Britannia shifts focus to small packs as in-home consumption tapers

Rs 5 price point to the straddle portfolio as out-of-home consumption slowly comes back

Britannia is putting in place a strategy that involves taking Rs 5 packets beyond the core brands of Marie Gold, Good Day, and Milk Bikis. This comes amid people gradually stepping out, and in-home consumption heading south.

The firm has several launches lined up over the next couple of months in categories including biscuits, crackers, and cakes, Managing Director Varun Berry told Business Standard.

“We are looking at democratisation of our products,” said Berry. The firm recently launched layered cakes for Rs 5, and lassi under the Winkin Cow brand at Rs 20. It has also rolled out Treat Bursts, which are