Cadbury launches new Perk variant
11 Nov 2009
Cadbury India has launched a new variant Perk chocolate with glucose energy. At the launch in Chennai, Cadbury India managing director Anand Kripalu said the new product was targeted at the youth.
Although priced at Rs5 as before, the new variant comes with 50 per cent more grammage, making it a value-for-money proposition. It is also available in a single serve pack priced at Rs2.
"We want to grow the market with this product and expect this to be singularly responsible for adding three per cent to five per cent to the size of the market," Kripalu said. He said that the company would spend over 10 per cent of the sales in marketing the new product, which would replace the older variant of Perk chocolate. The Perk will come in twin-bar format with an eye catching graphic pack. The new Perk will be available in two pack sizes - 21 gm at Rs 5 and 7.5 gm for Rs2.
The Indian chocolate market is estimated at Rs 2,000 crore, growing at 18 per cent year on year. Cadbury has a 70 per cent share in this market. Cadbury has five manufacturing facilities in the country - Thane, Pune, Gwalior, Bangalore and Baddi.
It has enough scope to expand at these locations and would not need to add another capacity at least for the next two years. Cadbury India executive director (strategy & HR) V Chandramouli said. The company sources half its reqirement of cocoa domestically and imports the rest.
