Britannia Milk Bikis has launched Super healthy ‘100% Atta Biscuit’ with ‘Doodh ki shakti’. This biscuit is a brain child of the designated R&D of the celebrated firm. Company surveyed a huge population including mothers of children from 4 years to 12 years and deciphered that mothers belive wholesomeness of wheat and its flour as the best.

This nation-wide survey also revealed the contrasting attitude towards the taste of traditional foods. While mothers love the taste of foods like Doodh roti, their children more often than not, didn’t. As a response to these findings of the survey, the new biscuit has been designed as the perfect snacking ally to parents who want to serve wholesome goodness in their children’s snack without compromising on taste.

The biscuits are infused with milk and this complete packet will be providing the energy equivalent to 1 glass of milk and 1 roti.

Commenting on the launch of the new product, Vinay Subramanyam, VP Marketing, Britannia Industries, said, “The 100 per cent atta Milk Bikis biscuit has been launched in response to an increasing need for wholesome nutrition for children and the power of traditional Indian foods in doing so. With the Milk Bikis 100 per cent atta biscuit, we provide the goodness of Doodh Roti which came up as one of the favorite ‘traditional Indian foods’ amongst mothers across the country. The new Milk Bikis is a perfect example of upholding the goodness of traditional values and infusing in the form of a modern milk biscuit. That’s why we have partnered with Pankaj Tripathi, who is a modern parent, yet is true to his roots and tradition.”

Puneet Kapoor, Regional Creative Officer, Lowe Lintas, said, “In a world of product parity, it’s a rare opportunity these days when we get a clear and real product advantage over competition to harp about in communication. This was one such opportunity. This was a fun story to tell with a clear, tangible product advantage put forth in an entertaining way by the finest acting talent in the industry.”


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