Britannia Nutrichoice Case Study

CASE STUDIES
Britannia NutriChoice Case Study

Realigning a successful health positioning with the demands of Indian
consumers' changing lifestyles
Reference Code: CSCM0310
Publication Date: April 2010
DATAMONITOR VIEW
Catalyst
Britannia NutriChoice has become a pioneer in the Indian biscuit market by offering the elusive combination of a health
with taste value proposition to an emerging set of health-conscious and discerning consumers. This case study analyzes
the evolution of the NutriChoice brands over the last decade and examines various strategies adopted by Britannia to grow
the brand into its present market-leading position.
Summary
Britannia NutriChoice was the first brand to recognize the needs of the fast-emerging segment of healthconscious consumers in India and, for the first time, attempted to combine health with taste in the biscuits
market. Through this proposition, Britannia NutriChoice attempted to mitigate the myth of healthy food being low
on taste and flavor.
Until 2005 the company market-tested a number of product concepts under the NutriChoice umbrella and, in the
process, developed a deep understanding of the need states of India's emerging health-conscious population.
The companys restructuring in 2005 gave a fresh perspective to its otherwise quiescent product portfolio.
NutriChoice was instrumental in broadening the scope of the biscuits segment in India. It has successfully
positioned biscuits as a healthy alternative to traditionally consumed savory snacks and, in the process, has
expanded competition into a number of other categories such as savory snacks, instant noodles and popcorn,
among others.
NutriChoices repositioning appears even more apt given that, around the same time, the lifestyle of Indian
consumers underwent a massive transformation due to a number of socioeconomic changes. Indeed, it triggered
the acceptance of biscuits as a healthy and tasty way to satisfy hunger between meals at a time when timepressured Indians felt guilty for consuming unhealthy snacks.

Datamonitor. This brief is a licensed product and is not to be photocopied
CSCM0310/ Published 04/2010

Page 1
Britannias strategy of giving its biscuits a health and tasty core positioning is increasingly being emulated by a
number of other companies. However, the brand has been able to successfully keep the competition at bay by
launching product variants and adopting a number of innovative marketing approaches.


Page 2
ANALYSIS
The strength of Britannias NutriChoice brand lies in its evolution from a staid health to a
health plus taste plus happiness positioning
Britannia Industries Limited is the largest biscuit manufacturer and marketer in India. The company has enjoyed its marketleading position almost since its inception in 1892, and currently commands a 38.5% market share in value terms in the
overall cookies and crackers category in India. The company has a variety of brands in its portfolio and has streamlined
them into two segments: delight and lifestyle brands, such as Good Day, Treat, 50-50 and Pure Magic, among others; and
health and nutrition brands', such as NutriChoice, Tiger, Milk Bikis and Marie Gold. These brands cater to consumers
across a wide array of ages and income groups.
In 1999, Britannia conceptualized NutriChoice as a platform brand for its health and nutrition offerings. The launch of
NutriChoice exemplifies the company's foresight, as Indian consumers' awareness of health and wellness issues was at a
nascent stage at that time. However, the trend was soon to take off and, through NutriChoice, Britannia aimed to capitalize
on the imminent health and wellness wave in India. At present, the NutriChoice platform encompasses successful brands
such as NutriChoice Classic Crackers, NutriChoice Digestive and NutriChoice 5 Grain, among others. However, over the
years, NutriChoice has had to reposition itself a number of times in order to keep up with the need states of Indian
consumers, which have continued to change with every successive wave of the health and wellness trend. The evolution of
the brand, which was created as a vehicle to promote healthy biscuits that did not compromise on taste, has eventually
emerged as a more lifestyle-driven health plus taste plus happiness positioning. The current range of products under the
NutriChoice brand is shown in Figure 1.
The emergence of NutriChoice came from a desire to form a distinct health platform
Britannia had been marketing a few of its biscuit brands with a health positioning since its inception. These brands were
offered on a loosely-defined health platform and did not have well defined health benefits that were marketed effectively to
the target audience. For example, since the 1960s, the company has marketed brands such as Jacobs Thin, Cream
Cracker and Thin Arrowroot. Prior to the late 1990s, these brands had a very staid and often vague health positioning and,
as a consequence, their consumption was limited to a narrow group of consumers with special health conditions. The
positioning of these health biscuits was mostly curative and consumers often believed that, by consuming them, they were
compromising on taste in order to address certain specific health issues such as diabetes and gastritis.
In 1993, Britannia entered into a joint venture with French player Danone. This international alliance ushered in a number of
radical changes within the organization and, as a consequence, Britannia acquired a new corporate identity. The move was
very much in line with Britannias intentions to diversify and broaden its offerings from biscuits to other food products, as
Danone was a significant player in the dairy market. However, even in the wake of the impending diversification, the
company was determined to strengthen its biscuits portfolio, which was its core business. The change in the companys
tagline to Eat healthy, Think better was an important landmark for the company, as the eventual shift was aimed at
providing consumers with a combination of physical and mental benefitsa concept almost pioneered in India by Britannia.


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Britannia's overall brand portfolio underwent a further restructuring in 1999. As a part of this exercise, NutriChoice was
created as a separate platform, and brands such as Britannia Thin Arrowroot, Britannia Digestive and Britannia Cream
Crackers were brought under the NutriChoice umbrella to clearly differentiate them as part of the company's health offering.
Britannia made a further attempt to strengthen its NutriChoice platform by launching a number of brands such as
NutriChoice Good Morning and NutriChoice Junior by 2001.The core brand attribute was that of health, and the marketing
largely revolved around the specific health benefits offered by these brands.
Figure 1:
In the NutriChoice range of biscuits, each product has a different blend of taste and health to suit
the needs of various consumer groups
Source: Britannia website

DATAMONITOR

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NutriChoice was overhauled in 2005 to accentuate health and lifestyles demands

Over the subsequent years, Britannias overall brand portfolio did not undergo any significant change, at least until 2005.
During these years, the company continued to test a number of products in the market under the NutriChoice umbrella in
order to gain a holistic understanding of the psyche, tastes and preferences of Indian consumers. Although brands such as
NutriChoice Goodmorning, NutriChoice Junior and NutriChoice Isabgol were launched to counter competition from local
and imported brands, these new brands failed to ignite much interest among the target audience and were phased out over
a period of time. However, on the positive side, as Britannia continued to promote different products on its NutriChoice
brand platform, the brand gained a reasonable amount of recognition among the target audience. In addition, although
some of the earlier efforts proved futile, they did help Britannia to learn from its mistake of half-heartedly promoting the
brands under the NutriChoice umbrella. The company realized that it could not simply ride the burgeoning health and
wellness trend to gain acceptance in Indian households, but would need to communicate the overall value proposition and
the possible health benefits associated with the consumption of these brands clearly.
With a change in the companys management in 2005, Britannia once again underwent a transformation, as its product
portfolio and overall marketing approach were overhauled. As part of this restructuring, the company separated its biscuit
offerings into delight and lifestyle and health and nutrition categories to clearly align its marketing efforts according to the
target audience. Under the health and nutrition umbrella, the company either re-launched its brands according to changing
consumer preferences (as in the case of NutriChoice Hi-Fibre Digestive biscuits, which were sold in an international largesized biscuit pack) or introduced new products under the NutriChoice platform (such as Britannia NutriChoice 5 Grain).
Most importantly, all of these brands were aggressively promoted using several media platforms and innovative concepts,
which have made the NutriChoice brand a frontrunner in promoting the concept of health, taste and happiness in the
biscuits category in India.
The launch of NutriChoice was a pre-emptive move to cater to an emerging set of healthconscious Indians
Until the late 1990s, health awareness among Indian consumers was limited, as was the segment of consumers who made
a conscious attempt to stay healthy. Most health-conscious consumers were seniors who suffered from various age-related
diseases, heart diseases and/or diabetes. Also, healthier foods were generally sought only in the case of specific health
problems. As a result, food and beverage manufacturers in India mostly kept health foods with a medicinal positioning
exclusive from their normal product offerings. It was only during the mid-1990s that Indian consumers orientation towards
health and wellbeing started to witness a gradual transformation.
This phenomenon can largely be attributed to a combination of factors such as the liberalization of the Indian economy
(which resulted in Indians having increased disposable incomes), exposure to Western economies, the creation of more
service-oriented employment opportunities and a subsequent increase in professional and social responsibilities, and the
increasing cost of medical treatments. One of the most salient features of this transformation was that Indians realized the
importance of preventive healthcare, contrary to long-practiced curative healthcare. Consequently, the definition of a
healthy life became synonymous with having a healthy lifestyle, which made health as a concept much broader in scope.
The concept of a healthy lifestyle started to encompass a wider array of attributes, from near tangibles such as energy,
stamina and physical appearance, to intangibles such as mental wellbeing and work/life balance. As Indian consumers


Page 5
became increasingly aware of the importance of maintaining a healthy lifestyle, many fast moving consumer goods (FMCG)
manufacturers came up with healthier product variants, mostly in categories such as oils, spreadable fats and juices.
Indian households traditionally believed in eating three core meals a day in a timely and healthy fashion so as to keep
themselves fit and healthy. The consumption of dietary supplements was virtually non-existent and was done only on a
need basis. The only supplements which were consumed by a few communities included dried fruits or immunity-building
Ayurvedic products. As a result, Indian consumers never perceived biscuits or similar snack food products as a source of
health and nutrition; rather, Indians traditionally considered biscuits as an accompaniment for hot beverages such as tea
and coffee. Therefore, the consumption of biscuits in India remained strictly occasional and the elderly population refrained
from eating them until medically advised to do so, as sweet biscuits were perceived to contain a lot of sugar and savory
biscuits were thought to be rich in oil.
However, over the years Indians' perceptions have changed and consumers have become more accepting of eating foods
to maintain their health, including healthy biscuits. Britannia has benefited from this change and still enjoys the benefits of
being one of the first movers in terms of marketing products with the help of a focused health platform in India. This has
boosted NutriChoice brands consumer recall and acceptance in India. Furthermore, the company leveraged its image as
an honest and trusted brand in the eyes of millions of Indian consumers, establishing strong consumer trust. As the brand
evolved over a period of time, its marketing specifically communicated the inclusion of key ingredients and their associated
health benefitsfor example the benefits of arrowroot, fiber and whole grain were highlighted prominently through
marketing communication. This not only differentiated the brand from other competing brands, but also gave it the
necessary visibility in an already crowded biscuit market in India.
NutriChoice led the way in offering a health with taste proposition as Indian consumers
always perceived healthy food to be low on taste and flavor
Indian food has always been characterized by rich taste and flavor. Even in the midst of rising consumer awareness of
issues relating to health and wellness, and time-pressed lifestyles, taste continues to supersede the importance of health
and convenience across most product categories. The conventional wisdom in Indian markets is such that food products
that are low on taste and flavor struggle to gain significant acceptance. Also, Indian consumers hold a pre-conceived notion
that healthier variants of food products invariably score low on taste.
This can partly be attributed to the way in which health food products have been presented to Indian consumers.
Consumers view abstinence from potentially unhealthy yet tasty foods as a way to attain a healthy lifestyle. However, such
a dietary regime is often not sustainable, as Indian consumers desire for tasty food is too strong. As a result, there has
always been a latent demand for food and beverages which are healthy but do not compromise on taste. This consumer
demand led to the emergence of the health with taste proposition in health food products in India. Although this positioning
had been explored by various FMCG players in the past, NutriChoice was the first brand to explore this concept in the
biscuits category. Package literature for NutriChoice 5 Grains clearly illustrates this positioning, as shown in Figure 2.
This resulted in the evolution of a new target audience for the NutriChoice brand: health seekers who were struggling to
adapt to a healthy regime because of a perceived compromise on taste.


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Figure 2:
NutriChoice pioneered the creation of formulations which positioned biscuits on a clearly

differentiated health with taste platform
Source: Datamonitor analysis
DATAMONITOR
Corporate restructuring in 2005 gave a fresh perspective to Britannias otherwise quiescent

product portfolio
During the period 2000 to 2005, Britannias product portfolio began to stagnate, as there were very few product launches.
The company focused on consolidating its existing market share in the core biscuit business, while simultaneously
expanding its customer base in the newly established dairy foods business in India. By 2005, escalating raw material costs
caused most biscuit manufacturers to reassess their product portfolio, manufacturing capabilities and pricing strategies.
The entry of companies such as ITC into the biscuits market, and multiple companies launching their versions of generic
brands such as glucose biscuits and Marie, increased the competition for Britannia. Also, although Britannias dairy foods
business was still at a nascent stage, it was slowly gaining a foothold in the Indian market.
After 2005, a change of management led to some strategic changes in terms of product segmentation, marketing and
overall positioning for each strategic business unit. This had a direct impact on the positioning and marketing of the
NutriChoice brand.
NutriChoice sub-brands were re-launched on the health with taste platform

Several brands in Britannias portfolio underwent innovation with the change of management. The company identified that a
number of competitors in the industry were able to emulate the health with taste positioning. Therefore, in order to further
differentiate its offerings, Britannia launched a few variants of its existing brands under the NutriChoice platform, along with
reformulating some NutriChoice lines, to enhance consumer engagement. These variants were aimed at further


Page 7
strengthening the link between taste and health in the NutriChoice brands by offering flavors and ingredients that appealed
to the Indian palate.
One of the important changes was made to the NutriChoice Cream Cracker brand, which faced a particular taste
disadvantage as it was a low-sugar biscuit. The brand was improved to make it crispier and tastier, and was re-launched as
NutriChoice Classic Lite Cracker. In addition, another variant of this brand, NutriChoice Nature Spice Cracker, was
launched carrying the claim: "with the goodness of jeera (cumin seeds) and ajwain (carom seeds) which aid in digestion".
Continuing with this initiative, the Britannia NutriChoice Digestive brand was also re-launched with a new tagline
'Delightfully tasty and wholesome'to offer a better value proposition to consumers. Furthermore, launches of the
NutriChoice Sugar Out and NutriChoice 5 Grain brands added more credence to NutriChoice's new positioning. The
intention behind the launch of such line extensions was to strengthen the NutriChoice brand under the new health plus
taste umbrella as well as further strengthening the brands taste component. Figure 3 shows a few of the repositioning
exercises undertaken with the NutriChoice brands during this period.
Figure 3:
After 2005, the NutriChoice sub-brands were repositioned to further improve their taste and to offer
a better value proposition to consumers amid intensifying competition
NutriChoice Cream Cracker

NutriChoice Cream
Cracker
(Health positioning)
NutriChoice Digestive
(Health positioning)
NutriChoice Classic Lite Cracker
Health plus
taste
positioning
NutriChoice Nature Spice Cracker
NutriChoice Digestive
Delightfully tasty and wholesome positioning
DATAMONITOR
The NutriChoice platform has been further strengthened through the distinction between the health and
delight offerings in Britannias overall brand portfolio
In 2009, Britannia undertook a number of initiatives to streamline and strengthen its marketing approach, encompassing the
creation of two distinct marketing functions health and nutrition and delight and lifestyle portfolios. The Eat Healthy, Think
Better campaign was repositioned to Zindagi Mein Life, which means adding enjoyable vitality to life.
The health and nutrition platform comprises brands such as Tiger, Milk Bikis, Marie Gold and NutriChoice; and the delight
and lifestyle platform consist of brands such as Good Day, Treat, 50-50 and Pure Magic. By arranging these offerings
under two separate marketing functions, the company has strengthened its position in the health and nutrition space by
clearly differentiating its product offerings, target segment and positioning.


Page 8
A number of initiatives have been taken to strengthen the health and nutrition portfolio of brands, including the company's
decision to remove trans-fats from its entire portfolio of brands, leading to the removal of an estimated 8,500 tons of fat.
The company also introduced several micro-nutrients and vitamins into the composition of its biscuits to further strengthen
the health positioning of various NutriChoice brands.
NutriChoices positioning triggered the acceptance of biscuits as a healthy and tasty way to
satisfy cravings between meals
Traditionally in India, biscuits have been consumed by two main target segments: by the elderly as an accompaniment for
evening or morning tea; and by children as a sweet snack during the mid-day break at school or as an after-school snack.
Generally, biscuits were not considered as a standalone between-meal snacking option; a prominent eating occasion in
Indian societies. This is predominantly because of the fact that, traditionally, Indians enjoyed consuming savory snacks
typical to various regions in the country. Biscuits had a relatively rigid positioning as an accompaniment to hot beverages
due to the lack of sufficient variety and marketers efforts to promote the few available savory biscuits as a snacking option.
However, since the beginning of the last decade, a number of changes in Indian society (including employment, outlook
towards health and wellness, gender roles and affluence) have resulted in Indian consumers moving away from ethnic
homemade snacks to more convenient and healthier snacking options. Rising awareness of health and wellness played a
major role in this transformation, as traditional Indian snacks had often been perceived as unhealthy. As a part of the goal
of living a healthy life, Indians started following specific diet plans and demanded products with high fiber or whole grain to
fight a number of rising health concerns such as diabetes and coronary conditions.
Britannia NutriChoice has been the first biscuit brand in India to clearly position itself as a healthy between-meal snacking
option and a hunger-buster targeted at those health-conscious Indians who felt guilty about their snacking indulgences.
The positioning of Britannia NutriChoice corresponds with the findings of a recent consumer survey conducted by
Datamonitor, which revealed that 42% of Indian respondents felt guilty for snacking between meals. As shown in Figure 4,
this feeling was shared by men and women across all age groups.


Page 9
Figure 4:
Britannia NutriChoice provided health-conscious Indian consumers with a healthy option for
snacking in between meals
QUESTION: Please indicate to what extent do you agree or

disagree with the following statements: Snacking in-between
meals makes me feel guilty
Male
Female
% of respondents who agreed
50%
40%
30%
20%
10%
0%
18-24
25-34
35-49
50+
Age group
Source: Datamonitor Consumer Survey, 2009
DATAMONITOR
Britannia was prompt in spotting a tremendous opportunity and positioned its NutriChoice sub-brands to cater to this
emerging set of health-conscious Indian consumers. The biscuits clearly had a snack-like positioning, and the company,
through its marketing communications, made it clear that these brands are a healthier way to satisfy hunger between
meals. The company's initiative has not only broadened the scope and reach of the NutriChoice sub-brands by increasing
the number of consumption occasions, it has also mitigated the age bias seen in the consumption of biscuits with a health
positioning.
Since 2007, NutriChoice has adopted innovative ways to further broaden the scope of its sub-brands and target a variety of
consumer segments through a more snack-like positioning. For example, the brand is also targeting opportunities in the
out-of-home consumption of biscuits, such as at the workplace or while travelling. As a part of this strategy, Britannia
launched the NutriChoice 5 Grain biscuits in pocket-sized meals to achieve portion control and make them more
convenient for on-the-go consumption. This was an innovative strategy: standard biscuit packs do not allow for
consumption in a single session, and biscuits are usually sold in non-resealable packs. Through these innovations (shown
in Figure 5), Britannia NutriChoice further strengthened its positioning as a snack, as savory snack products from
competitors had also started offering smaller SKUs to address the same issue.


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Figure 5:
The product packaging and literature on NutriChoice products were aligned carefully to
communicate the brand positioning of a guilt-free snack
NutriChoice Classic Lite

Cracker is positioned as a
Delicately balanced,
anytime health snack.
NutriChoice 5 Grain is
positioned as a mini meal
and gives the consumers
the extra flexibility to
appease their hunger .
DATAMONITOR
NutriChoices novel packaging and marketing efforts complement the brands image to
create health awareness among easy-going consumers
Over the years, Britannia has continuously invested in branding efforts to create the right kind of consumer awareness and
trust regarding its product offerings, to allow it to always stay ahead of its competitors. With NutriChoice, the company
realized that it had to create the right kind of perception about the products health benefits and communicate this through
product packaging, brand associations and advertising.
Over the last five years, Indian consumers have become discerning in reading and understanding the nutritional information
of food and beverages before making a product choice. This trend has become more prevalent as the government has
made it mandatory for companies to declare nutritional information on all packaged food and beverage products. Ever
since, Britannia has ensured that the specifics of the health positioning of the NutriChoice biscuits have featured
prominently on the product packaging.
To understand how often consumers are actually using this information, in a recently conducted survey Datamonitor asked
respondents about the extent to which nutritional information on the product packaging drives their purchasing decisions.
As shown in Figure 6, the survey revealed that a high proportion of Indians, especially women across all age groups, use
the nutritional information on the product packaging to help make food and drink choices.


Page 11
Figure 6:
Indian women across all age groups use nutritional information on product packaging to help them
make food and drink choices on a regular basis
QUESTION: Generally, to what extent are you trying to do the

following? Use nutritional information on product packaging
to help make food and drink choices
Male
Female
% of respondents who use the

nutritional information regularly
100%
80%
60%
40%
20%
0%
18-24
25-34
35-49
50+
Age group
Source: Datamonitor Consumer Survey, 2009
DATAMONITOR
As well as declaring nutritional information in the standard format dictated by the government's statutory requirement, one
side of the NutriChoice box also includes highlighted specifics of its health benefits. For example, the package literature of
NutriChoice 5 Grains biscuits communicates specific ingredients-related and nutritional information such as contain 0%
trans-fat, no cholesterol, contains oats high in antioxidants and fibers (as shown in Figure 7).


Page 12
Figure 7:
In addition to the statutory requirements, NutriChoice biscuits' packaging has detailed nutritional
information and an illustration of health benefits
DATAMONITOR
Britannia has also used marketing communication and campaigns to create a strong consumer association between the
NutriChoice brand of biscuits and a healthy lifestyle. For instance, the marketing campaigns on television were targeted at
office goers, and the product was positioned as being ideal to deal with snacking needs in between meals. The advert
persuaded consumers to substitute their unhealthy snacking indulgences with NutriChoice. These marketing initiatives
contributed greatly towards building a strong brand recall for NutriChoice.
In addition to the television commercials, Britannia launched a promotional campaign during the 2010 new-year, which
offered consumers a week-long pre-activated gym pass at a renowned fitness center in India, a gym sipper bottle and a diet
chart (as is pictured in Figure 8).


Page 13
Figure 8:
The Health Starter Kit boosted NutriChoice's popularity among brand-conscious consumers and
was aimed at activating consumers resolution to start a healthier lifestyle
Source: Elephant Design website
DATAMONITOR
Britannia also created eye-catching advertising campaigns in the print media and established a strong connection with the
brands core target audience. Advertisements such as the one shown in Figure 9 added significant credibility to the health
plus taste plus lifestyle positioning that the brand was aiming for.


Page 14
Figure 9:
Innovative marketing communication and using a variety of media have helped NutriChoice to
communicate with its target audience more effectively
DATAMONITOR
These campaigns and the new product packaging were launched during the new-year, targeting Indian consumers, who
have been trying to make a resolution to move to a healthier dietary regimen and lifestyle. The understanding of the
consumer psychology behind this campaign is evident from the following excerpt:
"It is our New Year resolution to make India healthier. Several consumers have shared with us that their resolutions are
sincere but somehow they don't get started because they don't find the right motivator. Fitness is 60% diet and 40%
exercise and that is why the Health Starter Kit was conceived to facilitate the start of both healthy eating and exercise.
INR100 is the actual value of the biscuits while the rest of the kit is a pure health activation bonus from Britannia
Neeraj Chandra, COO of Britannia Industries., at the launch of Britannia's NutriChoice Health Starter Kit
Conclusion
Britannias NutriChoice brand has been able to obtain and capitalize on its first mover advantage in the health with taste
positioning in the biscuits segment. Although this positioning was explored by other industry players in subsequent years,
other biscuit manufacturers did not leverage it so successfully due to often ambiguous product positioning. NutriChoice's
success can be attributed to a combination of continuous product development, innovative marketing practices and, above


Page 15
all, persistent and consistent brand communication among its target audience. For example, as more and more brands
joined the health and wellness trend and attempted to emulate NutriChoices strategies, the company incorporated a
lifestyle angle into its communication in order to stay ahead of and differentiated from its competitors. Going forward, the
management has ambitious plans for the Indian market:
"The combination of more discretionary spends, increasing aspirations, and accessibility of prices is creating the growth
that we have been witnessing."
Vinita Bali, managing director of Britannia, summarizing the outlook she has for the Indian market


Page 16
Appendix
APPENDIX
Case Study Series
This report forms part of Datamonitor's case studies series, which explores business practices across a variety of
disciplines and business sectors. The series covers a range of markets including food and drink, retail, banking and
insurance, pharmaceuticals and software.
Each case study provides a concise evaluation of a company that stands out in some area of its strategic operations,
highlighting the ways in which the company has become one of the best in its field or how it deals with different problems
encountered within that sector.
Methodology
This case study was compiled using a collection of both primary and secondary research, including Datamonitor's
own consumer survey feedback. In addition to this, writing this case study involved researching the product
formulations of several food products, especially in the biscuit category, on Datamonitor's Product Launch Analytics
Database, alongside an extensive review of secondary literature and other in-house sources of information such as
Datamonitor's Market Data Analytics Tool.
Further reading
Datamonitor (2010) Successes and Failures in Consumer Goods Innovation and NPD, January 2010, BFCM0361
Datamonitor (2009) Profiting From Consumer Mega-Trends in Asia Pacific: Health, November 2009, DMCM4705
Datamonitor (2008) Retro snack brands case study: December 2008, CSCM0219
Ask the analyst

The Consumer Knowledge Center Writing team askcm@datamonitor.com
Datamonitor consulting
We hope that the data and analysis in this brief will help you make informed and imaginative business decisions. If you
have further requirements, Datamonitors consulting team may be able to help you. For more information about
Datamonitors consulting capabilities, please contact us directly at consulting@datamonitor.com.


Page 17
Appendix
Disclaimer
All Rights Reserved.
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by any means,
electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher, Datamonitor plc.
The facts of this report are believed to be correct at the time of publication but cannot be guaranteed. Please note that the
findings, conclusions and recommendations that Datamonitor delivers will be based on information gathered in good faith
from both primary and secondary sources, whose accuracy we are not always in a position to guarantee. As such
Datamonitor can accept no liability whatever for actions taken based on any information that may subsequently prove to be
incorrect.


Page 18

Britannia Nutrichoice Case Study

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CASE STUDIES

Britannia NutriChoice Case Study

Britannia NutriChoice Case Study

CSCM0310/ Published 04/2010

Britannia NutriChoice Case Study

Britannia NutriChoice Case Study

CSCM0310/ Published 04/2010

Britannia NutriChoice Case Study

Britannia NutriChoice Case Study

CSCM0310/ Published 04/2010

Britannia NutriChoice Case Study

Source: Britannia website

Britannia NutriChoice Case Study

CSCM0310/ Published 04/2010

Britannia NutriChoice Case Study

NutriChoice was overhauled in 2005 to accentuate health and lifestyles demands

Britannia NutriChoice Case Study

CSCM0310/ Published 04/2010

Britannia NutriChoice Case Study

Britannia NutriChoice Case Study

CSCM0310/ Published 04/2010

Britannia NutriChoice Case Study

NutriChoice pioneered the creation of formulations which positioned biscuits on a clearly

Source: Datamonitor analysis

Corporate restructuring in 2005 gave a fresh perspective to Britannias otherwise quiescent

NutriChoice sub-brands were re-launched on the health with taste platform

Britannia NutriChoice Case Study

CSCM0310/ Published 04/2010

Britannia NutriChoice Case Study

NutriChoice Cream Cracker

NutriChoice Classic Lite Cracker

NutriChoice Nature Spice Cracker

Source: Datamonitor analysis

Britannia NutriChoice Case Study

CSCM0310/ Published 04/2010

Britannia NutriChoice Case Study

Britannia NutriChoice Case Study

CSCM0310/ Published 04/2010

Britannia NutriChoice Case Study

QUESTION: Please indicate to what extent do you agree or

% of respondents who agreed

Britannia NutriChoice Case Study

CSCM0310/ Published 04/2010

Britannia NutriChoice Case Study

NutriChoice Classic Lite

Source: Datamonitor analysis

Britannia NutriChoice Case Study

CSCM0310/ Published 04/2010

Britannia NutriChoice Case Study

QUESTION: Generally, to what extent are you trying to do the

% of respondents who use the

Britannia NutriChoice Case Study

CSCM0310/ Published 04/2010

Britannia NutriChoice Case Study

Source: Datamonitor analysis

Britannia NutriChoice Case Study

CSCM0310/ Published 04/2010

Britannia NutriChoice Case Study

Source: Elephant Design website

Britannia NutriChoice Case Study

CSCM0310/ Published 04/2010

Britannia NutriChoice Case Study

Source: Datamonitor analysis