Cadbury launches Oreo Choco Crème in India

 

Cadbury launches Oreo Choco Crème in India

Mumbai: Cadbury India, part of Kraft Foods, today announced the launch of Oreo Choco Crème in the country. The iconic biscuit brand, which successfully forayed into the Indian market last year with classic vanilla crème, will now expand its Oreo portfoliowiththe launch of Oreo Choco Crème.

After dunking its way into Indian hearts through the classic vanilla Oreo,the newOreo Choco Crèmeis a delicious treat for both chocolate loversand Oreo fans. The chocolate flavor sandwich biscuit has a tasty dark chocolate cookie layer outside, with a real cocoa chocolate filling inside.

Speaking on the launch, ChandramouliVenkatesan, Director Snacking & Strategy, Cadbury India said, “We launched Oreo last year with an aim of making it one of India‘s favorite biscuits. It has received an overwhelming consumer response in its first year itself. With thelaunch of Oreo Choco Crème, we aim to further strengthen the brand equity and expand the reach.”

He further stated, “There is tremendous opportunity in the Indian biscuit market, especially in the chocolate cream segment. Indians love the chocolate flavor, which is the single largest cream flavor in the Indian market with a share of 45%* of the cream segment. Another interesting fact is that44%** of Indian households are sole chocolate cream consumers. I believe that with the brand equity of Oreo established, the launch of Oreo Choco Crème will drive further growth for the brand in India. Oreo Choco Crème will be our second pillar that will drive the success of this brand among Indian consumers.”                                

´Family togetherness‘ is at the heart of the brand, providing families with an opportunity to spend more time together, creating memorable moments through the much-loved ´Twist Lick Dunk‘ ritual. The launch will be supported by a 360 degree communications campaign that will add a refreshing new layer to the well-established platform of ´family togetherness‘.

Oreo Choco Crème will be available in two SKU‘s Rs. 15 for a 6 unit slug pack of 58.8 gm and Rs. 30 for a 12 unit slug pack of 117.6 gm, across all retail outlets pan India.

 

*Source: Neilson 2012, **Source: IMRB 2012

ABOUT CADBURY INDIA       

Cadbury India Ltd. is a part of the Kraft Foods Group. Cadbury India operates in five categories - Chocolate confectionery, Beverages, Biscuits, Gum and Candy. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Bournville, Celebrations, Halls, Éclairs, Tang and Oreo.

ABOUT KRAFT FOODS

Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love. Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2011 revenue of $54.4 billion. Twelve of the company‘s iconic brands Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident generate revenue of more than $1 billion annually. On Aug. 4, 2011, Kraft Foods announced plans to divide and create two independent public companies: a high-growth global snacks business and a high-margin North American grocery business. The transaction is expected to be completed before the end of 2012. A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. Visit www.kraftfoodscompany.com and www.facebook.com/kraftfoodscorporate.

 

For more information please contact:

Atul Malikram

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