Mumbai: In a category filled with lofty claims and superfood comparisons, Britannia NutriChoice is taking a bold new direction with the launch of its “Face the Facts” campaign. With a packaging refresh that’s as straightforward as it is striking, the brand is embracing radical honesty — no frills, no exaggeration — just a whole wheat, fiber-packed cookie that proudly owns what it is.
Designed by Lowe Lintas, the campaign tackles the growing wave of ‘health-washing’ in the snacking space with a confident message: “We’re a cookie, and proud of it!” The new packs ditch the usual over-the-top health narratives and instead speak candidly to consumers who are looking for mindful choices without the pressure of perfection.
“Our Face the Facts campaign goes beyond a simple visual update. It is about opening a clear and direct dialogue with our consumers. The new NutriChoice packaging is a reflection of our honest approach — it sets the tone right from the first glance, without dressing things up. We want to empower consumers with knowledge, allowing them to confidently incorporate our cookies into their daily snack time,” said Archana Balaraman, General Manager, Marketing, Britannia Industries Ltd.
Britannia NutriChoice’s new campaign is all about transparency and celebrating snacking without the guilt. It champions cookies made from 100% whole wheat and rich in fiber — not as a substitute for kale or broccoli, but as a smart, tasty option for daily indulgence.
Vasudha Misra, President (Creative), Lowe Lintas, added, “With this packaging refresh, we wanted to cut through the noise and simply put the truth out there. It’s about empowering our consumers with clear information, so they can feel good about enjoying a Britannia NutriChoice with their daily chai.”
The “Face the Facts” campaign is already resonating with consumers who appreciate a no-nonsense approach to wellness. In a market that often overpromises, NutriChoice is setting a new standard — one where honesty, taste, and everyday health can all coexist in a single bite.
