Saffola has operated in the Indian food marketplace for 45 years and in 2010 extended into the expanding breakfast category. However the jump into the complex category was hasty, and with ineffective shelf impact, Saffola’s market share quickly began to suffer. The decision was taken to reinvigorate the brand and packaging in 2013, to transform it into a heavyweight contender in the breakfast space. After the new design launched, with the creative idea of ‘Young at Heart’, Saffola achieved the brand’s highest ever market share of 15.2%. The design continued to propel growth in the overall oats category, achieving a 21% market share just one year later. The biggest growth came in the flavoured oats category, where Saffola captured a strong market share of 40% after re-launch and now holds a leading market share of 67%. Saffola Oats has become the highest distributed oats brand in the country and a US $20million business.