PRAN Foods, a leading food and beverage company in Bangladesh, launched Potata Spicy Biscuit, a novel snack that combines the appearance and mouthfeel of both biscuits and potato chips, in India. Within a short span, the product achieved cult status, with the company claiming to export 50 tonnes of Potata every month to India by mid-2021. Following the success of Potata, leading Indian biscuit makers, ITC and Britannia have launched lookalike products under the brands Sunfeast All Rounder and 50-50 Potatoz, respectively.

Potata Spicy Biscuit, a potato-based savory cracker biscuit made by PRAN Foods, based in Bangladesh, has gained considerable popularity in India over the past few years.

Scope

– The novelty of the cross-category biscuit-chips format grabbed the attention of consumers who were snacking more often while cocooning at home during the pandemic.

– PRAN Foods capitalized on the similar consumer tastes and preference in its home base in Bangladesh and its target market, India.

– Sales of Potata on online platforms magnified the product reach during the pandemic-induced lockdown and public mobility restrictions.

– Consumer reviews and posts about Potata on social media drove awareness and purchases.

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Key Players

  • PRAN Foods

    The PRAN-RFL Group

    ITC

    Britannia

    Nestlé

    DS Group

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