Now, food companies target urban consumers with premium offerings

IN AN EFFORT to meet the demands of urban consumers, some of the top food firms in the country are expanding into more innovative and upscale food categories. This is happening at a time when urban demand has stayed relatively consistent in comparison to rural demand. Growing health consciousness among consumers, particularly in urban areas, has also contributed to the trend as people look for healthier lifestyles and food options.

- VIVEAT SUSAN PINTO

Britannia Industries' CMD Varun erry said during the company's earnings call last week that the firm had forayed into healthy snacks with a new brand called Better Snack Co, launching fox nuts under it.

To be sure, Britannia has a range of digestive biscuits, high-fibre cookies, sugar-free cream biscuits et al under its NutriChoice umbrella. However, the need to experiment with more food categories is driving the company to enter new segments, sector experts said. Last year, for instance, the company launched a joint venture with French cheese maker Bel SA. In the past, the company has tied up with partners (such as Greek firm Chipita SA) for segments such as croissants etc.

"Better Snack Co is a platform for the future. We will drive healthy snacking products using the platform," Berry said, adding that the Better Snack Co was being distributed via modern trade and e-commerce channels for now.