Mondelez India Foods Private Limited has launched a new “tiffin pack” of its Cadbury Bournvita Biscuits to target the “morning snacking” market.

Cadbury Bournvita Biscuits have been positioned as “a purposive morning biscuit that has the pro-health vitamins along with the goodness of Bournvita, a drink Indian consumers have trusted and loved for decades,” Mondelez said.

The new tiffin product comprises nine individual packs of six 27.8gm cookies, priced at INR60 (US$0.89) and to be rolled out across India.

Cadbury Bournvita Biscuits is the company’s second brand in the biscuits category after Oreo, which was launched in 2011. Mondelez said: “Since its launch in April 2016, Cadbury Bournvita Biscuits has seen an excellent response from consumers for its signature crunchy, chocolaty taste which makes it a perfect fit for the morning snacking occasion.”

“Reinforcing its positioning of ‘Taiyyari Jeet Ki’, the inner tiffin packs come with a ‘Today, I will..’ section that allows mothers to write the pledge of the day for their children for when they carry the pack for an out-of-home snack,” Mondelez said. “The inner pack serves as a way to initiate a dialogue between mothers and children and for mothers to prepare their children for the challenges that the day brings.”

Chella Pandyan, associate director for marketing of Biscuits India at Mondelez India Foods Private said morning is the “the single-largest consumption occasion for biscuits in India”. “With the success of Cadbury Bournvita biscuits, the next step for us was to rollout the product in larger-pack sizes to further build on our play in the morning consumption occasion. We have also tried to build on the mother brand positioning of Taiyyari Jeet ki through some interesting packaging innovation aimed at facilitating a fun interaction between mothers and children.”

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By GlobalData

Mondelez International said earlier this year that it would use its Cadbury and Bournvita brands to launch a line of biscuits in India to target consumers wanting to snack in the mornings. Mondelez – and formerly Cadbury – has been selling Bournvita malted beverages in the country for nearly 70 years.