French food major Danone has taken Tiger, the flagship biscuit brand of Britannia Industries Ltd, to Indonesia, Pakistan, Malaysia and Egypt.
Britannia biscuits are being sold in Indonesia, Pakistan and other countries.
BANGALORE: French food major Danone has taken Tiger, the flagship biscuit brand of Britannia Industries Ltd, to Indonesia, Pakistan, Malaysia and Egypt as a low-cost healthy biscuit in these markets.
Danone, which holds 22% stake in Britannia, has introduced the Tiger brand, which helped revive the fortunes of the Bangalore-based biscuits major in India, in these countries as a nutritious product.
“Danone biscuits are produced locally there,” Britannia Industries CEO and managing director Vinita Bali said on Friday.
The Wadia-controlled Britannia’s relationship with Danone would continue, as it was a strategic investor in the company. “Tiger has been a success due to its nutritious value,” Bali said, adding that in India “biscuits were the most healthy snack”.
India is the largest market in terms of volume for Group Danone, a food company that primarily produces fresh dairy products, biscuits and cereal products, she said.
Danone has a presence in India through its bottled water Evian. Also, it recently announced the intention to expand its presence in the country through a joint venture with Japan’s Yakult Honsha to produce fermented pro-biotic milk.
The company is setting up a manufacturing facility in Haryana where it will produce one million bottles of the drink per day.
Britannia has a 40% market share in the organised biscuit market dominated by some brands, including Parle and ITC. The Rs 4,000 crore Indian biscuits market is growing at 12 to14 % annually but is dominated by strong regional players.
She said the increase in raw material costs was a concern but the company was looking at a long-term gain. Bali dismissed as “speculative” the reports of Britannia eyeing to acquire GlaxoSmithKline Consumer Healthcare’s malted drinks business to strengthen its position in the health drinks space. Britannia and Daily Bread, a bakery and confectionary, opened its Italian frozen dessert brand outlet “Deluca’s Gelato Italino” and both the companies intend to expand their presence to other metros over the next four years, officials said.
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