The Hindu Business Line : Cadbury aims for a Byte of sweet snack segment

Speaking to Business Line, Mr Sanjay Purohit, General Manager (Marketing), Cadbury India, said, "All this time we have had salted bag snacks. Cadbury is now looking at extending its equity in chocolates to a sweet-snacking format through Cadbury Bytes."

Cadbury Bytes is a crispy choco-filled snack and is priced at Rs 5 for 18 gms. The product is being outsourced and manufactured in Maharashtra by the Kolhapur-based company, ShreeWarana Sahakari Dudh Utpadak Prakriya Sangh Ltd. Cadbury Bytes is made of wheat flour with cocoa solids as an inner filling.

Ad agency Contract, Mumbai, which is already handling certain Cadbury brands such as Celebrations, Heroesand Éclairs, will now add Cadbury Bytes to its list.

The agency has already aired a television commercial in Telugu and intends rolling out the same in the rest of the southern States. The commercial is based on the theme of sharing and revolves around a convict on the run. But after sharing Cadbury Bytes with a small kid, the convict is forced to surrender himself.

It carries the baseline, `Share the snack, Share the joy'. Apart from Contract, the company has appointed Ogilvy One for its direct marketing initiatives. Ogilvy One has already started its programme — Byte Ideas — inviting consumers to give their response for the new brand.

According to Mr Rajiv Sabnis, Vice-President, Contract Advertising, "Sweet snacking is a new concept and Cadbury has opened up a separate category under snacking. While there are other sweet snacks in the market, there isn't one with a chocolate-filled centre."

Commenting on the challenges to grow the sweet snack category, Mr Sabnis added, "The key task is to get the Indian palate to accept sweet snacking. The purpose is to carve a niche in the market which already has all types of snacks."

Taking no chances following the worms controversy, Chocolate Bytes packs claim: "Every Byte in this pack is filled with delicious Cadbury choco-cream. If you are not entirely satisfied with this snack, return the complete package to the consumer services cell, stating the nature of complaint and where and when purchased."

More Stories on : Brands | Food & Dairy Products

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
PVR Pictures, Factory form joint venture

Cadbury aims for a Byte of sweet snack segment

`Taste Buds' now in Kochi

India Post seeks to issue charge cards in rural areas

Orchid brand PC launched