German food giant Dr. Oetker entered India’s growing breakfast cereal market on today (21 September), with the launch of its muesli brand Vitalis.
Dr Oetker’s local unit is importing Vitalis from Germany and the brand will go on sale in seven Indian cities, including Delhi, Mumbai and Chennai.
Vitalis will be available in four variants in India, including raisins and honey and chocolate granola. It is priced at Indian rupees INR189 (US$3.91) for 375g.
Growing health awareness in India, along with more disposable income has created a breakfast cereal market that is growing at an estimated 25% per year, according to analysts quoted recently in the local media.
“In India, we are convinced we will create a new category of 100% crunchy muesli,” said Dr. Oetker India managing director Oliver Mirza. The success of Vitalis will certainly provide the impetus to launch our other international products in the years to come.”