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Business – Britannia launches eggless cakes

Britannia Industries Limited (BIL), India’s largest bakery and dairy products company, launched its ‘pure vegetarian’ cakes today. The product, customised for its vegetarian customers, will add about 18-20 per cent of revenues to the cake portfolio of the Indian biscuit major, according to Anuradha Narasimhan, category director-Health and Wellness, BIL.

The company plans to distribute the product through 35 lakh outlets in India. “There are about 250 million vegetarians in India, which comprises 30 per cent of the population. In order to cater to this market, we have launched Britannia’s packaged veg cakes to be distributed through 35 lakh outlets across the country,” Narasimhan said.

The company’s market share currently consists of 15 per cent of the Rs 1100 cake industry in the country. The company has created a parallel production line at its Delhi facility for eggless cakes, which has a shelf life of three months.


September 24, 2009 - Posted by | Uncategorized |

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