Cadbury Dairy Milk Silk Oreo launched

INDIA – With an aim to expand its footprint further in the chocolate category, leading chocolate and confectionery maker Mondelez India has launched Cadbury Dairy Milk Silk Oreo in the premium category.

The company’s Choco-bakery platform, which mergers biscuit and chocolate brands, was one of four chocolate innovation platforms identified by the company when it split fron Kraft food in 2012.

Mondelez India has a market share of over 65 per cent in the Rs 7,500 crore, with Cadbury Dairy Milk portfolio enjoying 41 per cent market share.

“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.

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We see this as a huge opportunity to expand our chocolate footprint within the country,” Mondelez India Director-Marketing (Chocolates) Prashant Peres said in a statement.

Mondelez said its latest innovation, Cadbury dairy milk Oreo, will help it capitalize on the growing premium segment in India.

The product retails at Rs75 and Rs170 ($1 and $2.49) will roll out across 100,000 traditional trade and modern stores in early January.

The Indian market leader Mondelez is currently constructing a $15m global research, development and quality centre in Thane, Maharashtra due to operation in 2018.

January 8, 2017; http://www.business-standard.com/article/pti-stories/cadbury-dairy-milk-silk-oreo-launched-117010800256_1.html

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