Unlike Oreo which is placed in the premium segment, the company plans to position Bournvita biscuits within the mainstream segment. Mondelez will be investing heavily on distribution and promoting the newly introduced biscuits.
Mondelez has tied up with marketplace Snapdeal to exclusively pre-launch the biscuits for a week before they hit retail stores next month.
The company is also planning to make India one of its global production hubs. It has invested almost $200 million in Sri City (Andhra Pradesh) factory.
From Cadbury to Mondelez
Cadbury India Limited, a subsidiary of Mondelez International, changed its name to Mondelez India Foods Limited in line with the gradual changeover of the name of all subsidiaries of Mondelez International globally. The word “monde” stands for world and “delez” for delicious.
Commenting on the move, Manu Anand, Managing Director, Mondelez India Foods Limited, said: “With the change in name of the company to Mondelez India Foods Limited, we conclude the process of transition that began over two years ago. We are today the pre-eminent and most loved food company in India with leadership in fast growing categories, strong route to market, robust innovation pipeline and world class talent and facilities. This change is yet another milestone in this exciting journey of success and leadership.”
According to the company officials, the change in the name of the company will have no impact on the names or packaging of its products like Cadbury Dairy Milk, 5 Star, Gems, Bournville, Perk, Celebrations, Choclairs, Halls, Bournvita, Tang and Oreo, which will continue to be sold under the same brand names as before. The new name of the company will appear on the backside of the product pack.