Press Releases - Cadbury 'Ulta Perk' perks up Indian cocoa confectionary market

Cadbury ‘Ulta Perk’ perks up Indian cocoa confectionary market

October 5, 2007: Cadbury India today announced the launch of ‘Ulta Perk’, in order to strengthen its portfolio in the fast-growing wafer- confectionary market.

Most of us have been enjoying the chocolaty wafer taste of Perk since more than a decade. Just when you thought that a simple wafer confectionary could not innovate itself, Cadbury India brings ‘Ulta Perk’, an innovative ‘Wafer outside, choco-cream inside’ product to the retail stores around you. ‘Ulta Perk’ will be available across retail stores in key cities and is priced at Rs. 5 only. The product is targeted towards teenagers and youth.

Commenting on the launch, Sanjay Purohit, Executive Director – Marketing, Cadbury India said, “The product construct and pricing for ‘Ulta Perk’ has been designed to meet the needs of our largest target segment – the youth and will broaden our product appeal and options to the consumers”.

‘Ulta Perk’ will be the second product offering from Cadbury in the cocoa confectionary-wafer segment, further augmenting the highly successful ‘Perk’ brand. Perk was launched in the market in 1995 and has seen consistent growth through the years. The cocoa confectionary wafer market is around 35 % of the total chocolate market and has been growing at around 13% annually. The launch underpins Cadbury India’s confidence in this growing cocoa confectionary wafer category.

Extensive consumer research and testing has been undertaken to determine the product taste, format and the communication campaign. ‘Ulta Perk’ has been test marketed in the South Markets – Tamil Nadu & Karnataka for over 6 months and has received excellent response from the consumers.

‘Ulta Perk’ will see a multi-media marketing campaign to connect with the target consumers. A 360-degree campaign will be rolled out in the first week of October. The campaign will be a mix of television commercials, outdoor, consumer contact activities, etc. Cadbury India has tied up with leading coffee chain Café Coffee Day for direct sampling of the product in top cities. Extensive product sampling will also take place in the first two months across 25 towns.