Mondelēz ramps up premium offer in India with Cadbury Dairy Milk Silk Oreo
The company’s Choco-bakery platform, which mergers biscuit and chocolate brands, was one of four chocolate innovation platforms identified by the company when it split from Kraft Foods in 2012.
The Cadbury owner has since launched a string of products under the platform globally, such as Milka LU in France.
Mondelēz said its latest innovation, Cadbury Dairy Milk Silk Oreo, will help it capitalize on the growing premium segment in India.
It plans a TV commercial to support the launch as well as digital campaigns.
The product, retailing at Rs. 75 and Rs. 170 ($1 and $2.49), will roll out across 100,000 traditional trade and modern stores in early January.
Prashant Peres, director of marketing for Chocolates at Mondelez India, said: “We are really excited to launch one of our globally loved platforms in India, in the form of Cadbury Dairy Milk Silk Oreo…
“The next few years will be exciting for us especially with India's chocolate market poised to be one of the fastest in the world. We see this as a huge opportunity to expand our chocolate footprint within the country.”
Cadbury Fuse and R&D investments
Mondelēz has a leading 65% of the Indian chocolate confectionery market, according to Nielsen, while the firm’s Cadbury Dairy Milk portfolio has a 41% brand share in the country.
Mondelēz has recently grown its premium offer in India by launching countline brand Cadbury Fuse last September and Cadbury Dairy Milk Marvellous Creations in August.
The Indian market leader is currently constructing a $15m global research, development and quality center in Thane, Maharashtra, due to be operational in 2018.
The R&D hub will employ around 150 scientists, engineers and other specialists.