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Mondelez India launches premium innovation Cadbury Dairy Milk Silk Oreo
Tuesday, 10 January, 2017, 08 : 00 AM [IST]
Our Bureau, Mumbai
Mondelez India launched Cadbury Dairy Milk Silk Oreo, an innovation in the premium chocolate category. The product format is loved by consumers in several international markets (for instance, Cadbury Dairy Milk Oreo in the United Kingdom and Australia and Milka Oreo in Germany, Spain and France).
Globally-successful formats backed by the strength of the Cadbury Dairy Milk brand in India have unleashed the premium chocolate category. By launching Cadbury Dairy Silk Oreo in India, the company aims to further seize the growing opportunity in this category.
Prashant Peres, director, marketing (chocolates), Mondelez India, said, “We are really excited to launch one of our globally-loved platforms in India, in the form of Cadbury Dairy Milk Silk Oreo.”
“Indian consumers now demand unique formats and eat experiences, and given our global leadership in chocolate, we are well positioned to identify and bring some of our world leading brands to India,” he added.
“What’s special about Cadbury Dairy Milk Silk Oreo is its unique product format with smooth, creamy Silk on the outside and crunchy Oreo cookie and vanilla cream on the inside, which melt in your mouth to give you an indulgent yet crunchy Silk experience,” Peres stated.
“The next few years will be exciting for us, especially with India's chocolate market poised to be one of the fastest in the world. We see this as a huge opportunity to expand our chocolate footprint within the country,” he added.
The launch of Cadbury Dairy Milk Silk Oreo will be supported by a 360-degree communication campaign, which has been designed to demonstrate the soft, smooth and crunchy Silk experience and will include a new televison commercial, innovative outdoor and digital campaigns and strong in-store visibility.
Cadbury Dairy Milk Silk Oreo is first available for preview at Big Bazaar and Paytm. It will officially be launched in 1,00,000 traditional trade and modern stores in early January 2017. It is priced at Rs 75 and Rs 170.
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