The company sees the morning snacking occasion as a big opportunity for a product that brings together the best of taste and nutrition. Cadbury Bournvita Biscuits has been positioned as a purposive morning biscuit that has the pro-health vitamins along with the goodness of the drink Bournvita.
The new tiffin pack aims at offering convenience, freshness and portion control in serve size packs of six cookies (27.8gm each). The pack will have nine such tiffin packs.
Chella Pandyan, associate director, marketing, Biscuits India, Mondelez India Foods Private Limited, said, “The morning consumption occasion is the single largest consumption occasion for biscuits in India. With the success of Cadbury Bournvita biscuits, the next step for us was to roll out the product in larger pack sizes to further build on our play in the morning consumption occasion. We have also tried to build on the mother brand positioning of Tayyari Jeet Ki through some interesting packaging innovation aimed at facilitating a fun interaction between mothers and children.”
The tiffin pack has been priced at Rs 60
Cadbury Bournvita Biscuits is the company’s second brand in the biscuits category after Oreo, which was launched in 2011.