New Delhi: Confectionery maker Cadbury India is entering the Rs 12,000 crore biscuit market through the introduction of ‘Oreo’ brand from the global portfolio of its parent Kraft Foods.

"The introduction (of Oreo) marks the entry into a new category in India," Cadbury India said in a statement. The brand known to be around 100 years old, Oreo currently generates revenue of USD 1 billion globally. In India, the company will be launching the biscuit in dark chocolate flavour.

"Introducing Oreo marks the beginning of our journey in this growing category and we are readying ourselves to make Oreo a preferred choice with Indian consumers," Kraft Foods
President South Asia and Indo-China and Cadbury India Managing Director Anand Kripalu said.

Indian biscuit market grew at 17 per cent in 2010, with creams and biscuits leading overall growth, the company said quoting an AC Nielsen study. Parle, Britannia and Priya Gold are other major players in segment.

"The Indian biscuit market continues to show remarkable growth, a testament to rapidly developing consumer tastes that provides us the perfect opportunity to enter this category,"
Kripalu said.

The company said it plans to sell the product across the country by April-end and will be locally manufactured here for the Indian market.

After Kraft Foods acquired Cadbury globally last year for USD 19.6 billion, it has been looking to expand product offerings in India. Oreo is the second product after orange drink Tang that Cadbury is launching in India from Kraft Foods' portfolio.

"Cadbury India's sales approach, robust sales infrastructure and extensive consumer insights enables the company to introduce new Kraft Foods products as it enters new categories and transforms its local business," it said.

Cadbury mainly sells chocolate brands like Cadbury Dairy Milk, 5-Star, Perk and Bournvita in India.

(Agency)