Biscuit manufacturer Britannia Industries Ltd, the company behind brands such as Tiger, Good Day and Marie, is firming up plans to extend its brand to a range of desserts revolving around premium cookies it is developing.
To sell these quick-serve desserts, the company will launch a new retail platform, a chain of branded kiosks across high-consumer-traffic locations such as malls and multiplexes. Sources close to the development, who did not wish to be identified, told Mint that the dessert business is being driven by the company’s “innovation group” and the group is close to finalizing the first product in its range, which will be launched around May.
When contacted, Richa Arora, Britannia Industries general manager, marketing, did not give out any details but said: “Britannia is looking at offerings at the premium-end very soon. And it’s not just cookies or desserts we are looking at. We believe that consumers are ready for an experience of a different kind that goes beyond just products. ”
Visitors to large malls and multiplexes can look forward to satiating their sweet tooth with a range of parfaits—cookies served up with ice cream, a range of toppings made out of fruits and chocolates and finished off with a dollop of whipped cream.
According to the sources, the desserts can be made to order, and will cost over Rs100 a serving.
They also said Britannia would sell a premium range of cookies, based on chocolate and exotic nuts, at the kiosks. Australian Foods, the manufacturer of cookie brand Cookie Man, already sells its cookies through kiosks at malls and even at airports.
Britannia reported sales of Rs1,891 crore and a net profit of Rs1,46.4 crore for the year ended 31 March 2006. For the nine months ended 31 December 2006, it announced sales of Rs1,687.6 crore and a net profit of Rs67.8 crore.