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Britannia to launch new range of breads

Last Updated: Thursday, July 12, 2012 - 19:28

Chandigarh: Food products major Britannia Industries on Thursday said it would soon roll out new range of breads, including multi-fiber, multi grain, whole wheat and honey oats, as it seeks to strengthen its presence in healthy food market of Rs 5,500 crore.

"New range of our bread in healthy range will be multi-fiber, multi grain, whole wheat and honey oats will soon be launched in the country," company?s Category Director Health and Wellness, Anuradha Narasimhan told reporters here on Thursday.

She said the market size of healthy food products in the country is pegged at Rs 5,500 crore which is growing at more than 15 percent per annum.

The total food industry in India stands at Rs 11 lakh crore while out of which 91 percent is held by unbranded products.

The company, which is keen to position itself as nutritious and healthy range of food products, on Thursday also launched vitamin enriched bread here as north including Delhi, Uttar Pradesh and Punjab are the largest bread markets in the country.

"At Britannia, we have taken this nutritious, highly palatable food to the next level by enriching it with goodness of 10 essential vitamins. With the introduction of these breads, we will strengthen our promise of health to our consumers," she said.

The price range of the bread is pegged at Rs 10 for 200 gm and Rs 28 for 800 gm.

Country’s total bread market stands at Rs 1,300 crore and Britannia claimed to have 50 percent market share of it.

Asked about any revision in prices of bread, she refused to comment but she said that the company had been cutting its cost to the tune of Rs 160 crore per annum by bringing efficiency and reducing wastage.

Britannia, with a total turnover of Rs 5,500 crore. has total production capacity of 60,000 tonne per month of all range of items including biscuits, bread etc.

PTI

First Published: Thursday, July 12, 2012 - 19:28
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