Britannia eyes bigger mkt share in health food segment

With the market for health snacks and health food seeing healthy growth, bread to biscuit major, Britannia wants a share of the pie, reports CNBC-TV18's Farah Bookwala.

Everyone's going healthy these days. So why not snacks? Following the footsteps of Pepsi's Aliva launched in 2009 and Parle's Hippo in 2010,  Britannia's newly-launched snacking entrant 'Snackuits' also comes with a baked, healthy tag, all aimed at gaining a bigger share of the Rs 7,000-10,000-crore snacking market.
With its popular 50:50 biscuits reaching a turnover of Rs 480 crore, Britannia hopes for similar gains from its comparatively-cheaper & smaller packs of Snackuits.
Neeraj Chandra, vice-president and chief operating officer, Britannia
says, one would be delighted to get shares anywhere in the single digit area as even that would be large.
Infact not just healthy snacks, Britannia also wants to chart out its own recipe in the health food products segment.
The company which forayed into the ready-to-eat breakfast market with its daily bread range has now forayed into the Rs 250-crore oats market. A comparatively late entry when compared to Mumbai-based Marico which launched Saffola Oats in 2010 and has already garnered a 12% market share.
But with the oats market estimated to grow at 30% there is room for more players and innovations in this market
Saugata Gupta, chief executive officer - consumer, Marico Mumbai, says the breakfast market is growing about 20-25% and already is an Rs 500 crore market.
Infact, Britannia's health and wellness portfolio comprises more than 50% of its entire product range and sales portfolio and from its recent product launches the company clearly is hungry for more.