With Spready, Cadbury is expanding in-home consumption: Anil Viswanathan
As Cadbury celebrates its 70th anniversary in India, Mondelez India has forayed into the fast-growing Spreads Category with the launch of new Cadbury Dairy Milk Spready. This made-in-India innovation brings Cadbury Dairy Milk into a spread format, thereby expanding into a new category and entering the kitchen consumption segment.
The launch of Cadbury Dairy Milk Spready will be supported with an extensive digital campaign, designed to highlight the versatility of the product and how consumers can make everything #Cadburylicious. Cadbury Dairy Milk Spready is available at all modern trade outlets and e-tailers like Amazon, Flipkart and Big Basket, priced at Rs 200 for 200 gm.
Commenting on the launch of Cadbury Dairy Milk Spready, Anil Viswanathan, Director - Marketing (Chocolates), Mondelez India, said, “Chocolate Spreads is a strategically important adjacent category witnessing fast retail value growth over the past few years. With our tremendous equity in chocolate, we believe this is an opportune time for Mondelez India to foray into this category. This format enables us to enter into our consumers’ homes and their kitchens and be a part of their in-home consumption experiences. It is ideal for simple snacking occasions or can be used as an ingredient for baking by home chefs. We want to be the first taste of chocolate for consumers in every format. At a competitive price point, consumers can now enjoy the alluring taste of Cadbury Dairy Milk in a format that complements their meals, snacks and desserts.”
“We are also delighted to be partnering with Zeba Kohli to launch our very special Cadbury Chocolate Cookbook, which has 70 recipes where Cadbury Dairy Milk Spready and our other products can be used in innovative recipes,” Viswanathan added.
Speaking to Adgully, Vishwanathan informed, “We had already started rolling it out the product in December 2018 and are now commencing our consumer activation. It will take us about 3 months to get the distribution wide enough, but consumers can find the product in stores in Mumbai and most of the regions. By the end of February 2019, we should be fairly wide.”
When asked about the strategy behind entering the spreads segment, he replied, “We wanted a different view in this segment. It’s not about making the spread, but we wanted people to get an opportunity to have a different form of Dairy Milk and the opportunity for us to taste that is endless. That is the context. Of course, competition exists in this segment and they are big global brands and are very popular as well. They have a market of their own and so we will be there too.”
Vishwanathan further observed, “At Cadbury, we are constantly endeavouring to make chocolate more relevant. Most children love chocolate, but when you grow up, you tend to lose that bond with chocolate. So, our job is to make sure that none of you lose that touch with chocolate. That’s the ongoing journey to keep it relevant. You can, of course, play around with the taste in a certain way, depending upon the people to make it more interesting and to increase market response.”