Taking on Britannia's brand of Good Day cookies, Parle Products has introduced two new variants under its chocolate chip cookie brand — Hide & Seek.
Sporting flavours such as butter and cashew badam, Hide & Seek is pitting its offerings against Britannia's existing Good Day cookies in flavours such as butter, badam pista and cashew. Hide & Seek presently exists as a single chocolate chip cookie brand at the premium end of the biscuit market.
This is not the first time that Parle has introduced variants under its Hide & Seek brand. Pioneering the chocolate chip cookie category with its Hide & Seek brand in 1998, Parle had subsequently stretched the brand into three variants — orange, coffee and mint. However, poor offtake of these variants led the company to discontinue the products while Hide & Seek chocolate chip cookies continue to be a successful offering in the market.
Claims Mr A. Sundara Rajan, CEO, Market Search India Ltd, a MR firm which has done work for Parle Products, "For the first time Good Day will have a challenger brand at the national level. All this time Good Day had competition in the cookie market mainly from the regional players.''
In fact, cookies, which generally have high butter content, are manufactured by a host of regional players (mainly the local bakeries) and the big national players will have to fight for their share in this segment from the unorganised local players.
Making a comeback with its variants, Hide & Seek chocolate chip cookies will now comprise a basket of variants and will be pitted directly against Good Day's offerings in the organised sector.
Explaining the reasons behind the previous failure of the Hide & Seek variants, Ms Lakshmi Goyal, Business Director, O&M, the agency handling the account, says, "The chocolate variant had a broader appeal and this led other variants to fall by the wayside.'' The `exotic' nature of the variants did not help in their easy acceptance in the market and so this time around Parle has decided to include variants which Indian consumers are more familiar with.
The Hide & Seek variants are at a slightly less premium than that of its flagship chocolate chip cookie. Hide & Seek Cashew Badam is pegged at Rs 12 for 100 gm (Hide & Seek Chocolate Chip cookies is pegged at Rs 12 for 75 gms) while its Butter variant is priced at Rs 10 for 100 gms. Adds Mr Sundara Rajan, "Chocolate is an expensive ingredient and is expected to be costlier the other variants''.
With plans of a new campaign for the variants of Hide & Seek, Ms Goyal says, "Essentially we intend keeping intact Hide & Seek's brand values based on indulgence.''
Meanwhile, within the biscuit category the cookie segment is growing rapidly. Observes Mr Sundara Rajan, "Today there is a gradual shift upwards in terms of taste. Cookies having higher butter content are expected to be tastier.''