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UNIBIC, Australia's finest cookies, come to India
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Friday, 01 April, 2005, 08 : 00 AM [IST]
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Nandita Vijay, Bangalore
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UNIBIC, Australia's fastest growing speciality biscuit manufacturer with a history of over 5 decades, launched two cookie brands - ANZAC and Bradman in India. The company, which has its presence in Australia, New Zealand, US, UK and Canada, has set up its first manufacturing facility outside Australia, in Bangalore. The Rs 15-crore state-of-the-art production facility in Bangalore on the Tumkur Road will cater to both the Indian and International markets. Using Australian technology and world-class raw material, the facility will produce the finest quality cookies with similar ingredients as used by UNIBIC Australia, the company claims.
UNIBIC India has introduced ANZAC & Bradman in the first phase and will subsequently roll out a number of speciality brands during the course of the year. It will target a national presence by the end of 2005. Both ANZAC and Bradman cookies are available in Trial packs, Regular packs and Family packs ranging from Rs 5 to Rs 25 and Gift tins ranging from Rs 100 to Rs 150 in all leading retail outlets.
D D Saxena, Managing Director, UNIBIC India, said, "ANZAC and Bradman are iconic brands which are known not only for their superior quality and taste but also have a strong emotional connect through the social contributions they make to the community. In India too the proceeds from the sale of each pack will contribute towards the support of Indian Jawans, war widows and the under-privileged children".
"In India, three percent of proceeds from the sale of ANZAC cookies will go to Indian Jawans. These funds will be used for limb replacements and war widow training. Plans are in place to organise 3000 limb replacements and train 5000 war widows to provide better life opportunities. A percentage of the proceeds from the sale of Bradman cookies will go towards the development of underprivileged children," informed Saxena at a press conclave.
An intensive marketing programme has been put in place to support both ANZAC & Bradman brands. Besides a trial and sampling programme covering 2 million audiences for ANZAC & Bradman cookies in South India, Maharashtra and Goa, it will also complement the direct marketing efforts through school outreach programmes, in pack promotions and contests to build excitement around the brand. The company would target sales of over Rs.100 crore in the next five years.
According to Michael Quinn, Chairman, UNIBIC India, and Managing Director, UNIBIC Australia, India offered a potential market opportunity with the consumers demanding sophisticated and better quality of products. "Our mission is to offer innovative, high quality products, provide the best opportunities and working environment for its people, and use its successes, resources and influence to benefit the community and environment. We have invested in a state-of-the-art plant in Bangalore to ensure that we serve not only the Indian market but also export to other countries".
ANZAC has become an iconic brand in Australia and ANZAC Day is celebrated each year on April 25. Its origin can be traced to the World War 1 where the Australian and New Zealand soldiers were fighting for the first time. The wives and mothers of the soldiers made cookies from oats so that they could survive the long journey from Australia and New Zealand to the battlefields and trenches in Europe. The ANZAC cookies - as they became known, proved very popular among soldiers as it reminded them of people back home who cared for them. ANZAC cookies were also sold to raise money for the Red Cross in support of war veterans. Till today the ANZAC spirit continues to bind soldiers together around the world to honour the men on the frontline.
Chocolate chip cookies were the favourite cookies of the legend Sir. Donald Bradman. For the very first time, Bradman foundation has given the rights to use Sir. Donald Bradman's name to UNIBIC India exclusively. These cookies, which proudly carry his name, represent the character of the man and in association with the Bradman Foundation, will directly support the development of India's under-privileged children.
UNIBIC Australia is a privately owned company specialising in the manufacture of speciality biscuits with a glorious history of over 50 years. It is focused on proactively supporting the work of not-for-profit charitable organisations like the Returned Soldier's League (RSL) and the Starlight Children's Foundation of Australia, contributing directly from the sale of the cookies.
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