brand into the cookie space, marking its second extension of the brand in five months.
In August, the company had entered breakfast cereals via Bournvita, launching it in two markets, including Maharashtra and Andhra Pradesh.
About Company
Mondelez International, Inc., often stylized as Mondelēz, is an American multinational confectionery, food, holding and beverage and snack food company based in Chicago, Illinois.
Mondelez has an annual revenue of about $26 billion and operates in approximately 160 countries.
Fourth new launch in biscuits
Within biscuits, this will be the fourth launch after Oreo in 2011, Bournvita biscuits in 2016 and Cadbury Chocobake cookies in early 2020.
The biscuit category has been among the fastest growing food segments in the last 6-8 months, led by in-home consumption during the Coronavirus (Covid-19) pandemic.
Biscuit Market Size
The organised biscuit market in India – valued at Rs 37,000 crore in size – grew at double the rate of growth in April-May against pre-Covid levels as people stocked up during the lockdown.
Market Share of Company
Mondelez has a nearly 10 per cent share of the cream cookies market, dominated by players such as Britannia (Treat, Milk Bikkis), Parle Products (Milano) and ITC (Sunfeast).
Comment from Company
Sudhanshu Nagpal, associate director, marketing, biscuits, ” Bournvita is a legacy brand, which has stood for nourishment for over 70 years.
We wanted to build on this equity of nutrition and health by looking at all morning snacking occasions.
Parts of it have been unveiled now with the two launches we’ve had in the last few months.
This journey will continue into the future.”
Experts expressed
Expert say that consumers are open to new products within biscuits since many are seeking safe and innovative eating experiences.
This has prompted biscuit makers to look at interesting products, targeting heath and wellness apart from making them as affordable as possible.
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