Britannia relaunches butter

agencyfaqs! News Bureau

NEW DELHI, July 21

Britannia has relaunched its butter in a new avatar. Britannia Milkman Butter will be available in all major cities and towns in two pack sizes: 500g for Rs 65 and 100g for Rs 13.50. The brand was launched early last year in some markets of the west and south, but was subsequently withdrawn due to a lukewarm response.

This time round the company has relaunched the brand under the Milkman umbrella - a conscious move to reinforce the goodness of milk.

The company claims that the product's USP is its ‘easy spreadability' even at a lower temperature. Contends P K Malik, senior vice-president (new business division), Britannia, "Often butter has to be kept outside the refrigerator for a substantial period before one can spread it (on bread etc). Testing has shown that our product is significantly more spreadable than the competition."

The company is looking at aggressively marketing the new product through mass media. Britannia's current range of dairy products includes cheese, chocolate & strawberry milk (under the brand name Milkman), ghee and dairy whitener.

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