The new brand is expected to co-exist with Britannia's Good-Day biscuit which is also a premium brand.The company has also chalked out plans for its mass market biscuit brand Tiger, the largest selling brand in biscuits. The company will be introducing variants of the mother brand in the next three months.

According to Britannia Industries managing director & CEO Mr Sunil Alagh:"The company has received a favourable response for its new launches Britannia Milkman Cold Coffee and Sweet Lassi across the country".

Speaking to The Financial Express, Mr Alagh said the volumes of its biscuit brand 50:50 have jumped by 20 per cent after the company decided to sponsor Kaun Banega Crorepati in which 50:50 has entered into a co-branding initiative. Says Mr Alagh: "After our company started beaming the 50:50 TV spots in September, the volumes have gone up by 20 per cent. Now we can not produce enough to cope with customer demand."

In a bid to promote its entire product range, Britannia launched the Kaun Banega Crorepati offer from October 3, 2000, to January 2001. Under the offer, 2,400 lucky winners will get the opportunity to participate inthe quiz show.

Explains Mr Alagh: "There are only two routes to participate in the quiz show now. Either you call up Star Plus channel or take part in our - Britannia Khao, Kaun Banega Crorepati Mein Jao." To gain visibility for its new dairy products, the company has already begun airing a high voltage television campaign last week.

Britannia Industries leads in the Rs 2,000-crore branded biscuits market with a share of about 38 per cent, followed closely by Parle Foods. Biscuits are the revenue drivers for Britannia Industries, contributing about 70 per cent to the company's turnover.

Other biscuit products include Nice, Cream Treat, Snax, MarieGold, Pure Magic and Little Hearts.