MUMBAI: Britannia, Indian food-products major, has decided to enter the snacking category. Lowe Lintas will provide the creative thrust that will propel the entry of Britannia in this new category. Lowe Lintas was awarded the creative mandate after a multi-agency pitch process.

Snacking is one of the largest and fastest growing sub-categories within the food category in India. The category, worth Rs 24,000 crore, is witnessing a lot of new players entering the market. The snacking market is projected to grow annually at a CAGR of 7.5 per cent till 2023. Britannia plans to enter the category with Timepass - a range of baked snacks in exciting formats and flavours.

Speaking about the appointment of Lowe Lintas, Britannia Industries Ltd business head – adjacent and new business Jayant Kapre said, "In line with Britannia’s vision of being a total foods company, it was a natural move for Britannia to make an entry into this category. We looked at the tremendous growth of the snacking category over the past half-decade. Our approach will be not just to create an innovative portfolio of products, but one that is represented by a memorable brand persona. We look forward to working with Lowe Lintas in gaining a meaningful entry into this competitive category."

It is noteworthy that Lowe Lintas currently handles the creative duties for a large share of Britannia's portfolio, and this appointment only fortifies the brand's faith in the consistently effective work delivered by the agency.

Lowe Lintas president Hari Krishnan commented, "We are Britannia’s lead creative partner and to be chosen for a new category is a vindication of our strengths in consumer understanding, strategy and our creative firepower. Snacking is a category where consumer demand is triggered by two types of hunger – mouth hunger & stomach hunger. Most of the packaged snacks fall into the mouth hunger category and is generally an addictive and/or mindless activity. Based on this insight, we have worked with the Britannia team on the strategy, brand name and communication and that’s how the brand name Timepass was frozen. We look forward to developing some exciting and Timepass work."

The account will be handled out of Lowe Lintas Bangalore, and the scope entails building on and offline brand campaigns for Britannia's Timepass.