Milk Bikis Classic relaunch cashes in on ’90s nostalgia
The Hindu
In the midst of a challenging year, Britannia relaunches its 40-year-old Milk Bikis formula, complete with retro packaging
When a biscuit becomes a meme, you know it has struck a chord. “There is a deep-rooted emotion of growing up with Milk Bikis — a feeling that this biscuit is a marker of childhood,” says Vinay Subramanyam, VP – marketing, Britannia Industries. He adds that he has been seeing memes floating around social media, connecting the biscuit to children from the ’80s and ’90s. Now adults, but still chasing the comfort of simpler times by dipping ‘bikkis’ into tea. Vinay discusses the decision to cash in on this product’s emotional strength, particularly in Tamil Nadu, in the midst of a difficult year. The brand has relaunched its original packaging and recipe, as a limited edition named Milk Bikis Classic, in a nostalgic bid to attract customers eager for familiar comfort. The focus of the launch is Tamil Nadu, a State where it boasts a 40-year-old legacy and a 95% market share. Which is why, foregoing decades of recipe updates and fortifications that the milk biscuit went through, the new launch features biscuits with the old taste — and familiar floral pattern — that children of the 1990s grew up with.More Related News