Mondelez India Gives Oreo a New Twist - Introduces Golden Oreo
Further expands into the Biscuit Category by foraying into light colored cream biscuits
INDIA, July 14, 2016: After the successful launch of Cadbury Oreo and recently Cadbury Bournvita Biscuits, Mondelez India Foods Private Limited has taken yet another step to embed its footprint in India’s biscuit market with the launch of a light colored cream biscuit - Golden Oreo. Golden Oreo, an extension to the Cadbury Oreo family, further expands the company’s existing portfolio and marks its foray into the light colored cream biscuit market. Golden Oreo is a light colored cream biscuit which provides the same high quality and crunchy taste that is symbolic of Cadbury Oreo.
The Cadbury Oreo brand has gained strong consumer equity since its launch in 2011, making it one of India’s most loved biscuit brands. Golden Oreo seeks to leverage this equity to build a larger portfolio under the Cadbury Oreo brand.
Speaking on the launch of Golden Oreo, Chella Pandyan, Associate Director, Marketing, Biscuits India and Kids Fuel AP, MondelÄ“z India Foods Private Limited, said “MondelÄ“z International is the world’s leading Biscuits Company and India is a top priority for us. We see tremendous opportunity for growth in the Indian biscuit category. The five years since its launch, Cadbury Oreo has become the No. 1 Premium Biscuit in the country. Golden Oreo seeks to expand the appeal for the brand to wider set of consumers. I am confident that it will strengthen our position in the biscuit category in India.”
The launch will be supported by a high decibel integrated marketing campaign which will include a special TVC, and a disruptive visibility strategy in modern and traditional trade stores. Golden Oreo will be available across all major urban and rural retailers from mid-July and will be available in two SKUs — INR 35 for a 150g pack and INR 10 for a 50g pack.
About MondelÄ“z International
MondelÄ“z International, Inc. (NASDAQ:MDLZ) is a global snacking powerhouse, with 2015 net revenues of approximately $30 billion. Creating delicious moments of joy in 165 countries, MondelÄ“z International is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with billion-dollar brands such as Oreo, LU and Nabisco biscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; and Trident gum. MondelÄ“z International is a proud member of the Standard and Poor's 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com or follow us on Twitter at www.twitter.com/MDLZ.
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