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Aims at double-digit share for the brand

— Shashi Ashiwal

Mr Anand Kripalu, Managing Director, Cadbury India, at a press conference in Mumbai on Wednesday.

Our Bureau

Mumbai, July 4

Cadbury India has entered the gum market with a new brand – Bubbaloo.

With intentions of emerging as a strong player in the confectionery category, the chocolate major is expecting to get double-digit share for the brand within two years of launching its gum brand.

At a press conference, Mr Anand Kripalu, Managing Director, Cadbury India, said, “Bubbaloo is expected to contribute five per cent of our total business. We have imported technology for making this product and have set up new manufacturing lines for the brand.”

Pegging Bubbaloo at Rs 1 per unit, the brand will be made available in two flavours — strawberry and mixed fruit.

The company would be distributing the product through its existing network for the mass market brands.

The Rs 180-crore gum category is presently dominated by two big brands — Boomer and Babool, both of which comprise a 87 per cent share in the category. Cadbury expects to differentiate its brand of Bubbaloo with a liquid centre and appeal to a wider audience compared with the existing slab gum bubbles targeting the pre-teenage segment.

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