Britannia forays into breakfast foods

Britannia Industries has entered the breakfast foods segment with the launch of Britannia Healthy Start, a range of ready-to-cook breakfast menus.

Designed to cater to  Indians in the urban market, the company has introduced ready-to-cook upmas, pohas, porridges and oats. The range has presently been launched in Mumbai only and is available at all leading retail outlets.

The product mix includes the traditional veggie poha and classic oats along with variations like the Chinese upma and poha, tomato spinach upma, multi-grain porridge and strawberry oats.

''The Britannia Healthy Start range is made with natural ingredients in just five minutes. It also has great health value as it contains no transfats, no cholesterol, no MSG and no preservatives,'' said Vinita Bali, managing director, Britannia Industries.

The upma and poha product range is available in 160-170 gm and 320-340 gm packaging, priced between Rs33-65. Britannia's porridges are available in variable packages of 150, 200, 300 and 400gm packs and are available at Rs33-105 depending on the size.

Britannia Industries is one of India's leading food companies and a leader in the bakery and dairy segments in the Indian marketplace.