MUMBAI: Britannia Nutrichoice is shaking things up on supermarket shelves with its bold new ‘Face the Facts’ campaign a refreshing take on snacking that’s as honest as it gets.

The brand's revamped packaging throws pretence out the window, confidently declaring, ‘We’re a cookie, and proud of it!’ No exaggerated health halos or super food comparisons just a whole wheat, high fibre snack you can actually enjoy without second guessing.

Conceptualised by Lowe Lintas, the campaign embraces transparency and a straight talking approach, setting a new tone for mindful indulgence without guilt tripping consumers into unrealistic expectations.

Britannia Industries Ltd. general manager, marketing Archana Balaraman stated, “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.”

Lowe Lintas president (creative), Vasudha Misra 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.”

By embracing clarity and rejecting gimmicks, Britannia Nutrichoice celebrates the simple joy of snacking no filters, just facts.