Indian food manufacturer Britannia Industries is taking on the likes of Kellogg and PepsiCo in the country’s breakfast food category with a series of new products.

Kellogg, PepsiCo and Indian firms like MTR Foods are already wooing starved-for-time, health-conscious and upwardly-mobile Indians in this category.

The Britannia Healthy Start breakfast range includes multi-grain oats and a strawberry porridge. However, it also includes traditional Indian breakfast products like upmas, a popular southern India dish made with flavoured wheat grains, (sold in Indian and oriental, Manchurian styles) and pohas, a popular rice-based snack in western India – sold in Indian and Chinese styles.

Studies reveal that one-in-five in urban Indians skip breakfast, while 15% eat inadequate meals. 

Britannia managing director Vinita Bali said: “With these products we are looking to encourage consumers to always have breakfast which is the most important meal of the day.”

The products are priced between Indian rupees INR33 (US$0.72) per 170 grams to INR105 (US$2.30) per 400 grams.