Mondelez launches Cadbury Dairy Milk Silk Oreo in India
The market leader in the chocolate category (as per Nielsen), Mondelez India today announced the launch of yet another product innovation in the premium chocolate category, Cadbury Dairy Milk Silk Oreo. The product format is widely loved by consumers in several international markets – Cadbury Dairy Milk Oreo in UK and Australia and Milka Oreo in Germany, Spain and France. Globally successful formats backed by the strength of Cadbury Dairy Milk brand in India have unleashed the premium chocolate category. By launching Cadbury Dairy Silk Oreo in India, the company aims to further seize the growing opportunity in the premium chocolate category.
After the successful launch of India’s first ‘centre-filled’ Chocolate – Cadbury Dairy Milk Silk Caramello, India’s first ‘aerated’ Chocolate – Cadbury Dairy Milk Silk Bubbly, and most recently global innovation bundles Cadbury Dairy Milk Marvellous Creations and Cadbury Fuse, with Cadbury Dairy Milk Silk Oreo, Mondelez India is taking innovation one notch higher, by bringing the Biscuit & Chocolate category under one product. With this launch, Mondelez India has yet again combined its deep consumer insights, global expertise in chocolate and breakthrough innovation capabilities.
Talking about the new innovation, Prashant Peres, Director - Marketing (Chocolates), Mondelez India said, “We are really excited to launch one of our globally loved platforms in India, in the form of Cadbury Dairy Milk Silk Oreo. 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. What’s special about Cadbury Dairy Milk Silk Oreo is its unique product format with smooth, creamy, Silk on the outside and crunchy Oreo cookie & vanilla cream on the inside, which melt in your mouth to give you an indulgent yet crunchy Silk experience. The next few years will be exciting for us especially with India's chocolate market poised to be one of the fastest in the world. We see this as a huge opportunity to expand our chocolate footprint within the country”
The launch of Cadbury Dairy Milk Silk Oreo will be supported by a 360-degree communication campaign, designed to demonstrate the soft, smooth and crunchy Silk experience, which will include a new TVC, innovative Outdoor & Digital campaigns and strong in-store visibility. Cadbury Dairy Milk Silk Oreo is first available for preview at Big Bazaar & Paytm, followed by the official launch in 100,000 traditional trade and modern stores, in early January 2017. Priced at Rs. 75 and Rs. 170, Cadbury Dairy Milk Silk Oreo is all set to give chocolate lovers a Silk experience full of crunch & indulgence!
Mondelez India is the market leader in the chocolate category with the largest market share – over 65% (as per Nielsen) of the Rs. 7,500 crores (approx) in India for over five years (since 2010). The biggest chocolate brand in India continues to be Cadbury Dairy Milk portfolio, currently at 41% (as per Nielsen) market share.