Bengaluru: Britannia Industries Ltd on Thursday said it had revamped its flagship cookie brand Good-Day, giving it a new logo and packaging design, in a bid to refresh the three-decade-old brand that contributes close to 30% of sales at the country’s largest biscuit maker.
In a new ad film made by McCann Worldgroup’s Prasoon Joshi, the brand has been repositioned with a new logo resembling a smile.
Expanding Good-Day, which has a 70% share of the premium cookies market, was Varun Berry’s foremost priority when he took over as managing director of the Rs7,100 crore company in March 2014, at a time when rivals such as ITC Ltd were chipping away at Britannia’s market share.
“Good-Day being the leader in the premium cookie category needed to redefine the category and raise the bar,” the company said in a statement.
The company has also enhanced the taste of the cookie that was first launched in 1987 while maintaining the price point.
To counter competition and boost margins, Britannia has undertaken a string of measures including focussing on a “power brand” strategy and streamlining its distribution.
As a result it has revamped its more mature and core brands, including Milk Bikis and Good-Day starting this year.
Berry has also focussed on trimming the company’s 200 plus stock keeping units (SKUs) to make Britannia’s product portfolio leaner. This year alone, the company has shed 15 SKUs.
It has put money behind a research and development facility – spending close to Rs 65 crore to push more innovative products across cookies, dairy products and cakes.