Britannia Industries, the biscuit maker that is dreaming to become a total foods company in the world, has announced a slew of new things at its 100 year anniversary celebrations that was launched on Monday.

A change of guard is required once you hit your first century, like a batsman gets more prepared for more things after a century,  and the company has announced the launch of a new corporate logo. Managing director Varun Berry said the new logo will reaffirm the elements of excitement and goodness.

The company is planning a mega consumer campaign that would run across the country for three months. It would invest Rs 50 to 60 crore for this campaign.

As part of the celebration, Britannia has re-designed its brand identity and plans to launch innovative products, and re-launches of few of its premium products.

Britannia also plans to launch 50 new innovative products during the year, Berry said adding that the company would bring formats that are new to India in the biscuits category, going ahead.

The re-launch of its pillar products, including 50-50, Nutrichoice Digestive, Bourbon, Tiger, Nice Time and Pure Magic, are expected over the next 12 months, Berry said. The company also aims to strengthen its core business of biscuits, and also develop leadership in macro-snacking category.