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Britannia 5050 goes desi with Mathri Masti

- Launches a new variant of 5050 crackers with an Indian twist

- Consolidates and strengthens its Crackers portfolio under Britannia 5050 brand umbrella

India 21 October 2016: Britannia adds yet another first-of-its-kind innovative product to their well-entrenched 5050 crackers portfolio –5050 Mathri Masti. The newly launched 5050 Mathri Masti promises to deliver a traditional spiced taste of home-made ‘mathri’, a popular snack item in the Hindi heartland . Made up of classic Indian flavour ingredients mainly ajwain and pepper, it will satiate your taste buds and leave you craving for more!

Britannia 5050 goes desi with Mathri Masti

Britannia 5050 goes desi with Mathri Masti

The discerning Indian consumer craves for Indian flavours in all food categories, thereby inspiring Britannia to choose the desi route while developing 50 50 MathriMasti. Though other food categories like noodles and beverages have infused traditional Indian tastes in their products, this is the first time an Indian biscuit brand is exploring this route.

The crackers category has primarily comprised of two staple variants -  salt and sweet&salty with minimal innovations for the past many years, leaving consumers craving for new experiences. Building on the success of Maska Chaska and the launch of Mathri Masti, the brand aims to offer consumers a diverse portfolio of differentiated tastes in a delightful snack- able cracker format.

5050 Mathri Masti will provide a much lighter and tastier option to consumers who want to avoid fried and oily snack options. The product will pair as a perfect snack with homemade pickle or chutneys.

On the occasion of the launch, Mr. Ali Harris Shere, VP Marketing, Britannia Industries Limited said, “We have recently consolidated the entire range of crackers under the 5050 portfolio and feel the route to grow the category is by offering consumers first-of-its-kind desi tastes in a light crispy cracker format. MathriMasti will offer consumersthe taste of their favourite homemade snack and will surely delight consumers who are bored of having regular crackers."

50 50 MathriMasti will be available at Rs. 10 for a 50 gm pack across all markets and outlets.

Britannia Company Profile

Britannia Industries is one of India’s leading food companies with a 100-year legacy and annual revenues in excess of Rs. 8500 Cr. Britannia is among the most trusted food brands, and manufactures India’s favourite food brands like Good Day, Tiger, NutriChoice, Milk Bikis and Marie Gold which are household names in India.  Britannia is a brand which many generations of Indians have grown up with. Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy products including Cheese, Beverages, Milk and Yoghurt. Britannia products are available across the country in over 4 million retail outlets and reach over 50% of Indian homes.

The company’s Dairy business contributes close to 10 per cent of revenue and Britannia dairy products directly reach close to 700, 000 outlets and over 3 million outlets through indirect distribution.

Britannia Bread is the largest brand in the organized bread market with an annual turnover of 1.1 lac tonnes in volume and Rs.385 crores in value. The business operates with 13 factories and 5 franchisees selling close to 1 mn loaves daily across more than 73 cities and towns of India.

Britannia takes pride in having stayed true to its credo, ‘Eat Healthy, Think Better’. Having removed over 8500 tonnes of Trans Fats from products, Britannia became India’s first Zero Trans Fat Company. Over 50% of the Company’s portfolio is enriched with essential micro- nutrients which nourish the body.

The company set up the Britannia Nutrition Foundation in 2009, and began working with under-privileged, under-nourished children by supplementing their daily meals with an Iron and multiple micro- nutrient fortified product. The Foundation works through Public Private Partnerships with both Governments and NGOs.

Brand Britannia is listed amongst the most trusted, valuable and popular brands in various surveys conducted by prestigious organizations like Millward Brown, IMRB, WPP Group and Havas Media Group to name a few.

Britannia believes that ‘Taste & Trust’ are its sobriquet and will constantly endeavor to make a Billion Indians reach out for a delightful and healthy Britannia product several times a day!