Indian biscuit maker Britannia Industries has launched a product designed to appeal to health-conscious female consumers. 

The company will sell Vita Marie Honey Oats in major cities Chennai, Bangalore, Delhi and Mumbai.

Anuradha Narasimhan, Britannia’s health and wellness category director, told just-food a marketing slogan of “Something for your heart” would be used “to communicate to women”. 

Narasimhan said: “The adult health food market is growing at close to 30% per annum. It is the fastest growing sub-segment.” 

He said Britannia has had success with its NutriChoice diabetic friendly biscuit and “hopes to enter more homes with the heart-friendly Vita Marie”.

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These low-fat, cholesterol-free biscuits are made of two layers of oats and wheat fibre and priced at INR12 (US$0.27) for a 103g pack. Narasimhan said other established Britannia biscuit lines also targeted women, such as Marie Gold.