Biscuit maker Britannia Industries expanded its Good Day product portfolio with the launch of ‘Wonderfulls’ in the mid-premium cookie category today. Addressing media persons during the launch in Chennai, Ali Harris Shere, Vice-President – Marketing, said demand for mid-premium category, in the price range of ₹200-₹400 a kg, grew 23 per cent last year. But there are not enough players to cater to the segment.

The mid-premium segment accounts for about 17 per cent in ₹4000 crore cookie market. “This presents a tremendous business opportunity for us,” Shere added.

Tamil Nadu contributes 20 per cent to the total Britannia Industries revenue of ₹8,500 crore and is an evolved market for premium biscuit categories.

Good Day brand alone accounts for revenue of about ₹2,600 crore. According to Shere, Wonderfulls has the potential of fetching about 10 per cent of Good Day revenues. Good Day Wonderfulls will have three variants – Choco Nut, Butter Almond and Berries and Nuts – and are priced at ₹10 for 30 gm and ₹25 for 75 gm. The biscuits are manufactured in Chennai facility, which was set up with investment of ₹40 crore. The capacity of the plant is 500 tonnes a month.

After Tamil Nadu, the product will be launched in Kerala, Karnataka, Andhra Pradesh, Maharashtra and North and East markets in coming months.