Britannia Industries, which introduced the world's favourite chocolate cream biscuit, Britannia Bourbon in India in 1955, has taken the original chocolate biscuit experience to an all new high with the re-launch of Britannia Bourbon in a reinvented chocolaty and crunchy combination.

Keeping in mind the consumers, Britannia has strategically worked on innovating Britannia Bourbon's product attributes and now offers a significantly superior experience adding to the original sinful indulgence. The notably re-crafted product maintains a balance between the original and the re-invented, as one bites into the biscuit.

Ali Harris Shere, Director Marketing at Britannia Industries said "Through our innovative launches we speak to our consumers about our endeavor to keep pace with their changing needs, tastes and preferences. Britannia Bourbon has emerged as an iconic brand that consumers connect with. Be it an adolescent or an adult, both have fond memories or a life event to recall pertaining to Britannia Bourbon.

The brand's shift in proposition marks the start of a journey where it intends to strengthen its credentials with the youth by connecting through the relevant life insight of 'Thoda Aur', making it an irresistible temptation. Bourbon now has Thoda Aur chocolate and crunch, and resonates with the youth's philosophy of wanting more out of everything in life."

The product packaging has also been made more youthful, contemporary and attractive. The colors are bright, the creative is inviting and enticing and the quality of packaging ensures that the delectable taste of the biscuits remains fresh for long.