Amul declares war against other butter cookie brands in India
New Delhi : Call it a marketing strategy or an open war against the other cookie brands, Amul has taken it strongly in the advertisement showing the lack of butter content in the other cookies available in market.
Roping in customers as its advertisers, Amul co-operative has launched a campaign called AmulButterCookie Challenge, asking the consumers to post pictures of the butter content in the cookies of popular products from major FMCG rivals like Parle, ITC and Britannia, who have an established market in the space.
Amul is the latest competition these brands have to face.
#AmulButterCookie #ContestAlert— 𝕵𝖚𝖎 𝕯𝖚𝖙𝖙𝖆 (@JuiDutta08) July 21, 2019
No my Britannia Tiger Butter Cookies...is not upto the mark.
Butter (0.45%) 🤪#AsliButterCookie #AmulButterCookie
Thanks team #Amul
for this information and opportunity. pic.twitter.com/YDFI399voC
Amul has accused other cookie makers of using vegetable oil in their products while the butter content in itself is negligible.
In a Twitter post, Amul said that while other butter cookies contain only 0.3%-3% of butter, the majority content is vegetable oil with 20-22% presence. On the other hand, Amul uses 25% Amul butter and has zero vegetable oil content, the company said.
I bought GoodDay butter cookies 150g pack. It contains only 2% of butter.#AmulButterCookie #ContestAlert#AsliButterCookie #Amul pic.twitter.com/1E417YYrun— Rakhshanda (@jabeen_77) July 21, 2019
With obvious reasons of extra butter in cookies, the price of the cookie is also comparatively more than the other brands available in the market.