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Britannia
to feed one of Asia’s highest per capita biscuit
consumption in Sri Lanka
Premier
International brand Britannia, ranked as the No. 1.Food
Brand in the Nielson (India) survey published in The
Economic Times, officially launched in Sri Lanka recently.
With an international presence in the Middle East, Africa,
Asia, North America and Australia, Britannia is now
manufactured locally in Kandy and will afford local
households a first in snack time treats - nutritious
biscuits that taste as great as they look.
Britannia’s launch in Sri Lanka brings to the country
a brand that offers nutritious snacks high on taste
and convenience and is completely trans fat free.
On selecting Sri Lanka as its newest market in the brand’s
international expansions, Vinita Bali, Managing Director
said, “Sri Lanka is a country with tremendous scope
for both the biscuit industry and for investors, and
it is with great pride that we bring products from our
global portfolio to local consumers. We will also commence
local manufacturing operations that we believe will
further develop biscuit making in the country and may
even lead to the introduction of new flavors and varieties
of healthy biscuits specially designed for the Sri Lankan
palate.”
Atul Sinha, VP, New Business Development added, “With
Sri Lanka having one of the highest per capita biscuit
consumption in Asia, Britannia Lanka aims to combine
great taste and great nourishment for our consumers.
Through our manufacturing and marketing efforts, we
are committed to bring consumers a range of biscuits
at an affordable price.”
The Britannia Lanka range includes differentiated products
to suit different consumer preferences and eating occasions;
from the smiley-face shaped creamy Milk Smileys that
will delight children, to the melt-in-the-mouth Taste
Rich Butter Cookies for tea time, to the Rich Cashew
Cookies lavishly embedded with cashew nuts, Britannia’s
biscuits, fortified with iron and essential vitamins,
are ideal re-charge foods for those running on low energy
and are also an affordable wholesome snack for children
who share an unshakable aversion to nutritious food.
‘The product portfolio we are launching in Sri
Lanka is one that has been compiled after extensive
research over the particular tastes and nutrition needs
of consumers of different ages and different lifestyles
and of the palates of local consumers. Our biscuit brands
offer what many mothers have scaled supermarket shelves
to find and flipped through many recipe books to make
– a snack that children will love to eat and that
will, at the same time, be an effective nutritional
supplement. Besides, which child will say no to what
cricket icon Lasith Malinga himself snacks on!’
said Country Manager, A.V.S Subrahmanyam.
Having manifested a lifestyle that testifies to the
benefits and successes of health-conscious living, record-breaking
cricketer Lasith Malinga proved the ideal choice as
the brand ambassador for Britannia in Sri Lanka.
Malinga said, “I’m a health conscious person
who knows the benefits of eating right - an exercise
that requires as much discipline as controlling your
delivery of a cricket ball! Most people think eating
healthy is a sacrifice that deserves indulging in a
tasty treat as a reward. Britannia is the kind of brand
that will be the correct choice for anyone looking for
‘great taste and great nutrition,’ giving
you all the nutrients you need to lead a healthy lifestyle.”
Britannia is manufacturing its range of biscuits locally
at the Luckyland facility in Kandy. Rajesh K Lal, Global
Head of Supply Chain said “Our comm itment to the
good health of Sri Lankan consumers goes beyond offering
a tested and proven range of nutritious biscuits. We
have invested in upgrading and modernising the Kandy
factory and have imported state of the art machinery
including high speed packing machines, to ensure the
superior quality and food safety standards characteristic
of Britannia biscuits. All these efforts will contribute
to giving Sri Lankan consumers a wholesome experience
in biscuit snacking.”
The Luckyland factory workforce has tripled since Britannia’s
manufacturing process began. The factory also houses
special laboratory facilities, supervised by Britannia’s
own experts, to check the quality parameters of ingredients
and finished products.
In Sri Lanka, the prestigious brand is distributed nationally
by J. L. Morison Son and Jones (Ceylon) Ltd.
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