National, 27 March 2024: Winkin' Cow, India's beloved milkshake brand under the umbrella of Britannia, proudly announces a groundbreaking collaboration with Britannia Bourbon, marking a significant milestone in both brands' legacies. The introduction of the Bourbon thick shakes signifies one of the first-ever category crossovers within Britannia, merging the classic flavour of Britannia Bourbon with Winkin’ Cow's creamy richness to offer consumers an irresistible experience that breaks conventional boundaries.
Winkin' Cow, known for its commitment to innovation and quality, has continuously pushed boundaries since its inception in 2018. With impressive growth, achieving a revenue of Rs 100 Cr in FY22, the brand has captured the hearts of consumers nationwide with its creamy richness and diverse flavour offerings. Now, with the launch of the Bourbon Shake, Winkin' Cow embarks on a new journey of flavour exploration, marrying the classic taste of Britannia Bourbon with its signature milkshake expertise.
Commenting on the category crossover Amit Doshi, Chief Marketing Officer, Britannia Industries Limited said, "As we commemorate 70 years of Britannia Bourbon, the brand’s collaboration with Winkin’ Cow heralds an exciting new chapter in Britannia’s history. This partnership represents an exciting fusion of two beloved icons, resulting in the creation of the Winkin’ Cow Bourbon Shake, a fusion of flavours that redefines indulgence. Through this collaboration, we aim to not only honour the legacy of India’s original Britannia Bourbon biscuit, but also to push boundaries and create unique experiences for our consumers. The Winkin’ Cow Bourbon Shake embodies our commitment to craftsmanship and innovation, reflecting our dedication to delivering exceptional quality and taste in every sip."-
Commenting on the launch of the Winkin’ Cow Bourbon Shake, Mr. Abhishek Sinha, Chief Business Officer - Dairy, CEO Britannia Bel Foods Private Limited said, “We are excited to introduce our latest product under the Winkin’ Cow portfolio, the Bourbon Shake which is an innovation poised to redefine beverage consumption nationwide. This new addition to our product portfolio, which stems from the fusion of two of the most iconic brands within Britannia, aligns with our goals to give consumers more of what they love and make our brand stronger. The increasing demand for flavoured milk and dairy products in the Indian market fuels our commitment to innovation. As pioneers in infusing the original Britannia Bourbon flavour into shakes, this launch holds particular significance for our brand as it expands our chocolate-flavour range, to meet the growing demand from chocolate enthusiasts.”
This indulgent beverage embodies Winkin’ Cow’s ethos of quality, innovation, and consumer satisfaction by seamlessly blending the distinct flavour of Britannia Bourbon with Winkin’ Cow's expertise in milkshakes. It is specially crafted to appeal to new, younger consumers, reflecting Britannia Winkin’ Cow's strategic initiative to attract a broader demographic with its innovative offerings.
The Winkin’ Cow Bourbon shake is available at your nearby stores and exclusively in Reliance stores among Large Format Retailers.
About Britannia Industries Ltd.
Britannia is a 100+ year old Company and is a market leader in the Bakery category in India with an annual revenue of Rs 150 Billion. The company is into 2 large snacking categories-Bakery & Dairy, with trusted & iconic brands such as Good Day, Marie Gold, Milk Bikis & Nutrichoice. Britannia products are available in over 80 countries. The Company manufactures its products in nearly 100 factories, which are made available in over 6 Million outlets to eventually reach over 180 Million households in the country. The Company's vision is to be a responsible global, total foods company, and delight consumers with delicious, and wholesome snacks and beverages throughout the day.
For more information:
Shree Das: shreedas@britindia.com
Bristi Mondal: bristi.mondal@genesis-bcw.com
