labels: foods / beverages, britannia industries, advertising/branding
Britannia New Zealand Foods launches tasty Malai Chaska news
Our Corporate Bureau
24 March 2003

Hyderabad: Britannia New Zealand Foods Pvt Ltd (BNZFL) has announced the launch of fresh, rich and delicious cream cheese under the brand name Britannia Milkman Malai Chaska.

Made using the most advanced international technology, Britannia Milkman Malai Chaska is a soft, fresh and creamy ‘dairy spread,’ which has distinctively mild, tangy taste. Malai Chaska can be enjoyed as a spread on toast or parathas, as an ingredient in savoury dips and sauces, and also in sweet preparations like cheesecake.

During the initial phase of the launch, a free recipe booklet featuring delightful Indian and western dishes that can be made with Malai Chaska will be given with each tub. Britannia Milkman Malai Chaska is a product that will be enjoyed by the entire family, though children in particular will love its taste.

This new product is available in all major cities across India and is priced at Rs 35 for 180-gm spread tub and Rs 30 for a pack of six soft and spreadable cubes (120 gms). Being a dairy spread, Malai Chaska is to be stored under normal refrigeration conditions (not frozen).

It has a shelf life of six months. Even though the product is so tasty, it has just one-third the fat content of butter. Which is why the advertising tagline for this delicious new product is, ‘Khaoge nahin toh pachtaoge!’

Says BNZFL chief executive officer Pavan Malik: “Britannia Milkman Malai Chaska is a truly innovative product. Its unique formulation appeals to both, people who do not have a taste for cheese, as well as the regular cheese consumer. Being very versatile in its usage, we see Malai Chaska being an important part of our portfolio.”

BNZFL is a joint venture between Britannia Industries, India’s leading food company, and the Fonterra Cooperative group, New Zealand’s biggest company and one of the leading dairy groups in the world.

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Britannia New Zealand Foods launches tasty Malai Chaska