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Mondelez India introduces premium biscuit offering Oreo Cadbury Dipped
Thursday, 06 December, 2018, 15 : 00 PM [IST]
Our Bureau, Mumbai
Oreo, Mondelez International’s leading biscuit brand, is taking forward the twist-lick-dunk ritual by expanding its trajectory in India with the launch of Oreo Cadbury Dipped, premiumising the biscuit category further with the cookies coated in Cadbury chocolate.

This is in line with the company’s global vision of Snacking Made Right, where it promises to offer its consumers the right snack, for the right moment, made the right way. The launch opens up a new segment for Mondelez India, after entering the cream segment with Oreo and the cookie segment with Bournvita Biscuits.

Speaking on the launch of Oreo Cadbury Dipped, Sudhanshu Nagpal, head, biscuits category, Mondelez India, said, “The launch of Oreo Cadbury Dipped stems from our constant endeavour to expand the brand’s narrative and consumption occasions.”

“As Oreo has always stood for bringing people together, we bring to them a winning combination of the yummy crème-filled chocolaty cookie layered with the iconic taste of chocolaty Cadbury,” he added.

“We believe that Oreo Cadbury Dipped will further strengthen our position in the fast-emerging chocobakery segment, which is truly a cross-pollination of our iconic chocolate and biscuit categories, delivering a delightful and unique experience for the consumer. After Oreo and Bournvita Biscuits, the launch of Oreo Cadbury Dipped will certainly open up interesting avenues in the snacking domain,” Nagpal said.

The launch of Oreo Cadbury Dipped will be supported by a 360-degree communication campaign, designed to demonstrate the unique multi-textural eat experience, combining the crunchy Oreo cookies with smooth Cadbury, which will include a new television commercial (TVC), innovative outdoor and digital campaigns and strong in-store visibility.

The launch of Oreo Cadbury Dipped kicked off with an exclusive preview tie-up with ABRL More Megastores and Flipkart, and will be available in two stock-keeping units (SKUs) – Rs 20 and Rs 60.
 
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