Mondelez India launches tiffin pack
Mondelēz India Foods has launched a new tiffin pack of its Cadbury Bournvita Biscuits.
Cadbury Bournvita Biscuits has been positioned as a morning biscuit that has pro-health vitamins along with the goodness of a Bournvita drink.
The new tiffin pack aims to offer convenience, freshness and portion control in serve size packs of six cookies, each containing nine such tiffin packs.
Cadbury Bournvita Biscuits is the company’s second brand in the biscuits category after Oreo, which was launched in 2011. Since its launch in April 2016, Mondelēz India Foods says Cadbury Bournvita Biscuits has had an excellent response from consumers for its signature crunchy, chocolaty taste.
Reinforcing its positioning of ‘Taiyyari Jeet Ki’, the inner tiffin packs come with a ‘Today, I will…’ section that allows mothers to write the pledge of the day for their children for when they carry the pack for an out of home snack.
Chella Pandyan, associate director of marketing for biscuits in India at Mondelēz India Foods, explains, “The morning consumption occasion is the single-largest consumption occasion for biscuits in India. With the success of Cadbury Bournvita biscuits, the next step for us was to rollout the product in larger-pack sizes to further build on our play in the morning consumption occasion.”
