arle Products, the Mumbai-based maker of the world�s largest selling glucose biscuit brand, Parle-G, wants to widen its basket of offerings. Perhaps to reduce dependence on its flagship brand - which reportedly contributes about 50 per cent to the company�s turnover - Parle has trained its guns on the premium segment of the 42,000-tonnes-per-annum biscuit market in India. Expectedly, its only offering in this market, Hide & Seek, will lead the campaign.

As a first step in this direction, Parle Products introduced two variants under its chocolate chip cookie brand, Hide & Seek, earlier this year. With butter and cashew badam (the latter has since been withdrawn), Parle pit its Hide & Seek offerings against Britannia�s Good Day, which has flavours such as butter, badam pista and cashew. ... more