~ The new sub-brand ‘Good Morning’ will help mothers make their morning tension free ~
Mumbai, August 16, 2018: Britannia Industries Ltd., further strengthening their dominance in the Milk Biscuits category, today announced the launch of Milk Bikis Good Morning Choco Milk Cookies in Tamil Nadu.
Milk Bikis is a Rs. 700 crore brand that commands a 60% national market share in the milk biscuits category, and over 90% in TN. The brand is consumed by more than 40% households in Tamil Nadu every month.
This new cookie is a combination of the goodness of milk and the deliciousness of chocolate that promises to make mornings more fun and nutritious for kids and tension free for mothers.
The launch of Milk Bikis Good Morning comes on the back of the insight that fast-paced lifestyles have started to rob the ‘Good’ from mornings, especially for a mother and her child. While everyone acknowledges the importance of a right nutritional start to the day, in reality, mornings are stressful and often filled with compromises. Milk Bikis Good Morning aims to bridge the gap between nutrition and taste, as the Choco Milk Cookies have been crafted keeping in mind the eating habits of children, particularly in the mornings.
Speaking at the launch of Milk Bikis Good Morning biscuits, Ali Harris Shere, VP – Marketing, Britannia Industries Limited said “Mornings usually start off as a race for mothers to get their children ready for school, starting from getting them to wake up on time to eating something solid before leaving for school, the end to this morning ordeal is never pleasant. Our aim with Milk Bikis Good Morning cookies is to make every morning a good morning by providing a win-win situation for both the mother and child”
The Company has rolled out a large media campaign to support the launch. The new TVC showcases every mother’s morning struggle and how Milk Bikis Good Morning comes to the rescue to ensure each morning starts with a good morning.
Milk Bikis Good Morning Choco Milk Cookies will be available at Rs. 5 (32 grams) and Rs. 10 (64 grams).