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Eyeing a bigger share of the snacking category, Mondelez India is foraying into the crispy-eat finger format segment with the launch of Cadbury Dairy Milk Crispello. The company said that with India emerging a key innovation hub for the AMEA (Asia, Middle East and Africa) region, it is keen to take this Made-in-India innovation to other markets.
Anil Viswanathan, Director - Marketing (Chocolates), Mondelez India, said that as “the category leader”, the company is focussing on expanding the overall chocolate segment by getting insights into novel consumption experiences to meet the expectations of the fast-evolving consumers.
Finger format for Gen Z
“We found that Generation Z consumers are increasingly looking for multi-textured and complex eating experiences in the chocolate category. So the new launch is part of our ongoing journey of offering differentiated consumer propositions, as it combines crispy and creamy texture in the shareable finger format,” Viswanathan said.
Targeted at out-of-home snacking consumption occasions, Crispello, which is priced at ₹30, will compete with products such as Nestle’s Kitkat.
Modelez will leverage on the network of stores equipped with refrigeration to launch the product in the urban region.
“As a strategy, we have a broader view of the snacking category to grow our business. We are seeing a lot of opportunities in this segment. Crispello’s is yet another launch in this direction and we hope to grow our share of the snacking consumption occasions associated with lighter yet indulgent chocolate products,” he said.
Over the years the company has been adding a slew of premium offerings in a bid to uptrade the consumers, such as Dairy Milk Silk Oreo, Cadbury 5 Star 3D, and Cadbury Fuse.
“India has become a strategic market for the company globally, and has been one of the growth engines for the business. We have made substantial investments in R&D, which has enabled India to become a larger innovation source hub for the AMEA market,” said Viswanathan, adding that the company may take Crispello to markets beyond India. In the past, it has taken brands such as 5 Star to other markets.
Talking about the overall chocolate segment, Viswanathan said, “While we saw softness in growth due various macro-economic conditions in the past, we saw a revival in 2017-18. We have been able to tap into all the high growth segments in the chocolate category and we are seeing a good double digit growth.”
Mondelez India has also been making strategic investments to expand its sales through the e-commerce channel.
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