Chennai: Britannia, leading player in the Rs 2,700 crore organised biscuit market, today launched its new variant of Tiger biscuits, the second largest selling biscuit brand in the country.
Named 'Tiger Banana,' the biscuits were fortified with iron zor and the goodness of banana to provide extra nutrition to children.
Launching the product, Britannia Marketing Manager Radhesh Verma said nutrition deficiencies were one of the most critical issues among children.
''About 65 per cent of children across income and social groups suffer from nutrition and iron deficiencies that impacts their physical growth and mental development'', he added.
Keeping this in mind, Britannia had come out with 'Tiger Banana,' which had delightful taste and nutritional benefit of bananas, he said.
It would be available in three price points of 30 gm (Rs two), 65 gm (Rs four) and 169 gm (Rs 10).
He said the Tiger brand of biscuits, which sells about 250 crore packets per annum touching 20 crore consumers, had become the children's favourite brand, available in every nook and corner of the country with affordable prices.
''It is more than a snack and a staple food in between meals.
Since kids look for variety and taste, after extensive research the company decided to launch Tiger Banana to add extra nutritional content to the children'', Verma said.