Cadbury India announced the national launch of 'Ulta Perk', a wafer-based chocolate. 'Ulta Perk' has been test marketed in southern states like Tamil Nadu and Karnataka for over 6 months and is now being launched in other parts of India.
The product is targeted towards teenagers and youth. 'Ulta Perk' will be the second product offering from Cadbury in the chocolate-wafer segment, after the ‘Perk’ brand.
Commenting on the launch, Sanjay Purohit, executive director – marketing, Cadbury India said, “The product construct and pricing for ‘Ulta Perk’ has been designed to meet the needs of our largest target segment – the youth and will broaden our product appeal and options to the consumers”. The product is currently priced at Rs 5.
Perk was launched in the market in 1995 and has seen consistent growth through the years, said the company. The chocolate wafer market is around 35% of the total chocolate market and has been growing at around 13% annually.
A 360-degree campaign will be rolled out in the first week of October. The campaign will be a mix of television commercials, outdoor, consumer contact activities, etc. Cadbury India has tied up with leading coffee chain Café Coffee Day for direct sampling of the product in top cities. ‘Ulta Perk’ will see a multi-media marketing campaign to connect with the target consumers.