CEO of Britannia International, Arvind Kumar (second left) and the Chief Operating Officer, Nabil Mourad (FMCG), Ali Bin Ali Group (second right) at the launch ceremony.

DOHA: Britannia Industries Limited, India’s food and confectionary major, has re-launched its indulgence cookie brand, Baker’s Pride, in the Qatari market.

The biscuit leader also launched a new healthy snack biscuit for in-between meal cravings yesterday.

Along with its local partner Ali Bin Ali Group, one of Qatar’s largest retail and distribution companies, Britannia is aiming to further penetrate into the Qatari biscuit market, which is currently worth $29.47m per annum and growing swiftly, said Arvind Kumar, CEO of Britannia International.

Qatar’s current consumption of biscuits is an estimated 530 tonnes each month—that is nearly half a kilo per each man, woman and child in the country, he said.

The Britannia’s new strategy involves improving all Baker’s Pride product recipes and revamping its packaging to give the brand a completely new look and feel, with point-of-sale price remaining unchanged.

The packaging has been revitalised by internationally acclaimed designer Jane Thorn, who has been involved with names such as Sainsbury’s and Heinz, to align the packaging with the new Baker’s Pride brand.

The Baker’s Pride indulgent range of cookies includes Danish, butter, chocolate, double chocolate chip cookies and the newly introduced Baker’s Pride shortbread available in different sizes varying from 100 grams to specially designed tins in 400 grams.

“The refreshed Baker’s Pride is a completely new brand. Given our expertise of over 100 years in the biscuit industry, we’ve changed the recipes, we’ve partnered with the best in package designs and the new products is on par with international standards in look, feel and most importantly taste. But when you compare prices, you are in for a surprise, as it is indulgence that it is very much within reach”, Kumar said.

Nabil Mourad, the Chief Operating Officer (FMCG) of Ali Bin Ali Group said: “For decades the Ali Bin Ali Group has been renowned with the excellent quality of the brand we represent and the superior service we give to our consumers. Baker’s Pride is no exception. With this launch, Baker’s Pride will offer new experience to the cookie-savvy customers in Qatar”.

On the newly-launched Britannia’s 5 Grain biscuits, Kumar said: “It is made from five carefully chosen cereals, which have great health associations, including the ingredients that help reduce cholesterol, promotes heart health, high in calcium and fibre, low fat and great source of energy.

“There is a huge consumer segment in the region that is craving for a healthier lifestyle, and Britannia 5 Grain Biscuit is a unique offering for these consumers as it combines great taste and convenience with cereal goodness,” he added.

Sidharth Suri, head of Marketing, Britannia International Limited; Mohammad Imran, Divisional Manager, Ali Bin Ali & Partners were also present.