Cadbury India to strengthen current portfolio

16 Oct 2012 Evaluate

Cadbury India, the chocolate major is planning to strengthen its current portfolio with the set of brands in the chocolate, malted drink (Bournvita) and gum and candy space, as none of these categories are saturated and can be grown further. So the company has decided to delay the launch of more brands from the Kraft Foods’ portfolio.

The company has introduced various brands in quick succession last year, such as Oreo, Tang and more recently, Toblerone from the Kraft stable. Launched in March last year, Oreo has managed to garner a 2.7% share in the cookies and crème segment and currently reaches out to seven lakh outlets.

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