DUBAI: Britannia Industries Limited, currently celebrating its centenary year has announced plans to enter a new era as a global foods company. To celebrate the milestone, the company revealed a new brand identity & philosophy, illustrating the company’s vision to become the ‘Future of Food’ – Global Total Foods Company.
Britannia unveiled its new logo that reflects its ability to thrive in the new age and showcases the brand’s commitment to excitement and goodness. The Company’s logo defines its intent 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.
Britannia acquired two companies, UAE-based Strategic Food International Co (SFIC) and Oman-based Al Sallan Food Industries Co. ten years back.
“We have made remarkable progress in the GCC becoming one of the top three biscuit manufacturers in most countries. We are No. 1 in Cookies and Rusks, a close second in others and boasting impressive market shares across the entire range. We will launch ten new products in the GCC aligned with today’s trends during our centenary year. The offerings will be differentiated in various ways – new formats, more goodness and lots of excitement according to our brand promise.
Britannia was the first Indian Food Company to remove trans fats from its entire portfolio and has taken the lead in providing micronutrient fortification in 47% of its products. Britannia has reduced the sugar content by 6 % per serving over the last six years and has committed to reducing it further by 5% in next 5 years. Similar efforts are being made on the sodium content. Britannia has always taken its Corporate Social Responsibility seriously. It formally launched its community programs with the set-up of the Britannia Nutrition Foundation in 2009, and began working on a public-private partnership to address malnutrition amongst underprivileged children and women.” said Annu Gupta, Head – International Business, Britannia.
“Outside India, we have the strongest presence in the GCC with over 700 employees from all the major ethnic groups in the geography. We have manufacturing facilities in Oman and the UAE. The UAE government’s business-friendly policies have offered us the right platform to expand our global footprint which is now spread across North America, Europe, Africa and South East Asia. October 2015, we were the proud recipients of the Dubai Eminent Exporter award from the Dubai Chamber of Commerce. We have invested USD 22.5 mn in a state- of- the- art facility in Mundra Special Economic Zone(SEZ), India to service the exports markets. Our strategic expansion plan is based on the principle of ‘One new market a year’ while we expand through local operations in Africa and South East Asia in the coming years.” he added.
As part of the centenary celebrations, Britannia in partnership with Landmark group is offering exciting rewards to its consumers in select stores offering them a chance to win upto 2 million Shukran points across the GCC. Britannia is looking forward to participation in Gulfood 2019, an event that has served as a stepping stone to its outreach in the region. AETOSWire
