Biscuit brand Britannia Industries on Tuesday launched ‘Pure Magic Deuce’, marking its entry into bridge products, the fast-growing and lucrative segment within foods.
A company release said the product consists of a dark, crispy biscuit with a slab of luxurious chocolate on top, which together delivers an enchanting, sensorial experience to the consumer’s palette.
Pure Magic Deuce is an example of Britannia’s commitment to driving innovations, deliver superior product experiences. The company believes that there has been no real innovation in the biscuit category in nearly a decade. Pure Magic Deuce is the first disruptive innovation that the market has seen in a long time.
Pure Magic Deuce comes in two variants- Milk Chocolate and White Cholocate and is priced at INR 30 for a pack of 60 gms containing 6 biscuits.
Ali Harris Shere, VP – Marketing, Britannia Industries Ltd. said, “Indian consumers are increasingly demanding new and unique formats and snacking experiences. What’s special about Pure Magic Deuce is its format; a slab of chocolate on a dark, crispy biscuit. This is truly the first disruptive innovation in the biscuit category in a very long time. We see this as a huge opportunity to expand our footprint in the macro- snacking category in India and move closer to our ambition of becoming a Total Foods Company.”