August 21, 2014: As India is considered one of the important markets, snacks and beverage major Modelez International will be unveiling its new chocolate gifting brand dubbed Cadbury Glow in the country in September. It is evident that the brand is aiming to cash in on the rapidly growing aspirations of the consumers inIndia.
The Director, Chocolate Category & Media at Mondelez India Foods Ltd, Siddharth Mukherjee claims that the term Cadbury is pretty strong in the Indian market and hence it is considered the appropriate one for the global launch. He also revealed that the Cadbury Glow that is an international product took couple of years to develop and it is based on the inputs provided from different centers and international design agencies. As of now, the brand will be importing the product in bulk to the country and repack it here and they are looking forward to manufacture Cadbury Glow inIndiain future.
In an attempt to make the demand among the Indian consumers clear, the retailers have revealed that there is always a growing demand for the premium products. Several brands have come up in the country and are gaining success. Moreover, the super-premium products are priced twice than usual, but still this segment is witnessing growth inIndia.
Cadbury Glow is the third chocolate gifting brand by MondelezIndiaafter Cadbury Celebrations and Toblerone. It will be a luxury product that will carry a price tag of Rs 400 for pack with 16 units and Rs 600 for the one with 24 units. The highly popular Cadbury Celebrations gifting brand is available from Rs 50 to Rs 150 based on different stock keeping units, whereas Toblerone is a premium gifting option that costs between Rs 65 and Rs 400 per pack based on the quantity. The Rich Dry Fruit Collection gifting range is priced starting from Rs 250 up to Rs 575 per pack.
With this current move, Mondelez appears to be aiming to compete with the high-end imported products such as Godiva Chocolates fromBelgium.
