Mondelēz India has launched a new tiffin pack of its Cadbury Bournvita biscuits.
The company is aiming to solidify its position in the morning snacking occasion, which it described as ‘a big opportunity for a product that brings together the best of taste and nutrition’.
Cadbury Bournvita has been positioned as a morning biscuit that combines pro-health vitamins along with the goodness of Bournvita, a drink brand well known to Indian consumers. FoodBev reported on the launch of the breakfast biscuits in September.
The new tiffin pack aims to offer convenience, freshness and portion control in nine single-serve packs of six cookies each.
Chella Pandyan, associate director of marketing, biscuits for Mondelēz India said: “The morning consumption occasion is the single-largest consumption occasion for biscuits in India. With the success of Cadbury Bournvita biscuits, the next step for us was to rollout the product in larger-pack sizes to further build on our play in the morning consumption occasion.”
Cadbury Bournvita biscuits is the company’s second brand in the biscuits category after Oreo, which was launched in India in 2011.
Reinforcing its positioning of ‘taiyyari jeet ki’ (preparing for victory), the inner tiffin packs come with a ‘today, I will…’ section that allows mothers to write the pledge of the day for their children for when they carry the pack for an out-of-home snack. The inner pack serves as a way to initiate a dialogue between mothers and children and for mothers to prepare their children for the challenges that the day brings along.
“We have tried to build on the mother brand positioning of ‘taiyyari jeet ki’ through some interesting packaging innovation aimed at facilitating a fun interaction between mothers and children,” added Pandyan.
The tiffin pack has been priced at INR 60 ($0.90) and will be rolled out in all markets across India.
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