With Oreo & Cadbury in the bag, Mondelez India is eyeing more such collaborations with other companies as well as within the firm itself. The plan comes as the chocolates major is pinning its hope to stay ahead of the competition in the country.
Anil Viswanathan, Director of Marketing of chocolates, Mondelez India, said, “We will continue to evaluate such collaborations; not only with brands outside Mondelez but with those also within. The idea is to get our brands to enter new categories.”
Mondelez India had worked with FMCG giant Hindustan Unilever Limited (HUL) to launch Cornetto Oreo, an innovative cone ice-cream. HUL owns the Cornetto brand, while Mondelez owns the Oreo brand apart from the mother brand Cadbury.
“Similarly, Silk Oreo and Cadbury Oreo Dipped have been runaway successes. We intend to accelerate the momentum through many more agile innovations that’ll help us stay ahead of the ever-changing consumer demands,” Viswanathan further stated.
In India, the chocolate market is pegged at $1.5 billion, growing at 10% and Mondelez has around 66% market share. In the UK, the per capita consumption of chocolate is over 10 kg, however, in India, it is 130 gm a year. This leaves huge headroom for category expansion in the country.