New Delhi: Britannia on Thursday relaunched its Milk Bikis Classic in Tamil Nadu following “huge” consumer demand. Recently, Britannia launched the “Towards a simpler time” campaign, aimed at celebrating the simple joys of the good old days and taking consumers back down the streets of childhood memories, resulting in the bringing back of the classic pack. demand increased. And the company took note of them.
The Milk Biquis Classic, a cult favorite biscuit of the 80s and 90s, has been relaunched in its original incarnation, with the flower’s Generation-Order design embossed on the center of the Britannia biscuit, with the familiar bottle on the pack and the same Milky taste,” Vinay Subramaniam, Vice President Marketing, Britannia Industries told reporters here.
“Tamil Nadu consumers have grown up eating Milk Bikis. It is a brand with a huge emotional connect with the state. And at this point in time, what we have realized is that we crave our past even more. Our childhood. , our simplicity, our friends. And it’s astonishing to see that the scars of our childhood are no longer there to share with our kids and tell them “that’s how we grew up.” And so we thought it was It is the right time to bring back the MKBKis classic,” he added.
The re-launch was the result of a round of voting across Tamil Nadu where consumers and influencers shared their memories around old packs, leading to #BringBackMilkBikisClassic and #MyMilkBikisMemories trending on social media, with netizens sharing their fondest memories. Key associated with the brand, Subramaniam claimed.
He claimed that the brand has received over one million demands to bring back the Milk Bikis Classic.
When asked about the market share, he said Britannia Milk Biscuit has 90 per cent market share in the milk biscuit category in the state.
To another query on the expected growth in market share after the re-launch, Subramaniam said that the aim of the launch was to celebrate the spirit and bond that the brand shares with the consumers of Tamil Nadu. Read also: Apple iPhone users will be able to use Google Maps in dark mode, check out other new features for iOS
He said that at a price of Rs 10 for 65 grams, Milk Bikis Classic will be available in all modern and retail trade formats exclusively in the state. Read also: Twitter has not designated nodal contact person, matter is under consideration: MoS IT
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