Kraft introduces Oreos to India
Cadbury India, as part of the Kraft Foods Group, is to introduce the Oreo biscuit brand to India. The introduction marks the entry into a new category in India. “Oreo is the number one biscuit in the world by value and enjoys market leadership in many markets including the US and China,” says Anand Kripalu, president, South Asia & Indo-China, Kraft Foods, and managing director, Cadbury India.
He adds, “Introducing Oreo marks the beginning of our journey in this growing category. The Indian biscuits market continues to show remarkable growth, a testament to rapidly developing consumer tastes that provides us the perfect opportunity to enter this category.”
According to an AC Nielsen study, the category grew at 17% in 2010, with creams and biscuits leading overall growth. Oreos will be available from the end of April and the products will be manufactured locally, allowing the company to make it widely available to consumers.