Cadbury India introduces iconic Oreo biscuit brand in India

Aims to Twist, Lick and Dunk its way into Indian Hearts
 

Mumbai, March 3, 2011: Cadbury India, as part of the Kraft Foods Group, today announced the introduction of the iconic power brand, Oreo biscuits, in India. The introduction marks the entry into a new category in India, with the aim to make the world‘s favorite biscuit, Oreo, one of India‘s favorite biscuits - leveraging the combined strength of Kraft Foods‘ global scale and expertise and Cadbury‘s strong track record in India.


"Oreo biscuits have been bringing millions of families together for nearly 100 years, and now, millions more will be able to enjoy the world‘s No. 1 biscuit in India. Oreo is the No.1 biscuit in the world by value and enjoys market leadership in many markets including the US and China," said Anand Kripalu, President – South Asia & Indo-China, Kraft Foods and Managing Director – Cadbury India. "Introducing Oreo marks the beginning of our journey in this growing category and we are readying ourselves to make Oreo a preferred choice with Indian consumers. The Indian biscuits market continues to show remarkable growth, a testament to rapidly developing consumer tastes that provides us the perfect opportunity to enter this category." According to an AC Nielsen study, the category grew at 17 percent in 2010, with creams and biscuits leading overall growth.

Cadbury India is launching Oreo in its classic flavor - dark chocolate colored biscuit with smooth vanilla crème – based on consumer insights that show Indian consumers responding enthusiastically to the product. Oreo will be manufactured locally, allowing the company to make it widely available to consumers. By end April, consumers will find Oreo on the shelves of hundreds of thousands of retail outlets across urban and semi-urban markets in attractive packaging at affordable price points.

"Oreo is more than just a biscuit. The 'Twist, Lick and Dunk' ritual has brought fun filled moments of bonding to countless families across the world," said Anand Kripalu. "The dunking culture already exists in India with adults dipping their biscuits in tea. We are now giving families a reason to dunk their biscuits in milk. Our extensive consumer research shows that more and more consumers are looking for new, innovative products. We think Oreo responds well to these preferences with its unique taste and special ritual of twist, lick, and dunk."

In addition to investing in its existing brands like Cadbury Dairy Milk, 5-Star, Perk and Bournvita, the launch of Oreo is part of the company‘s long-term strategy in India to gradually expand the business‘ operation from a pure play confectionary company to a more broader foods company that will leverage the global scale and expertise of Kraft Foods to win in India. Cadbury India‘s sales approach, robust sales infrastructure and extensive consumer insights enables the company to introduce new Kraft Foods products as it enters new categories and transforms its local business. Cadbury India, as a part of the Kraft Foods Group is investing significantly behind the launch of Oreo. Kraft Foods has built a strong track record of success in Asia Pacific with Oreo, tripling the region‘s Oreo business in just three years, with markets such as China leading the way.

Oreo FACTS

  • Oreo: delicious vanilla crème-flavor filling sandwiched between two chocolate flavored biscuits.
  • History: Launched 1912 in the US (almost 100 years ago)
  • Around 33,000,000 Oreo biscuits are eaten every day around the world!
  • Globally Oreo generates revenues of more than $1 billion annually
  • China is the world‘s second largest market for Oreo, since its launch in 1996. It is today China‘s #1 biscuit.
  • Pack and introductory pricing: Rs 5 for 3 biscuits; Rs 10 for 7 biscuits; and Rs 20 for 14 biscuits covering impulse, family sharing and heavy usage.