Keeping in kind India as a critical market and one of its international touch points, Hershey India, a part of The Hershey Company, is set to foray into the premium, ‘Better for You’ segment in the biscuit category with the launch of Sofit Protein Cookies.
Hershey India is focusing on key brands like Hershey’s and Sofit to enter and build relevance across different snacking occasions in the country. In the last decade, Hershey India has successfully grown the brand (and hence, the soy milk category) by an estimated CAGR of 20%.
The brand plans to drive the unique Sofit proposition and invest appropriately across all mediums relevant to its target audience. With a robust marketing plan that will span across TV, digital, PR, activations and in-store presence through an engaging and all-encompassing 360-degree campaign, the brand is aiming to strengthen its footprint in the $2.8 billion biscuit segment.
Herjit Bhalla, Managing Director, Hershey India, said, “Over the years, Sofit has built a distinct protein proposition for itself. That is why we believed Sofit was the best brand to take us into this big leap of entering a very big biscuits category. Going forward, our intent is to build Sofit into a snacking portfolio of different categories. Till now it has been a single category beverage brand.”
“Sofit is well-regarded among consumers as a brand that provides protein and other nutrients. Sofit Protein Cookies makes it easy and convenient to have a crunchilicious snack that is better for you,” he added.
Targeted at working adults residing in large metro cities, Sofit Protein Cookies will benefit individuals who are keen on leading a healthy and active lifestyle.
Sofit Protein Cookies will be available in modern trade, large general trade stores and e-com in big cities. The product will be sold at an attractive price point of Rs 45 for the small pack (100g) and Rs 65 for the take home pack (150g).