“Bournvita does not need a brand ambassador, it is an ambassador in itself,” said Chandramouli Venkatesan, Managing Director, Mondelez India Foods Private Limited at the launch of Cadbury Bournvita Biscuits.
Banking on the emotional connect that the Indian consumers enjoy with Bournvita since decades, Mondelez launched the Bournvita Biscuits, the new product will target the morning segment and will be available on shelves from May 1 onwards.
Bournvita Biscuits is the company’s second brand in the category after Oreo, which was launched in 2011. With this Mondelez India has expanded its category footprint from creams to cookies.
India is among Mondelez’s top ten-priority markets for growth. At the moment Mondelez operates in India in the chocolate, gum/candy, cookies and powdered drinks categories and it is the number one brand in India in the biscuits segment. It also enjoys a 65% market share in India in the chocolate category.
Mondelez is present in fast moving categories and about 85% of its revenue comes from the fast growth categories. Over 40% of its revenue globally comes from the biscuits category, 30% from chocolates, 16% from gum/candy and 9% from cheese and grocery. It is the world number one in biscuits with gross revenue of approximately $10.6 billion and also world number one in chocolates category with approximate revenue of $8.1 billion, and with a strong footprint in emerging markets it enjoys an active growth.
Speaking about the newly launched Bournvita Biscuits for the Indian market, Venkatesan said, "Mondelēz International is the world’s leading Biscuit Company and India is a top priority for us. We see tremendous opportunity for growth in the Indian biscuit category. Bournvita Biscuits bring together the best of our global category expertise and innovation with our local insights and experience. I am confident that it will strengthen our position in the biscuit category in India.”
Adding to that, Chella Pandyan, Associate Director, Marketing, Biscuits India and Kids Fuel AP, Mondelez India Foods Private Limited said, “We wanted to introduce a very special second biscuit brand in India. The morning snacking occasion has a huge opportunity for a product that brings together taste and nutrition which consumers want. Bournvita Biscuits will provide the choice of a delicious biscuit enriched with the wholesome goodness of Bournvita - the drink Indian consumers have trusted for close to seven decades.”
Bournvita Biscuits will be available exclusively through a pre-launch on Snapdeal. The final launch will be supported by a high decibel integrated marketing campaign and a disruptive visibility strategy in modern and traditional trade stores.