This new product will target the morning segment and will be available on shelves from May 1 onwards. Photo: ReutersThis new product will target the morning segment and will be available on shelves from May 1 onwards. Photo: ReutersMondelez India on Tuesday launched its second biscuit brand Cadbury Bournvita Biscuits in India.
Bournvita is our core product and we wanted to leverage its competitive advantage in the biscuit segment, informed Chella Pandyan, Associate Director, Marketing, Biscuits India and Kids Fuel AP, Mondelez India.
Bournvita Biscuits is the company's second brand in the biscuits category after Oreo, which was launched five years back, in 2011.
This new product will target the morning segment and will be available on shelves from May 1 onwards.
According to research done by Mondelez, 40 per cent of biscuit consumption happens in the morning in India, said Pandyan. He added, "The morning snacking occasion has a huge opportunity for a product that brings together taste and nutrition which consumers want."
Bournvita Biscuits has a combination of the ProHEALTH Vitamins that is unique to the malted drink along with its chocolatey taste, the company statement said.
Chandramouli Venkatesan, Managing Director, Mondelez India Foods said, "Mondel?z International is the world's leading Biscuits Company and India is a top priority for us. We see tremendous opportunity for growth in the Indian biscuit category. Bournvita Biscuits brings together the best of our global category expertise and innovation with our local insights and experience."
The launch will be supported by an integrated marketing campaign which will start with TV advertising in June 2016. "Along with this, we have a budget of distributing 10 million free samples of Bournvita Biscuits across locations in India," said Pandyan.
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The biscuits will be available exclusively for a week through a pre-launch on Snapdeal this month.
From the month of May, these biscuits will be available across all major urban and rural retailers.
They will be available in two packs - Rs 10 and Rs 25.
Globally, 40 per cent of the revenue of Mondelez comes from the biscuit category and it is the biggest revenue segment for the company followed by chocolate, informed Venkatesan at the product launch.
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