The Hindu : Business : Cadbury India launches new Perk

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Tuesday, Nov 10, 2009
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Cadbury India launches new Perk

Special Correspondent

CHENNAI: Cadbury India, on Monday, launched a new Perk with glucose energy chocolates.

The new Perk is aimed at youth in the age group of 14 to 18 years. Perk with glucose energy will offer two pieces in each and priced at Rs. 5 per 21 grams. The single piece pack is priced at Rs. 2 for 7.5 grams.

Addressing a press conference here, Anand Kripalu, Managing Director of Cadbury India, said the new Perk with glucose energy was the first offering under Cadbury India brand to contain glucose.

He was confident that the new Perk would help grow the Rs. 2,000-crore chocolate market.

V. Chandramouli, Executive Director (Strategy), said the company’s sales had risen to Rs. 1,587 crore in 2008 from Rs. 875 crore in 2005. Cadbury had been posting a compounded annual sales growth of over 22 per cent during these years.

The growth of Cadbury India was largely propelled by 10 power brands on the back of high investment in product promotion. Cadbury’s growth strategy, he said, always focussed on growing the overall market.

Given the low per capita consumption of chocolates (54 gm) in India and considering the wide variations in consumption behaviour across regions, income group et al, Cadbury India had to focus on innovation to expand the market.

In this context, he said the launch of Perk with glucose energy was a significant innovation targeted at youth who spent much of their time out of home and had the tendency to “go snacking”.

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