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.

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.

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.