Cadbury launches Oreo Choco Crme in India
Mumbai: Cadbury India, part of Kraft Foods, today announced the launch of Oreo Choco Crme in the country. The iconic biscuit brand, which successfully forayed into the Indian market last year with classic vanilla crme, will now expand its Oreo portfoliowiththe launch of Oreo Choco Crme.
After dunking its way into Indian hearts through the classic vanilla Oreo,the newOreo Choco Crmeis 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 Indias favorite biscuits. It has received an overwhelming consumer response in its first year itself. With thelaunch of Oreo Choco Crme, 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 Crme will drive further growth for the brand in India. Oreo Choco Crme 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 Crme will be available in two SKUs 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.
So get ready to enjoy some delicious moments with the new Oreo Choc Crme!
*Source: Neilson 2012, **Source: IMRB 2012
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