Britannia Bel Foods, a joint venture between Britannia Industries and French company Bel Groupe has unveiled the new brand identity of their co-branded product range ‘Britannia The Laughing Cow’.
‘Britannia The Laughing Cow’ logo will now be part of all integrated marketing communication touch points for the brand across packaging, online platforms & in stores.
Abhishek Sinha, CEO of Britannia Bel Foods said, “The new co-branded identity will enhance our brand’s credibility and showcase the versatile nutritious product range from ‘Britannia The Laughing Cow’. Our cheese is rich in nutrients. Today, the amount of protein consumed by Indians falls below the required benchmark and we, as a brand, aim to address this glaring issue.”
“Our endeavour is to educate and increase the protein intake among young India. This signifies our commitment to provide a range of delicious, nutritious and innovative products that is accessible to all our consumers,” Sinha added.
The campaign has been conceptualised by Havas Mumbai. Tarun Jha, CEO, Havas Creative India said, “We are excited to be a catalyst for Bel Britannia, partnering with these forward-thinking companies on this new, exciting journey. We cannot wait to make the best use of our strategic know-how and creative prowess, to maximise their collaboration’s potential and forge a successful route that will captivate audiences with engaging stories.”
Britannia Industries (BIL) and Bel Foods entered into a joint venture in December last year. Bel acquired a 49 per cent stake in Britannia’s wholly-owned subsidiary in BDPL (Britannia Dairy Private Limited). The entity thereafter is renamed as Britannia Bel foods Private. The products will be co-branded using the trademarks “Britannia” and “The Laughing Cow” and will be introduced in innovative formats, to ride on the fast-growing cheese category in the country.