Design agency Seymourpowell has collaborated with Mondelēz India on the launch of Cadbury Bournvita – a major extension to Mondelēz India’s biscuit portfolio.
Seymourpowell were tasked with creating the 3D product design for the biscuit, aimed at the breakfast biscuit category. The new product will seek to capitalise on the large morning biscuits occasion and secure a share of the Indian biscuit market – among the largest in the world by volume with further potential for growth, Seymourpowell said.
The new product is Mondelēz’s second biscuit brand in India, it added, and joins a range of beverages as part of the Bournvita brand.
Seymourpowell senior designer Magali Vitel said: “The challenge, in terms of engaging with children, was to provide a level of fun without undermining the mother’s trust in the serious nutritional benefits. Mothers are both guardians and mentors, so as well as appealing to children, the design had to draw upon Bournvita’s trusted taste and goodness to persuade mothers to switch from an existing plain sweet biscuit to a more healthy and satisfying Bournvita biscuit.”
The shape and form of the biscuit had to embody Bournvita’s brand essence of “tan ki shakti, man ki shakti”, meaning “vitality of body, vitality of mind”. It also had to be appealing in taste and engage children when drinking their morning milk, yet also appeal to mothers seeking a healthy and tasty snack in the “morning fuel” occasion.
Seymourpowell senior client director Bob Scott said: “The new design creates standout in the category by deliberately challenging the category convention of rectangular forms. The final round design is framed by two elements representing nutrition and progression: graduated building blocks, deliberately reminiscent of Cadbury’s chocolate blocks, imply progression and signal the chocolate taste; while ears of wheat reference the innate nutritional goodness. At the centre is an embossed symbol with the lettering BV to represent the Bournvita brand – born out of research that indicated Indian consumers relate strongly to symbols and iconography.”
Children’s fuel biscuits have faced pressure for growth because they are seen as healthy but not tasty, and are losing out to more indulgent biscuits. Bournvita biscuits present an opportunity in offering a value-added biscuit with a strong brand identity that delivers on taste for children and health and nutrition for parents. A chocolatey taste enriched with real milk and vitamins offers a perfect balance for the target occasion, Seymourpowell said.
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