Britannia Industries Limited marked the 100th anniversary of its founding in 1918. To celebrate the milestone, the company revealed a new brand identity & philosophy, illustrating the company’s vision to become the ‘future of food’ – a global total foods company. In addition, the company announced that it will launch 50 new products in the next 12 months and enter new and exciting categories including croissants, cream wafers and enhance product offerings in existing categories. The Company’s play in value- added Dairy, will also receive a boost like never before.
“Through the last 100 years, Britannia has brought smiles and delight to many an Indian and is one of the most trusted names in every Indian household. Our focus on consistent- everyday execution, a sharp focus on staying relevant to consumers and a keen innovation mindset have made this journey an exciting one. We will continue to delight India with healthy and exciting food products. As we take decisive strides in becoming a Total Foods Company, we will also step up our plans to take Britannia to the globe” said Varun Berry, Managing Director, Britannia Industries Limited. “With a growing appetite for innovative and differentiated product offerings, today’s consumer is more discerning, is making healthier choices, and expects unerring quality. This drives our relentless focus on delivering consumer delight” he added.
As a part of its centenary celebrations, Britannia unveiled its new logo that reflects its ability to thrive in the age of digital consumers as well as showcase the brand’s commitment to excitement and goodness quotient. The Company’s logo has undergone a change after 20 years and seeks to be forward looking, emphasizing the limitless opportunities that Britannia aims to explore while continuing to build upon the success of its power brands and transition into a global total foods company.
The new logo was developed in close consultation with leading global branding agency, Interbrand. Substantial research was conducted to develop the unifying logo that reflects accessibility, well-being and excitement.
The mega centenary year celebrations will roll out in August with a multi- media campaign. The TV campaign celebrates Britannia’s 100-year anniversary with the uniquely Indian idiom ‘Sau saal jiyega’ and is a tribute to the love and trust India has bestowed on the brand.
“Britannia has been on a fantastic trajectory both in terms of business and addressing Indian consumer needs,” said Ali Harris Shere, VP – Marketing, Britannia Industries Limited. “As we step into the next big phase, it’s time for our brand to be future ready and represent the company we aim to be – one that is exciting, offers goodness and meets consumers where they are. With this new brand identity, we look to elevate the brand through a design that is simple and elegant, yet uniquely Britannia. The 100-year campaign, set to roll out soon, is our way of expressing gratitude to the secret ingredient of our success- our consumers,” he added.