Britannia Milk Bikis has launched its 100 per cent atta product with ‘Doodh Roti ki Shakti’. The move followed after a nation-wide study amongst mothers of children aged between 4 to 12, in the latter half of 2020. The data that emerged from the study showed 79 per cent of Indian moms feel the wholesomeness of traditional foods like Parantha, Daliya and Doodh Roti is what they would most want included in their kid’s diets.
The nation-wide survey also revealed the contrasting attitude towards the taste of traditional foods. While mothers love the taste of foods like Doodh roti, their children more often than not, didn’t. As a response to these findings of the survey, the new biscuit has been designed as the perfect snacking ally to parents who want to serve wholesome goodness in their children’s snack without compromising on taste.
The new biscuit has been created with the goodness of milk and now has the added benefit of atta in it, in fact 100 per cent atta. One pack of biscuits offers the energy equal to the energy provided by one glass of milk plus one roti. With this, Britannia Milk Bikis gets relaunched as Milk Bikis 100 per cent atta biscuit in some key markets across the country.
Commenting on the launch of the new product, Vinay Subramanyam, VP Marketing, Britannia Industries, said, “The 100 per cent atta Milk Bikis biscuit has been launched in response to an increasing need for wholesome nutrition for children and the power of traditional Indian foods in doing so. With the Milk Bikis 100 per cent atta biscuit, we provide the goodness of Doodh Roti which came up as one of the favorite ‘traditional Indian foods’ amongst mothers across the country. The new Milk Bikis is a perfect example of upholding the goodness of traditional values and infusing in the form of a modern milk biscuit. That’s why we have partnered with Pankaj Tripathi, who is a modern parent, yet is true to his roots and tradition.”
Puneet Kapoor, Regional Creative Officer, Lowe Lintas, said, “In a world of product parity, it’s a rare opportunity these days when we get a clear and real product advantage over competition to harp about in communication. This was one such opportunity. This was a fun story to tell with a clear, tangible product advantage put forth in an entertaining way by the finest acting talent in the industry.”