August 2006, Mumbai – Bournvita 5 Star Magic is the sparkling new identity of the age-old favorite malt food drink Bournvita. For the first time in its history, Cadbury India combines two of its most powerful brands Bournvita and 5 Star to present a unique caramelized fun taste to consumers.

The new product is an exciting offering to double the experience and taste for greater energy and confidence. Bournvita 5 Star Magic stands strong on its lineage and the core values of mental and physical strength. Sanjay Purohit, Director Marketing, Cadbury India Limited says, “ Cadbury continues to bring innovation by drawing consumer insights from various research findings.

One of our key observations has been that consumers respond more positively to the names and brands that already exist in their mind space. Our power brand 5 Star was a natural choice, when we wanted to add a novel flavour to Bournvita, that would translate into identifiable taste with added fun for the consumers.” “The idea behind the fusion of two of our most powerful brands is to further enhance the strong set of brand values – energy and taste - etched in the minds of consumers from both the products.

Bournvita 5 Star Magic has a great endearing taste and a promise of nutrition that makes it trustworthy for mothers”, added Sanjay. In line with its historical legacy, Bournvita 5 Star Magic is yet another attempt to reinvent the product composition, packaging, promotion as well as distribution.

This new variant of Bournvita is positioned to become a unique magical treat that offers the goodness of malt food drink and exciting caramelized taste. Bournvita 5 Star Magic is available in retail outlets and it is priced at Rs. 114 per bottle of 1kg jar.

Note to Editors:

Bournvita: Bournvita is the only MFD in the category that aims at the delivery of the emotional benefit of confidence via the functional benefits of ‘tan aur man ki shakti’. Since its launch in 1948, Cadbury Bournvita has always been the leading brown MFD brand in the country and the second largest MFD brand as a whole.

Promotion Plan: This new launch is being supported through media mix, which leverages television as the main channel and further builds up via print, radio, outdoor and internet.

Packaging: The sparkling new identity reflects an international trendy and confident look via a unique shape and the lid- described as a sunrise or a biker’s helmet. The revised graphics and colours emphasize the deep orange colour and the brand promise of mental and physical strength.