Maker of premium cookies, Unibic Foods India Pvt. Ltd plans to focus on northern India market as they move away from being a mainly southern brand. The company may introduce family packs in its expedition to capture a share in Northern India.
There are plans to launch a range of healthy products in the next three months targeted at customers who lead active lifestyles. Unibic headquartered in Bangalore earns 60-70 per cent of total revenue from the south, led by Tamil Nadu, Kerala and Karnataka. The company said the north was always an under-developed market compared with other regions a decade ago, but it has expanded exponentially over a period of time. While Delhi-NCR is a highly evolved market and therefore the target ground for premium brands like Unibic, other parts such as Haryana and Uttar Pradesh are still evolving.
Unibic’s Managing Director, Nikhil Sen said “In the last decade that we’ve been in the market, we’ve been fairly successful in carving a niche for ourselves and we sit very happily as a premium brand above the Good Days of this world where we are selling at 30-50% premium from their normal offerings.” Unibic plans to launch a range of healthy products that are aimed at the maintenance side rather than the curative side. They will not claim to cure any conditions but they will fall under the better-for-you category such as millets and oats.
The company’s vision for the company is to be like Ferrero Rocher is to chocolates—a brand that’s built at a 50% premium to the overall market. There is a clear trend observed where urban customers are not too concerned about the price for biscuits—innovative flavours, variety and health aspects are key points that are important for them. For premium brands, differentiation and building a brand identity is key and connecting with the new age digital customer through different channels.