Mondelez goes ‘marvelous’ with Dairy Milk to drive up sales

MUMBAI: Mondelez India has launched the ‘marvelous collection’ from its global portfolio under its flagship Dairy Milk brand, a move aimed at increasing sales in a slowing consumer market.
“Indian consumers now demand unique formats and eat experiences and given our global leadership in chocolate, we are well positioned to identify and bring some of our world leading brands to India,” said Prashant Peres, director-marketing (chocolates) at Mondelez India.

Mondelez controls about two-third of India’s confectionery market worth Rs 7,500 crore. The new range, positioned as mass premium, will be first available exclusively through Amazon before being rolled out across retail formats.

This is Mondelez’s third launch within a year after Bournvita biscuits and Oreo Gold even as demand for most discretionary products is hit due to a slowing economy. Mondelez grew the slowest in more than a decade in 2014-15 at 12.5% although rival Ferrero managed to grow over 60% through aggressive innovations despite premium pricing.