Britannia NutriChoice: Health tasty cookies

Brand: NutriChoice
Company: Britannia

Brand analysis count: # 537

NutriChoice, which began in the 1990s, is leading the efforts of the Briatannia to create a new post of health biscuits market. Now is the brand more valuable than the Rs 280 million rupees. Health and nutrition segment cookie based on the Indian market now worth around Rs 500-600 million of rupees and growing at a faster pace (Business Standard). NutriChoice although it launched in the early 1990s had its graphic shoot after the relaunch in 2006. The revival coincided with the general trend of the market towards healthy foods. The brand is attributed the creation of a healthy segment of biscuits in the market. The success of this brand is attributable to timing, persistence, and the continual improvement. The brand was by a change in the package along with the brand that made the brand more market looks and appeal.Second, the brand launched constantly relevant variants to maintain the high interest level. In 2008, NutriChoice released 5 grain crackers that really captured the imagination of health conscious consumers. It was then followed by high content of fiber digestive crackers. 2010 saw the launch of the NutriChoice diabetic-friendly variant which actually became a hit in the market. This initiative saw the brand grow from around RS 190 in 2010-11 to Rs 280 in 2011-12. Positioning of NutriChoice was purely based on the platform of health. The mark is considered a cursader for healthy life style. The brand message was conveyed not only through advertising, but also through many innovative activities below-the-line. The brand pioneer first health social networking site iHealthU.It of the India which also has been associated with many agencies in carrying out events that promotes healthy lifestyles. The brand had adopted the motto of a good cookie honestly taking care of your health. The basic premise of the brand is to provide a healthy alternative to snacks. NutriChoice at one point had Rahul Dravid to adopt it. This season, the brand has come out with a new campaign that is very interesting. In the halls of the advertising, we teach the concept called two - sided arguments as a message strategy. This is where the brand speaks both the positive and negative aspects to the consumer. The latest announcement of NutriChoice is a typical message bilateral strategy executed perfectly. Says that the brand is not as healthy as a big bowl of salad but definitely healthier than a chocolate donut, but brand has reached halfway then question the consumer to do their part.I find very well executed ad and most importantly honest.The message is simple and drives home the point that NutriChoice is a delicious alternative junk food. NutriChoice success has led to many players as McVities and Horlicks to enter the market but the strength of distribution and equity of the brand so far has blocked the attack on this brand.