘Cookie’ category in India- and made dry fruits and nuts accessible to Indian households for the 1st time. The brand that has always propagated happiness, today said the rich and varied smiles of India has inspired its makeover. The all-new Good Day biscuit design will sport different kinds of smilesfrom the dimpled smile to the small smile, from the big smile to the double dimpled smiles. So consumers can experience Kayi Smiles, Nayi Smiles…in every pack of Britannia Good Day!

 A high intensity launch is underway with the new packs reaching more than 4.8 million retail outlets across the length and breadth of India. The brand has rolled out a high decibel media plan to announce its new identity. The communication will be channelled through print, TV, social media and outdoor. A first of its kind augmented reality experience has been specially designed to make consumers feel an integral part of the campaign.

 The all-new packaging also brings alive the concept of diverse smiles as each SKU will have pack designs with different smiles on the pack.

 Commenting on the launch of Britannia Good Day’s new identity, Varun Berry, Managing Director, Britannia Industries Limited said, “Isn’t it interesting that in our daily interactions, the parting wish to people is always a “Good Day”, no matter how our own day is panning out. This universal insight inspires the work we do on Good Day. The core idea of Good Day has always been about spreading happiness. Today the brand has undergone its biggest makeover to date, to reflect the diverse smiles of India. Every pack of Good Day across the country will carry multiple smiles as part of the biscuit design. This is the biggest tribute we can pay to the beautiful smiles of the large and loyal consumer base of Good Day, which has ensured the continued success of the brand in both urban and rural India”.

 The new pack will be launched across all four variants of Good Day - Butter, Cashew, Cashew Almond, and Pista Badam. Starting at Rs 5, the new Good Day packs are already available across markets across all the standard price points in various pack sizes.

 About Britannia Industries Ltd.

 With over a 100-year legacy and a turnover of over INR 11,000 crore, Britannia Industries is India’s largest Bakery Foods Company, also present in many other food categories and with a growing presence across the globe. Cherished by many generations of Indians, Britannia produces India’s favourite brands like Good Day, Tiger, NutriChoice, Milk Bikis, Marie Gold, Little Hearts and others and is present in over half of Indian households. Britannia’s portfolio of products expands beyond biscuits and includes dairy, cake, rusk and breads. The company is present in more than 80 countries across North America, Europe, Africa, South East Asia and GCC and is growing at the pace of 1 new geography a year, in terms of local manufacturing operations. Britannia and its flagship brands are routinely voted amongst India’s most trusted, valuable, and popular brands in various Consumer and Industry surveys conducted by prestigious organizations like Millward Brown, IMRB and WPP Group, among others. Britannia takes pride in staying true to its vision of ‘Eat Healthy, Think Better’. It is India’s first Zero Transfat food Company and 47% of its product portfolio is fortified with essential micro-nutrients.

 Britannia believes that ‘Taste & Trust’ are its sobriquets and constantly endeavors to make a Billion Indians reach out for a delightful and delicious Britannia product anywhere, anytime!

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