Britannia Industries has expanded its presence in the Marie biscuit category with the launch of Doodh Marie Gold, underscoring its focus on product innovation and evolving consumer preferences in India’s packaged foods market.
The new offering, made with atta and containing 0 per cent maida, combines a milkier taste with the light and crispy texture traditionally associated with Marie biscuits. The launch targets consumers seeking richer and more indulgent taste experiences within the everyday biscuit segment, a category that continues to witness demand for differentiated products.
According to the company, Doodh Marie Gold brings together a distinctive flavour profile and the familiar characteristics of Marie biscuits, providing consumers with a new choice within the segment. The product reflects Britannia’s strategy of enhancing established categories through innovation while retaining core attributes valued by consumers.
To drive awareness, Britannia has also rolled out a new television commercial centred on the tea-time consumption occasion. The campaign highlights the biscuit’s light, crispy and milkier experience, positioning Doodh Marie Gold as a preferred accompaniment for consumers who enjoy a milkier biscuit with tea.
The launch aligns with a broader industry trend of premiumisation in mass-market food categories, as brands increasingly introduce enhanced taste propositions to attract consumers seeking elevated everyday snacking experiences.