Britannia Industries is to launch a new variety of its Tiger biscuit brand in the hope of strengthening the company’s presence in the biscuit market.


The new sandwich format variety “Tiger Mast Cream” will be available in several different flavours, and may pave the way for the launch of other new products from Britannia.


In a marketing plan to compete with other companies in the segment, Britannia is reported to be in talks with several shops, coffee outlets and petrol stations to try to get its products placed in eye-catching places such as beside the counter.


As part of a reorganisation of its product range, Britannia plans to extend its Little Hearts range to better compete in the youth segment. The company also plans to launch a new range of poppables, which are similar in appearance to Polos, to fight off competition from other company’s mint chocolates, reported the Financial Express.