April 1, 2023


Britannia Industries Ltd. has launched a super-premium, indulgent biscuit called Pure Magic Deuce, in an unprecedented product format.

Pure Magic Deuce marks Britannia’s foray into ‘bridge products’, a lucrative and fast growing segment within foods. The product consists of a dark, crispy biscuit with a slab of luxurious chocolate on top, which together delivers an enchanting, sensorial experience to the consumer’s palette.

Pure Magic Deuce is testimony to the Company’s commitment to drive innovations, deliver superior product experiences and become a Total Foods Company. Britannia believes that there has been no real innovation in the biscuits category in well over 8 years, and Pure Magic Deuce is the very first disruptive innovation that the category has seen in a long time. The product has gone through iterative development over the last 1.5 years in the Company’s R & D centre and Danish technology has been deployed to manufacture the product.

The product format has been created keeping in mind, youthful, indulgence seekers, who are constantly on the look-out for new food and snacking experiences. The luxurious coupling of rich biscuit and a slab of smooth chocolate on top sets it apart from other chocolate biscuits in the market, like chocolate sandwich biscuits, chocolate chip cookies, centre filled cookies and others.

The rich indulgence of Pure Magic Deuce comes in 2 variants – Milk Choco and White Choco and is priced at INR. 30/- for 60 g, containing 6 biscuits.

Ali Harris Shere, VP – Marketing, Britannia Industries Ltd. had this to say,

“Indian consumers are increasingly demanding new and unique formats and snacking experiences. What’s special about Pure Magic Deuce is its format; a slab of chocolate on a dark, crispy biscuit. This is truly the first disruptive innovation in the biscuit category in a very long time. We see this as a huge opportunity to expand our footprint in the macro-snacking category in India and move closer to our ambition of becoming a Total Foods Company”

The product is currently available in Delhi, Mumbai, Chennai, Bangalore, Coimbatore, Hyderabad and Pune.


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