India’s premier FMCG brand Britannia has launched “The Laughing Cow” range in India. Britannia Industries Ltd (BIL) and Bel Foods entered into a JV last year. Bel acquired 49% stake in Britannia’s wholly owned subsidiary in BDPL (Britannia Dairy Private Limited). The entity thereafter was renamed as Britannia Bel foods Private Ltd.
Britannia Bel Foods Private Limited, the JV company has unveiled the new brand identity of their co-branded product range ‘Britannia The Laughing Cow’. The new logo will now be part of all integrated marketing communication touch points for the brand across packaging, online platforms & in stores.
The products will be co-branded using the trademarks “Britannia” and “The Laughing Cow” and will be introduced in innovative formats, to ride on the fast-growing cheese category in the country.
Abhishek Sinha, CEO of Britannia Bel Foods said, “We are gearing up to build and develop the nascent cheese category in India. The new co-branded identity will enhance our brand’s credibility and showcase the versatile nutritious product range from ‘Britannia The Laughing Cow’. Our cheese is rich in nutrients. Today, the amount of protein consumed by Indians falls below the required benchmark and we, as a brand, aim to address this glaring issue. Our endeavour is to educate and increase the protein intake among young India. This signifies our commitment to provide a range of delicious, nutritious and innovative products that is accessible to all our consumers.”
The new identity has been announced via a digital video campaign (DVC) that combines the strength of the two iconic brands. The brand offers a range of deliciously creamy cheese with the power of protein that adds laughter to every snacking moment.
Tarun Jha, CEO, Havas Creative India said, “With Britannia and Bel Cheese coming together, we witnessed two iconic brands combining their legacies to offer unrivalled customer satisfaction. We are excited to be a catalyst for Bel Britannia, partnering with these forward-thinking companies on this new, exciting journey. We cannot wait to make the best use of our strategic know-how and creative prowess, to maximise their collaboration’s potential and forging a successful route that will captivate audiences with engaging stories.”
Britannia is a 100+ year old Company and is a market leader in the Bakery category in India with an annual revenue of Rs. 14,000 Cr. The Company manufactures its products at 100+ factories, which are made available acorss 6 Million outlets to eventually reach 180 Million households in the country. Brittannia products are also available across 80 countries.
BEL Group generated sales of $3.69 Bn in 2021. Over 11,800 people in 60 subsidiaries around the world are employed by the company. Bel products are prepared at 29 production sites and distributed in nearly 120 countries worldwide.
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