Marie is back in business!

The age-old teatime companion is back again. Marie Biscuit, the generations old biscuit had lost its sheen but now, biscuit makers have again woken up to its potential.

A few days ago, ITC launched its Marie biscuit while their rivals Parle and Britannia are again focusing on the ‘Marie’ category.  Marie is now being positioned as a family biscuit, catering to people of all ages. While the overall biscuit industry is growing at a rate of 7-8%, the Marie category is growing 17-18% per year.  Now, Marie has more variants as well, including the healthier Wheat fiber, Oats variant and Orange flavored.  And every company is marketing it differently, as well. ITC is repositioning it as a healthy biscuit, Britannia’s Vita Marie Gold is targeting women consumers and Parle too is working on innovating their version of Marie.

Its surprising to think that Marie which was introduced by Britishers as a teatime biscuit has today become a national favorite. Currently, Britannia’s Marie is ruling the market but new entrants are emerging everyday.