Mondelez India, under the leadership of Nitin Saini, who became the vice president of marketing in November 2022, is launching a combination of chocolate chips and cookies: Cadbury Chocobakes Choco Chip Cookies.
This is the third offering from the Cadbury Chocobakes brand. The other two are the Cadbury Chocobakes Layered Cakes and the Cadbury Chocobakes Choco Filled Cookies. Both were launched in 2020.
According to Saini, choco chip cookies are the biggest segment within the chocobakery category, and “building a strong position in biscuits is a priority.” The new Chocobakes cookies’ choco chips are bite-sized, and the vice president of marketing believes they will act as the “firepower” behind the product.
The decision to introduce a new cookie is consistent with the company’s long-term global strategy, Vision 2030, which aims to generate 90% of revenue from chocolate and biscuits, including baked snacks.
Mondelez India first entered the Indian biscuit category in 2011 with the launch of Oreo. Its turnover for 2021–22, as per Business Standard, was Rs 9,296 crore in 2021–22.
Despite its intimidating distribution and marketing hacks, Mondelez India will compete with brands such as Parle (Hide & Seek) and Amul’s choco chip cookies; both have been in the market for years and have enviable equity.
There is no particular consumer group that Cadbury Chocobakes Choco Chip Cookies prefers. “We are looking at families in the moment of joyful family time; we feel it’s for everyone, and that’s how we will position it,” reveals Saini.
The cookie’s distribution is as expected, with offline and online enjoying equal preference. However, the price points (Rs 40 and Rs 80) will play out differently. “The higher price point will have an over-index in modern trade while the Rs. 40 will have a main skew in traditional trade when it comes to expanding distribution,” explains Saini.
Mondelez India over the past few years has built a reputation for innovative work, especially with the use of technology.