Britannia Launches 100% Atta Milk Bikis Biscuit

Pankaj Tripathi stars in the new campaign

Britannia has re-launched Milk Bikis biscuit as Milk Bikis 100% Atta Biscuit to meet kids’ nutrition needs. To study the attitudes of mothers towards kids’ nutrition during the ongoing pandemic, Britannia Milk Bikis set up a nationwide study among mothers of children aged between 4 and 12 years in the latter half of 2020. It emerged that 79% of Indian mothers feel the goodness of traditional foods such as doodh, roti, parantha, and daliya are missing in the diet of kids.

The nation-wide survey also revealed the contrasting attitude towards the taste of traditional foods —while mothers love the taste of foods such as doodh, roti, their children more often than not, didn’t.

In the backdrop of these findings, the brand today launched the 100% Atta product.

This new biscuit has been created with the goodness of milk and now has the added benefit of 100% Atta. One pack of Britannia Milk Bikis 100% Atta Biscuit offers energy equal to the energy provided by one glass of milk + one roti. 

Commenting on the launch of the new product, Vinay Subramanyam, VP Marketing, Britannia Industries, said, “The new Milk Bikis is a perfect example of upholding the goodness of traditional values and infusing in the form of a modern milk biscuit. That’s why we have partnered with Pankaj Tripathi, who is a modern parent, yet is true to his roots and tradition.”

Pankaj Tripathi on his association with the brand said, “Milk Bikis se mera sambandh bachpan se hai. Humare liye Milk Bikis aaj bhi utna hi anandbhara experience hai, jitna kal tha! Aur Britannia ne ab ise 100% Atta biscuit banakar bilkul adbhut game-changing launch kar diya hai.

Hume aajkal ke bachchon ki khaas nutritional zarooraton ka poora dhyan rakhna chahiye, aur ye naya Milk Bikis 100% atta ek yogya aur badhiya jawab hai uss national survey ka jo Britannia ne mothers ke saath kiya hai. Mera is brand ke saath association bada hi khaas hai, aue mujhe iss campaign pe kaam karke behad mazaa aya!” 

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