Mondelez India announced today the launch of its new biscuit brand, Cadbury Bournvita Biscuits.
The new biscuits, backed by consumer insights and the strength of India's beloved malted beverage Bournvita, will target the morning segment and hit shelves May 1.
Bournvita Biscuits is the company's second brand in the biscuits category after Oreo, launched in 2011. These new biscuits, featuring ProHEALTH Vitamins and a signature chocolatey taste, will offer consumers a balanced morning snack.
"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," says Chella Pandyan, associate director, marketing, Biscuits India and Kids Fuel AP, Mondelez India Foods Private Ltd. "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."
The new brand is set to expand Mondelez India's category footprint from creams to cookies.
Its launch will be supported by an integrated marketing campaign and a visibility strategy in modern and traditional trade stores. The biscuits will also be available exclusively through a pre-launch on Snapdeal, India's largest online market place.
"Mondelēz 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," says Chandramouli Venkatesan, managing director. "I am confident that it will strengthen our position in the biscuit category in India."