Cadbury milks Kraft's expertise, joins cookie war via Oreo

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Cadbury milks Kraft's expertise, joins cookie war via Oreo

Leading confectionery Cadbury has forayed into the biscuits market with Oreo, one of the biggest global brands.

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Excerpts from India Business Hour on CNBC-TV18 Watch the full show » ALSO READ See latest News about Cadbury See previous management interviews See what other Experts & Brokerages are saying about Cadbury Cadbury BSE | NSE 01/01/70 Are Mutual Funds betting on Cadbury? Other Stocks in this news Britannia Industries | ITC |

Leading confectionery brand Cadbury  has forayed into the biscuits market with Oreo, one of the biggest global brands. The company, globally taken over by Kraft foods, is slowly gearing up to compete with giants like Britannia and ITC . CNBC-TV18's Tanvi Shukla and Avni Raja report.

First tang and now it is Oreo. Cadbury is making a splash in the Indian market with products from Kraft's portfolio.
 
Anand Kripalu, President (South Asia, Kraft Foods) and MD of Cadbury India said, "We will focus on these two products now and establish them strongly in the market. A year after the integration with Kraft, we've begun to work together on ground by making use of their vast knowledge and experience."

The strategy is working well for Cadbury India. In the past few months, it has launched several new products in confectionery and is experimenting with new categories too.
 
Kripalu further added, "We've seen one of our best growth years in 2010."

With the launch of Oreo, Cadbury will take on established biscuit market leaders like Britannia and ITC. Cadbury said that these players will have to fight for their position in the market.
 
"There may be some similar looking products in the market, but an Oreo is an Oreo and customers know it", added Kripalu
 
A major twist to this competition is that Kraft foods has dragged Britannia to court over copyright issues for it's new product Treat-O biscuit. Biscuits will not be the only game changers. Once the company is established in the biscuits category, experts say the dairy segment will become the next target.