Parle has cut the prices of its popular biscuits

Parle has cut the prices of its popular biscuits

Indian bakery manufacturer Parle Products has effectively reduced prices of biscuit brands including Parle-G in a move that could trigger a price war with rivals including Britannia Industries.

"Parle has increased the weight of a single Parle G biscuit from four to five grams, while not changing the price or the number of biscuits in a pack," a reliable source close to the company told just-food.

The move partly reverses a move three years ago when, in response to higher raw material prices, Parle reduced biscuit weight from 6.25 grams to four grams. The rise to five grams follows "complaints from the consumers on the bite size", the source explained.

Parle expects sales to rise as a result. Competitors are monitoring the situation. In a statement to just-food, Britannia Industries - makers of the Tiger biscuit brand - said: "We expect that in response to slowing industry growth, there will be a slew of interventions from competition, and our responses will be in line with long term brand strategy."