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Cadbury's Perk gets a shot of glucose
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Thursday, 12 November, 2009, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Cadbury India, has launched a new Perk with glucose energy chocolates. The new Perk is launched aiming at the youth in the age group of 14 to 18 years. Perk with glucose energy will offer two pieces in each and priced at Rs 5 per 21 grams. The single piece pack is priced at Rs 2 for 7.5 grams.
Anand Kripalu, managing director of Cadbury India, said the new Perk with glucose energy was the first glucose contained brand being offered under Cadbury India. He envisaged the launch to aid Cadbury in the Rs 2000 crore chocolate market.
Currently, the company has “Five Star,” “Dairy Milk,” “Halls,” “Bubbalo” in the chocolate and bubble gum category respectively.
According to V Chandramouli, executive director (strategy), the company’s sales had risen to Rs1,587 crore in 2008 from Rs 875 crore in 2005. Cadbury had been posting a compounded annual sales growth of over 22 per cent during these years.
In India, Cadbury has five manufacturing facilities in the country — Thane, Pune, Gwalior, Bangalore and Baddi.
The growth of Cadbury India was largely propelled by 10 power brands backed by high investment in product promotion. Cadbury’s growth strategy is to focus on growing the overall market.
Given the low per capita consumption of chocolates (54 gm) in India and considering the wide variations in consumption behaviour across regions, income group et al, Cadbury India had to focus on innovation to expand the market.
In this context, he said the launch of Perk with glucose energy was a significant innovation targeted at youth who spent much of their time out of home and had the tendency to “go snacking.”
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