Biscuit major Britannia will be relaunching its Good Day cookie brand, in a move aimed at thwarting rivals ITC and Parle Products. There will be a packaging overhaul to give Good Day a fresh look, Britannia's managing director Varun Berry said.

Good Day is Britannia's top cookie brand, providing it about 26 to 27 per cent of its total annual turnover of Rs 7,775 crore. The packaging overhaul comes at a time when ITC and Parle Products have raised the game in cookies. According to sector estimates, Britannia's share in the cookie market is around 30 per cent, followed by Parle Products at 27 per cent and ITC at around 25 per cent.

Last year, Britannia had launched three cookies in a span of three months, including Good Day Chunkies, Nutrichoice Heavens, and Tiger Butter Krunch, signalling its intent to consolidate its position.