Britannia makes first of several launches

Britannia, the biscuits major, has sort of gone to town all over the country with its new snacking brand, 50-50 Pepper Chakkar. With this launch it seeks to tap into the snacks market helped by the health attribute that baked food like biscuits has.

It has created a dedicated website for the brand and over the last few days launched an teaser campaign through ads and SMSes that has secured one lakh hits, said Richa Arora, Britannia's head of marketing and innovation.

The teaser is meant to create an excitement among young people and get them to find out about the new offering instead of telling it all in a prosaic straightforward communication. Over the last few days people in bright costumes have been walking up and down M G Road as part of the campaign.

Over the next few months Britannia will roll out a number of products which sort of marks a new phase of activity. This is its first national launch after a limited launch in Tamil Nadu and another in the north to tap into the greetings season demand.

50-50 Pepper Chakkar is priced midway between Tiger and Goodday, is cheaper than other snacks and is "is a health alternative to snacks at a great price," Arora claimed.

She insisted that despite the advent of a range of biscuits from ITC Foods during the year Britannia's market share has been "very stable" and "we welcome competition" SNACK TIME

With the launch of 50-50 Pepper Chakkar Brittania seeks to tap the snacks market

It has created a website for the brand and launched a teaser campaign through ads and SMSes

The other route for allocation of captive blocks is through a screening committee