Kraft Foods is venturing into India’s biscuit market for the first time via its Oreo brand.
Boasting global sales of around $1bn (£614m), Oreo will launch through Kraft’s Cadbury India business, which mainly sells chocolate brands such as Cadbury Dairy Milk, 5-Star, Perk and Bournvita.
The move is thought to be is part of Kraft’s long-term strategy to gradually broaden the scope of its Indian operation beyond just confectionery.
“The introduction [of Oreo] marks the entry into a new category in India, with the aim to make the world’s favourite biscuit, Oreo, one of India’s favourite biscuits,” said a spokesman for Cadbury India.
The company pointed to Nielsen data suggesting the Indian biscuit market grew by 17% in 2010 alone.
Focus On Cakes & Biscuits (16 October 2010)
Rosenfeld sets out blueprint to wring extra $1bn from Cadbury (18 September 2010)
Kraft puts Oreos in mini snack packs (5 June 2010)