Britannia partners Warner Bros. Discovery to launch limited-edition Harry Potter biscuits

India – Britannia has partnered with Warner Bros. Discovery Global Consumer Products (WBGCP) to introduce a limited-edition Harry Potter-themed biscuit collection designed to delight fans of the iconic franchise.

The new product, Pure Magic Choco Frames, features open choco biscuits. Each pack contains five specially embossed biscuits, representing the four Hogwarts houses—Gryffindor, Slytherin, Ravenclaw, and Hufflepuff—along with one featuring the legendary Platform 9¾, a symbol that resonates deeply with Harry Potter fans.

Speaking on the collaboration, Siddharth Gupta, General Manager of Marketing at Britannia Industries, emphasized the company’s commitment to continuous innovation and consumer engagement.

“At Britannia, we are dedicated to constantly innovating and finding new ways to delight our consumers while evolving our portfolio to meet changing preferences,” Gupta stated.

He further highlighted that the partnership with WBGCP marks a significant milestone, combining the legacy of the Harry Potter universe with Britannia’s expertise in crafting indulgent treats.

“This collaboration is more than just a product launch; it is an opportunity to create a memorable moment that resonates with fans across generations,” Gupta added.

The Pure Magic Choco Frames biscuits are available for a limited time on Blinkit and at Reliance stores, offering consumers a chance to indulge in a nostalgic and immersive snacking experience.

Britannia’s history of creative and strategic collaborations

This latest collaboration is not Britannia’s first foray into creative partnerships to strengthen its brand appeal. The company has a history of teaming up with industry leaders and creative agencies to introduce innovative campaigns and products.

Earlier this year, Britannia collaborated with the creative agency Talented to launch a sustainability-focused campaign titled ‘Nature Shapes Britannia.’ 

The campaign featured out-of-home (OOH) billboards that physically conformed to the shape of nearby trees, making a visual and metaphorical statement about Britannia’s commitment to eco-conscious business practices. 

These billboards reinforced the company’s sustainability efforts in key areas such as plastic neutrality, waste management, circular economy, water conservation, and energy efficiency.

Additionally, in 2023, Britannia partnered with Zepto, India’s fastest-growing consumer internet brand, to enhance the online shopping experience. 

As part of this campaign, customers who purchased Britannia products on the Zepto platform were greeted with the company’s iconic ‘Ting Ting Ti-Ding’ jingle, a nostalgic sound that has been deeply ingrained in Indian households for generations. 

This innovative initiative aimed to keep Britannia close to its consumers while reinforcing its brand identity in a fun and interactive way.

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