Britannia with its brand Actimind has launched two variant of milk for consumers 200/250ml .It would be first test launched into chennai urban market .After consumers feed back would be rolled for national market . Britannia has already started its production of UHT (Ultrahigh temperature ) packaged milk for consumers of Delhi , Bangluru and Mumbai markets . Its has regular pack and other slimz format pack of zero fat and zero cholesterol .UTH helps in preserving milk for longer period .It has shelf life of 3 months .
Britannia exited this market in year 2004 .It started this venture in year 1997 . With launch of flavoured milk"" Zip Sip "' and packaged milk by the name of "Milkman "with joint venture partner New Zealand's Fonterra group . Now that Fonterra has exited from the joint venture , Britannia is re entering this segment to diversify from bakery products . Main competitors for this dairy segments are Horlicks and Amul , Nestle and Amrit
Britannia had problem with cost over run in last venture when it had to buy milk from dairies and was pitted against co operatives like Amul and Mother Dairy .It had to increase its price of packaged milk which resulted in steep fall in market share . However Britannia's other products like Butter , Whitener , Ghee , Cheese have substantial market share and are well established in their categories
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