Nov 15, 2018
Hershey India, a part of The Hershey Company, is set to enter the premium biscuit segment in the biscuit category with the launch of Sofit Protein Cookies.
Hershey India is focusing on key brands like Hershey’s and Sofit to enter and build relevance across different snacking occasions in the country. In the last decade, Hershey India has successfully grown the brand (and hence, the soy milk category) by an estimated CAGR of 20%.
The brand plans to drive the unique Sofit proposition and invest appropriately across all mediums relevant to its target audience. With a robust marketing plan that will span across TV, digital, PR, activations and in-store presence through an engaging and all-encompassing 360-degree campaign, the brand is aiming to strengthen its footprint in the $2.8 billion biscuit segment.
Sofit has built a distinct protein proposition for itself and that is the sole reason Hershey’s chose Sofit to be the best brand to take this big leap of entering a very big biscuits category. Going forward, the company’s intent is to build Sofit into a snacking portfolio of different categories.
Targeted at working adults residing in large metro cities, Sofit Protein Cookies will benefit individuals who are keen on leading a healthy and active lifestyle.