Mondelez India has launched the ‘marvellous collection’ from its global portfolio under its flagship Dairy Milk brand, a move aimed at increasing sales in a slowing consumer market.
The company said that this chocolate bar aims to surprise consumers with its distinctive form and unpredictable inclusions. It will be available in two flavours, Jelly Popping Candy and Cookie Nut Crunch, priced at Rs 39 and Rs 80, respectively. It will be manufactured at the company’s new manufacturing facility in Sri City, Andhra Pradesh.
According to the company, with a quirky looking block and curiously shaped pieces of varying sizes made specifically for sharing, Cadbury Dairy Milk Marvellous Creations is a unique product. It is rightly wrapped in distinctive purple candy stripes. Cadbury Dairy Milk Marvellous Creations also extends to the design of the packaging.
Speaking on the launch of Cadbury Dairy Milk Marvellous Creations, Director – Marketing (Chocolates), Mondelez India, Prashant Peres said, “We are delighted to introduce global innovation like Cadbury Dairy Milk Marvellous Creations in India. Indian consumers now demand unique formats and eat experiences and given our global leadership in chocolate, we are well positioned to identify and bring some of our world leading brands to India. Cadbury Dairy Milk Marvellous Creations reflects India’s celebratory spirit and our objective is to bring fun and excitement into the way Indians enjoy their favorite chocolate. The product combines exciting inclusions like gems, jelly and popping candy in an indulgent bar of milk chocolate that literally explodes in your mouth with every unpredictably delicious bite.”
Mondelez controls about two-third of India’s confectionery market worth Rs 7,500 crore. The new range, positioned as mass premium, will be first available exclusively through Amazon before being rolled out across retail formats.
This is Mondelez’s third launch within a year after Bournvita biscuits and Oreo Gold even as demand for most discretionary products is hit due to a slowing economy. Mondelez grew the slowest in more than a decade in 2014-15 at 12.5 per cent although rival Ferrero managed to grow over 60 per cent through aggressive innovations despite premium pricing.