The digestive biscuit segment is growing at a fast pace due to rising adoption of healthy food habits and consumer awareness. These products are priced at a premium, with a much higher margin contribution for the companies compared with other products. ITC Ltd's suit against rival biscuit maker Britannia Industries Ltd which had alleged that the latter had copied the packaging colour combination of its digestive biscuit for their recently launched product. In the Rs 26,000 crore biscuit market, the digestives segment is estimated at around Rs 500 crore. British firm United Biscuits' McVities dominates the category. While Parle Products and Britannia are vying for the top spot followed closely by ITC, others such as United Biscuits and Mondelez have also been gaining share in niche segments such as digestives and cookies. ITC in its petition has sought damages for infringement of trademark and goodwill, and to withdraw the Britannia product in the current packaging. The conglomerate has claimed that Britannia's NutriChoice Digestive Zero brand has copied the packaging of ITC's Sunfeast Farmlite Digestive All Good biscuit.
