Unibic Foods India Pvt Ltd, the premium cookie brand, is turning its focus on the health and wellness segment in a bid to strengthen its foothold in the Rs 7,500-crore strong cookie market in India.
Cookies comprisesroughly 30 per cent of the total biscuit market and is growing at twice the rate of the biscuit industry. The Indian arm of the Australian premium cookies and biscuits maker has set a target of acquiring a 10 per cent market share in the cookie category nationally in the coming months and is looking to leverage the health and wellness segment to reach that target.
“As a brand, we have always been seen as an innovator by offering many new variants in the market. We would like to continue doing so. Also, we will focus on 'health and wellness' segment while strengthening our indulgence range,” said Aarti Iyer, Marketing Head, Unibic.
The brand is also trying to strengthen its foothold in the North and North-East markets. Currently, more than 50 per cent of the company’s sales come from South.
“Our focus markets have always been South as many brands tend to focus on these regions. Having said that, Unibic has been present in North and North-East for a while now. We would like to strengthen our foothold here as these regions are receptive to our products for its richness and unique offering. And, we would like to see how we can utilise this opportunity to gain some market share,” said Iyer.
While Iyer agrees that the metros are their primary focus and a majority of their business comes from the metros, Unibic has launched three Rs 10 brands for the rural markets.
Unibic, which has been growing at CAGR of 50 per cent over the last five years, recently added a fifth manufacturing line at its facility at an investment of Rs 12 crore. The brand currently has 21 variants of cookies under five categories with a presence in 200,000 outlets.
Speaking about their marketing strategy, Iyer said that while majority of their spend goes into traditional media, digital is an important tool to build affinity for their brand.
“We are in the FMCG segment, which means visibility directly leads to better brand recall. So, as a brand, we are focusing on a 360-degree approach to drive the impulse purchase, which is critical. This means, we have to be present on TV and subsequently try to be present everywhere (down to the last mile) where the purchase actually happens. And digital as well where the brand tries to engage with a consumer constantly.”