Launched in 1986, Britannia Good Day cookies initially were introduced in two variants – Cashew and Butter. However, over the years it has successfully produced and marketed other variants like- Good Day Pista Badam (1989), Good Day Chocochips (2000) and Good Day Choconut (2004).
Britannia Industries Limited is a Kolkata-based Indian organisation started in 1892. It established a market for itself by selling its Britannia and Tiger brands of cookies all across the nation. Apart from this, it also produces cakes, rusk, bread and other bakery products. The company’s factories have an annual capacity of 433,000 tonnes. The brand names of biscuits include Vita Marie Gold, Tiger, Nutrichoice Junior, Good day, 50-50, Bourbon, Thin Arrowroot, Nice, Little Hearts and many more.
At present, 90 per cent of Britannia’s annual revenue of ı22 billion comes from biscuits.
Britannia is one of India’s 100 Most Trusted brands listed in The Brand Trust Report.
Britannia introduced Good Day by positioning it just above its ‘glucose’ offering. Where on one hand, glucose biscuits offered just wheat, milk and sugar, Good Day attracted consumers with butter and dry fruits. It also ensured that its richness and indulgence remain preserved and ‘accessible’ to the masses.
In the year 2012, Good Day celebrated its 25 years of existence in the Indian market and became the largest and fastest growing brand for Britannia. Good Day is estimated to occupy a two-third market share in the indulgence segment valued at ı33 billion.
It has been more than two decades since it was first produced but the brand still continues to enjoy a fan following of consumers across all ages. The brand is synonymous with everyday indulgence which brings happiness into people’s lives.
Good Day as a brand has evolved itself with the everchanging taste and needs of the country. Starting from the butter variant, that was considered indulgence 25 years ago, and moving to the next level with dry fruits (cashew and pista) and now the chocolate variant, Good Day has always defined ‘indulgence’ in its own way. Through its various campaigns and tagline ‘Iska toh ho gaya re Good Day’, the leading cookie brand has spearheaded the message of abundance, goodness, indulgence and unrestrained joy. Moreover, with its lowprice and high quality, the brand has always enjoyed an advantage over its competitors.
The rise of dietary awareness has seen consumers seeking foods that complement their lifestyles while offering convenience, variety and economy, along with health and nutrition.
Britannia saw the writing on the wall. Its Eat Healthy, Think Better re-position directly addressed this new trend by promising the new generation a healthy and nutritious alternative that was also delightful and tasty.
Thus, the new logo was born, encapsulating the core essence of Britannia – healthy, nutritious, optimistic – and combining it with a delightful product range to offer variety and choice to consumers. Britannia bagged two National Quality Excellence Awards for 2013- one for Best End-to-End Customer Solution (Supply Chain), and the second, for Planning, Processes and Systems in 2013.
