Britannia Industries Limited, announced the launch of Good Day Wonderfulls, to strengthen the Company’s dominance in the highly competitive, INR 4000 crore category of Premium Cookies. Good Day is Britannia’s largest brand with a revenue of INR 2600 crores, and reaching over 30% households in the country. The brand has a range of variants including cashew, butter, Choco-chips and a super-premium offering called Good Day Chunkies, a brand of artesanal cookies.
“The mid-premium cookie segment has grown by 23% last year which clearly indicates that Indian consumers are upgrading to indulgent cookies. They now demand unique formats and richer cookie experiences” said, Ali Harris Shere, VP, Marketing. “Good Day Wonderfulls reflects the consumer's aspirations for new taste experiences in food. To deliver this, we have invested significantly in bringing new technology expertise into our fold" he added.
The launch of Good Day Wonderfulls comes on the back of the insight that Indian cookie consumers are actively seeking newer, richer tastes. The brand has a range of 3 variants - Choco nut, Butter Almond, and Berries & Nuts. Good Day Wonderfulls combines the wonder of a cookie delivered through its rich taste, crumbly bite and melt in mouth experience, and the fullness of exotic ingredients like cranberries, black currant, roasted almonds, nuts and chocolate.
South India is the largest and most evolved market for premium categories and the product and the communication will be rolled out first in South India. The launch in South will be followed soon after with a national roll out. All 3 variants of Britannia Good Day Wonderfulls will be available at Rs. 10 for 30 grams and Rs. 25 for 75 grams.
Britannia Good Day Wonderfulls will take forward the ‘Smile More for a Good Day' philosophy of brand Good Day. The brand is launching a high decibel TV campaign, with an ad commercial starring Good Day’s brand ambassador and popular Bollywood star, Deepika Padukone and this will be supported through sampling to drive trials, consumer contests and social media activation.