Bakery and dairy products maker Britannia Industries is expanding its wellness food portfolio with an aim to tap the growing number of health conscious consumers in India.

“We will continue to expand our health and wellness food portfolio that includes biscuits, breads, dairy products and breakfast cereals,” Britannia Industries Category Director Health and Wellness Ms Anuradha Narasimhan told PTI.

Currently health and wellness portfolio is about 50 per of Britannia’s product range and sales, and is set to become bigger, she added.

The firm had a total sales of Rs 4,220 crore last fiscal.

Though the company does not plan to get into any new category, it is primarily looking to consolidate and expand offerings in the existing ones.

As a part of the plan, the firm today launched a range of healthy breads, priced between Rs 22 and Rs 25 for a 400 gram pack, which is about 20-25 per cent more compared to its regular breads. The new range is being launched primarily for the Delhi market to start with.

“The adult health food category that includes items such as edible oil, breakfast cereals, biscuits, dairy products and breads is growing at the rate of 30-35 per cent annually.

Earlier this year the company had rolled out oats under ’Healthy Start’ brand in Mumbai, has recently introduced it in Tamil Nadu.

“In the next one month we will nationally roll out ’Healthy Start’ oats,” she said.

Similarly, after testing the latest healthy breads portfolio in Delhi, Britannia will take it to other regions of the country.

“Delhi is the largest bread market for us. It usually takes 3-4 months for us to test a new product before it is ready for a nationwide launch,” she added.

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