Mondelez India, which operates in the chocolate, beverages, biscuits and candy categories, has announced its expansion into the wholesome biscuits segment with the launch of Bournvita Crunchy. With this new launch ‘A Crunchy Bite of Wholegrains & Berries’, the company is strengthening its ‘Better for You’ product offering, fulfilling the constantly evolving snacking needs of consumers looking for balanced indulgence. Bournvita Crunchy will be available on shelves, across the country, from this month.
Sudhanshu Nagpal, Associate Director, Marketing (Biscuits), Mondelez India, said, “As per our recently released State of Snacking Report, most Indian adults say they are snacking more today than before. Given the unprecedented times, health and hygiene has become very important for our consumers and they are looking up to their trusted snacking brands for nourishment and wellbeing. Taste continues to remain an important factor for our consumers, as they choose snacks to create eat experiences with their families, at home. Bournvita Crunchy brings together the best of our global category expertise and innovation with these local insights and experience.
“Our endeavour has always been to provide unique eat experiences and a broad range of product offerings to our consumers – from indulgent to wholesome. Our latest launch – Bournvita Crunchy, is in line with this commitment and we’re confident that this wholesome product with provide our consumers with a ‘guilt-free’ snacking experience.”
Bournvita Crunchy will be yet another addition to the ‘better for you’ product from Mondelez India, which includes products like Cadbury Dairy Milk – 30% Less Sugar, Bournvita Biscuits, various portion control Home Treat packs, etc. Bournvita Crunchy is priced at Rs 30 for a tray pack (100 gms) and Rs 60 for a carton pack of (200 gms).
The launch will be supported with a high-decibel integrated marketing campaign, including a TVC, in line with Bournvita Biscuits’ much-loved proposition ‘No More Excuses’. Conceptualised by Ogilvy, the TVC funnily breaks down the label of wholesome snacks being boring and reiterates that one can focus on their well-being without compromising on the taste by letting consumers know that ‘Ab badon ke bhi bahane khatam’.
Akshay Seth, Group Creative Director, Ogilvy India and Chinmay Raut, Senior Creative Director, Ogilvy India, said, “In today’s times, the emphasis on healthy eating has increased manifold. But adults, like children, are equally fussy about healthy eating. The Bournvita Biscuits Crunchy launch gives the brand proposition of #NoMoreExcuses a new dimension by highlighting the child-like behaviour adults exhibit at the mention of wholegrain and how they do a U-turn when they realize that healthy can be tasty.”
Creative Agency: Ogilvy India
Creative Team: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak, Akshay Seth, Chinmay Raut, Bhuvan Bali, Pallavi Pardikar, Aashna Gopalkrishnan
Planning team: Russell John and Sanketa Kapse
Account management: Prakash Nair, Mayuri Shukla, Swapna Divekar and Anjali Negi
Media Agency: Wavemaker India
PR Agency: MSL India