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With Dairy Milk Spready launch, Mondelez India enters spreads category
Tuesday, 12 February, 2019, 08 : 00 AM [IST]
Our Bureau, Mumbai
Mondelez India forayed into the fast-growing spreads category recently, with the launch of the new Cadbury Dairy Milk Spready. This made-in-India innovation brings India’s much-loved Cadbury Dairy Milk into a delicious spread format, thereby expanding into a new category.

With this launch, India’s favourite chocolate brand, Cadbury Dairy Milk, enters the kitchen consumption segment, transforming mundane everyday snacks into tasty, tempting and indulgent experiences.

Commenting on the launch of Cadbury Dairy Milk Spready, Anil Viswanathan, director, marketing (chocolates), Mondelez India, said, “Chocolate Spreads is a strategically important adjacent category witnessing fast retail value growth over the past few years.”

“With our tremendous equity in chocolate, we believe this is an opportune time for Mondelez India to foray into this category,” he added.

Vishwanathan said, “This format enables us to enter into our consumers’ homes, and their kitchens and be a part of their in-home consumption experiences. It is ideal for simple snacking occasions or can be used as an ingredient for baking by home chefs.”

“We want to be the first taste of chocolate for consumers in every format. At a competitive price point, consumers can now enjoy the alluring taste of Cadbury Dairy Milk in a format that complements their meals, snacks and desserts,” he added.

Cadbury Dairy Milk Spready, which is packed with milk proteins, calcium and the iconic Cadbury Dairy Milk taste, aims to take the consumers snacking experience a notch higher, by making everything Cadburylicious.

The launch of Cadbury Dairy Milk Spready will be supported with an extensive digital campaign, designed to highlight the versatility of the product and how consumers can make everything Cadburylicious.

Cadbury Dairy Milk Spready is available at all modern trade outlets and e-tailers, including Amazon, Flipkart and Big Basket in 200g packs priced at Rs 200.

Cookbook
To support the launch and to celebrate Cadbury’s 70th anniversary in India, the company unveiled the Cadbury Chocolate Cookbook, in association with chocolatier Zeba Kohli.

Filled with 70 tempting recipes like Cadbury Dairy Milk Brownies, Bournville Chocolate Sorbet, Bournvita Fudge, Oreo Chocolate Cheesecake, Cadbury Spready S’mores Cookies, etc, the cookbook is packed with delicious ideas to make everything Cadburylicious.

“We are also delighted to be partnering with chocolatier Zeba Kohli to launch our very special Cadbury Chocolate Cookbook, which has 70 recipes in which Cadbury Dairy Milk Spready and our other products can be used,” stated Vishwanathan.

Full-colour photographs and illustrations that detail trickier steps are accompanied by easy-to-follow instructions and handy tips, making this an ideal resource for kitchen novices and experienced cooks alike.

To launch the cookbook, prominent food influencers were brought together on board for a bake-off session. The Cadbury Chocolate Cookbook is also available on the Cadbury gifting portal and Amazon for Rs 1,200.
 
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