Mondelez India is betting big on strengthening of premiumisation trends in the biscuits and cookie category. The company, which is known for brands Oreo and Cadbury, has also been ramping up the distribution of cookie brand Biscoff. Recently, the company also introduced the limited edition Oreo x BTS cookies in India.
Nitin Saini, Vice President – Marketing, Mondelez India told businessline, “ Just like some of the other consumer product categories, we are also witnessing a strong trend of premiumisation in the biscuits and chocolates categories. We are seeing good performance when it comes to the premium segment of the market with growing household penetration.”
In November, Mondelez India had announced the launch of cookie brand Biscoff as part of its global partnership with Lotus Bakeries. Saini said the company has been focusing on ramping up distribution of the brand across e-commerce as well as modern trade and traditional trade retail stores.
“We have been focusing on making the brand more accessible to consumers including launching it at the Rs 10 price point. In the past six months, we have also ramped up the brand’s distribution to more than 300,000 stores,” he added.
Talking about the brand Oreo’s partnership with K-Pop band BTS, Saini said, “ India is an important Oreo market and that is why we are bringing this global activation to life in the country too. We have launched the limited-edition Oreo Korean Sweet Pancake Cookies, which has unique cookie embossments featuring member names, fan-coded symbols and is inspired by Korean street food culture. The band’s fandom is not just limited to big cities but also in smaller cities and towns.”
The company’s other recent launches include packaged brownie product under brand Cadbury on the e-commerce channel. Saini said that segment, though not well-developed in the country, offers strong growth potential.