Mondelez India launches Cadbury Bournvita Biscuits Tiffin Pack
Aims at ritualizing the morning consumption occasion with its new multi-pack
Mondelez India Foods Private Limited, today announced the launch of the new tiffin pack of its highly successful Cadbury Bournvita Biscuits. With the launch of the new pack, Mondelez India is aiming to ritualize consumption in the larger span of morning occasions.
The company sees the morning snacking occasion as a big opportunity for a product that brings together the best of taste and nutrition. Cadbury Bournvita Biscuits has been positioned as a purposive morning biscuit that has the pro-health vitamins along with the goodness of Bournvita, a drink Indian consumers have trusted & loved for decades.
The new tiffin pack aims to offer convenience, freshness and portion control in serve size packs of 6 cookies (27.8) gm each. The Pack will have 9 such tiffin packs.
Cadbury Bournvita Biscuits is the company’s second brand in the biscuits category after Oreo, which was launched in 2011. Since its launch in April 2016, Cadbury Bournvita Biscuits has seen an excellent response from consumers for its signature crunchy, chocolaty taste which makes it a perfect fit for the morning snacking occasion.
Reinforcing its positioning of ‘Taiyyari Jeet Ki’, 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.
Chella Pandyan, Associate Director, Marketing, Biscuits India, Mondelez India Foods Private Limited 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. We have also 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.”
The tiffin pack has been priced at an affordable Rs. 60 and will be rolled out in all markets across India.