Britannia It has ruled the Indian confectionery market for a long time. The brand is one of the main food and beverage companies in the country. Parle-G is another name that resonates with almost all Indians.

Speak-G is at the top when it comes to cookie sales. To compete with the brand, Britannia has recently relaunched its beloved Milk Bikis. The new Milk Bikis are made from 100% atta and say “doodh roti ki shakti”.

The brand’s latest ad campaign calls out its competitors and says kids need “more than just glucose” in their cookies. Britannia relaunched its cookie range with extensive research, especially considering the ongoing pandemic.

Sometimes feeding a child can be a big chore for mothers. Getting the proper nutrition in a meal is something every mother wants. With the pandemic in our heads, children need to have a strong immune system that can only be achieved with a proper diet.

In the last months of 2020, Britannia Milk Bikis launched a nationwide study among mothers of children ages 4 to 12 to study mothers’ attitudes toward child nutrition during the ongoing pandemic. The data showed that 79% of Indian moms feel that the wholesomeness of traditional foods such as Parantha, Daliya and Doodh Roti is what they most want to see included in their children’s diet.

The press release at the launch of the new cookies said that a packet of Britannia Milk Bikis 100% Atta cookies offers energy equivalent to the energy provided by a glass of milk and roti.

Britannia’s ad campaign stars Pankaj Tripathi, who blatantly calls other cookies ordinary for not containing anything nutritious.

Vinay Subramanyam, vice president of marketing for Britannia Industries, said that the 100% Atta Milk Bikis cookie was launched in response to the growing need for healthy nutrition for children and the power of traditional Indian foods to do so. With the Milk Bikis 100% Atta cookie, the brand aims to provide the goodness of doodh roti, which emerged as one of the favorite ‘traditional Indian foods’ among mothers across the country.

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